The Role of Technology

Today’s technology has a key role in sales and marketing. It also has a role in facilitating collaboration between the two business units.

A prominent example of sales and marketing technology is the customer relationship management (CRM) system. A CRM serves as a single resource will all client information. This information can help sales teams better understand how a customer became a lead. For instance, a CRM may contain information about the source of a lead, such as a trade show or online ad.

From a marketing perspective, a CRM can help track leads throughout the sales cycle. This information can provide valuable feedback to marketing teams about which marketing channels generate the most sales-qualified leads, actual sales, or longest client retention.