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The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

  • June 2, 2013

Do Sales and Marketing BFFs Have to Share Data? [CHART]

One of the keys to driving revenue is alignment between sales and marketing. We refer to this as sales and marketing being Best Friends Forever (BFF). It’s been said that best friends do not always need to share everything, and we sought to find out if that mantra is true for business.

Rewind to your college years or think about this hypothetical: you live with your best friend; you each have your own room, with your own setup, but share a living room, which you both use and enjoy.

COW6-2

The same is true for sales and marketing, and the technologies used by each. Marketing has their own “room” with Eloqua marketing automation, and likewise sales has the CRM system. The shared “living room” is the integration between Eloqua and CRM. For this week’s chart we analyzed data used by marketers in Eloqua to find out how much overlaps with what sales maintains in CRM. Specifically we looked at explicit contact data, and found that about half of our customers only have a data overlap of about 15% - 25% between Eloqua and CRM.

So the answer is no, BFFs do not need to share everything. Sales and marketing need to agree on how to live together in their shared spaces, but they also need their own systems, just like you and your college best friend needed your own rooms. Marketing and sales are always going to have their own unique sets of data for their respective needs. It's most important to continuously ensure sales and marketing are sharing the right data points, not necessarily all of it.

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