CRM and automated marketing: understanding the difference

email article email article print article print article tip @techmeme

marketing chalkboard

Many people get confused between Customer Relationship Management (CRM) systems and Marketing Automation Software, and the majority of people think they are the same thing. However they are completely different, they both have very specific uses, but work well together.

The primary purpose of a CRM system is to manage account and contact information, and track opportunities and manage the sales pipeline. Many CRM systems claim to have a marketing module, however the functionality is very basic, usually consisting of a bulk emailing tool and in the case of Salesforce.com a social media tool.

When it comes to Marketing Automation systems, there are a range of solutions available on the market. Most address the lead nurturing function; then there are some that do marketing operations management and others that do marketing resource management; and then MPULL merges all of these functions into one integrated system. Some of the main uses of marketing software is to automate marketing campaigns, manage resources and processes and measure return on investment (ROI).

In order to effectively communicate to your contacts, whether they are customers or prospects, integrating your marketing automation system into the account and contact information function of your CRM system works very well. To pass leads that have been nurtured and are now qualified to a sales team, is also done effectively by sending that information from your marketing automation system to your CRM system.

And when it comes to return on investment, when you want to calculate the exact cost to acquire or retain a customer, integration between your CRM systems and marketing automation system is integral.

Here is an easy reference comparison table between CRM and MPULL’s Marketing Automation Software.


Feature

CRM

MPULL Marketing Software

Account Management

List of all accounts, their status, categorization and who is responsible for them.

Yes

No

Contacts Management

Management of contact people within accounts and their contact details.

Yes

Yes

Opportunity Management

Function to manage potential sales opportunities including product interest and potential revenue, and proposed sales closure date.

Yes

No

Sales Forecasting

Integrated into Opportunity Management, whereby based on previous time periods, sales patterns for the future are forecasted and targets are assigned and managed to individuals and teams.

Yes

No

Sales Process

Managing the steps to be taken when selling in order to give a standard and high quality experience to every potential customer.

Yes

No

Call Logging

A function to record the details, minutes and outcomes of any incoming or outgoing calls between account contacts and the employees of the company.

Yes

No

Quotes

From an opportunity, several formal quotes can be created which involves adding specific product combinations, terms and pricing.

Yes

No

Contracts

Once a quote is accepted, resulting in an opportunity being won, the quote is progressed into a Contract.

Yes

No

Collateral and Digital Asset Management

All brand collateral is stored and categorized for easy reference; items such as brochures, logos, template, case studies and image libraries are included. Within the CRM environment, where billing is based on number of users, the sales team can access this, however in Marketing Automation the entire organization has access to this.

Sometimes

Yes

Channel Management

Ability to manage the opportunities, quotes and contracts for different teams, regions and resellers with their respective targets and margins tracked.

Yes

No

Ticketing and Customer Services Management

A function to manage any problems experienced by the customer.

Sometimes

No

Collaboration

Within the CRM environment this feature would allow sales teams and their supporting structure to share and give feedback on opportunities, quotes and contracts. With the Marketing Software environment, this function allows for users to collaborate on campaigns, giving status updates, feedback and suggestions.

Sometimes

Yes

Marketing Process and Workflow Management

Map processes and workflows to be followed when activating campaigns for each marketing discipline and allow for tasks to be assigned, and escalated.

No

Yes

Marketing Calendar

View all marketing campaigns and activations, across disciplines, regions and business units in a calendar format, and easily identify opportunities for collaboration or areas of duplication or conflict.

No

Yes

Performance Appraisals

Manage team performance, providing on the job feedback at campaign level that can be consolidated into an objective end of period appraisal.

No

Yes

Custom Lead Scoring

Provide a score indicating how qualified the lead is to make a purchase based on their actions.

Sometimes

Yes

Path to Purchase Wizard

Tool to assist in mapping your consumers purchase journey to a triggered strategic communications program based on their actions.

No

Yes

Lead Nurturing and Triggered Email and Text Messaging

Sending personalized and relevant e-mail and text messages to a consumer based on the path to purchase created for a particular segment or product.

No

 Yes

Web Visitor Tracking

Tracking the pages visited and actions taken by a consumer on your website, integrated with the lead scoring and lead nurturing functions to evaluate qualified leads.

No

Yes

Social Contacts Engagement

Nurture leads using their social accounts instead of e-mail and text messaging.

No

 Yes

Landing Pages

Using a simple page builder, create landing pages that can be used as destinations and calls to action in your campaigns, whether they are traditional or online. And create engagement pages such as post event photo galleries.

No

Yes

Dynamic Forms and Surveys

Create forms and surveys using a drag and drop interface and build up data rich consumer profiles, and valuable research insights.

No

Yes

Dynamic Content Newsletters

Using a WYSIWYG editor, create personalized and segmented e-mail updates and newsletters with the ability to track readership and engagement.

Sometimes

Yes

Text Messaging Composer

Send personalized text messages updates to your contacts based on their preferences and segmentation.

No

Yes

Competitive Intelligence

Crowd source competitive intelligence on markets, products and regions using this function. Everyone within your organization can contribute and access this knowledge to assist in making informed decisions.

No

Yes

Branded Merchandise and Swag Store

An online store that allows users to order branded merchandise, and specify exactly who is receiving it, in order to track return on investment and better control stock.

No

 Yes

Personalized URLs

Engage on a 1-to-1 level with your markets with a URL that is created specifically for them, and a landing page or form that displays dynamic content based on their preferences.

Sometimes

Yes

RSVP Management

Allow users to register to attend open events, or manage acceptance of invitations to closed group events using a professional online interface. And keep the delegates updated with integrated bulk e-mail and text message updates.

No

Yes

email article email article print article print article

  • http://twitter.com/Jingo27 Jonathan Houston

    Really nice article Daryn!

  • http://twitter.com/TeeZA42 Jonathan Tee

    It looks more like and advert than an article – plenty of solutions in the Marketing Automation Software or multi-channel campaign management (MCCM) space, but agree it is not CRM.

  • http://twitter.com/TeeZA42 Jonathan Tee

    It looks more like and advert than an article – plenty of solutions in the Marketing Automation Software or multi-channel campaign management (MCCM) space, but agree it is not CRM.

  • http://www.facebook.com/rose.lee.90834776 Rose Lee

    Good post.more informative stuff about Customer Relationship Management to be discus

  • Pingback: What is Customer Relationship Management in Marketing | Mitsu Fisher on Sales Lead Generation

Related Articles on the Web

Most popular articles

Topics for this article

[ advertising enquiries ]

Share
  • BURN MEDIA TV

    WATCH THE LATEST EPISODE NOW
    Latest Episode
    Data woes? Here's 6 data saving tips for your smartphone

MORE HEADLINES

news

VIEW MORE

interviews

VIEW MORE

future trends

VIEW MORE

entrepreneurship

VIEW MORE

social media

VIEW MORE

facebook

VIEW MORE

twitter

VIEW MORE

google

VIEW MORE

advertising & marketing

VIEW MORE

online media

VIEW MORE

design

VIEW MORE

mobile

VIEW MORE

More in Advertising & Marketing, Social media

The FNB ad furore: were its actions guided by social media?

Read More »