Creating Better Interactions: Sales and Marketing Integration

By Lindsey Jenkins in API Industry Trends Posted Aug 12, 2020

You can never have enough customer or prospect data.

Visibility of the actions or engagements that prospects and customers have with the brand is key to a cohesive marketing and selling experience that both benefits internal teams and offers customers a better, more tailored experience, helping to close more deals faster. 

sales and marketing integration

But getting to this holistic data reality where teams get the insights they need when they need them and in a manner that’s unobstructed by data silos is an entirely different ball game. With effective API integration among the sales and marketing applications your customers use, you can offer them more overall visibility of their customers’ journeys and enable new insights that most only dream of. Offers Customer Journey Visibility Via Integration

Take, a conversation intelligence platform for B2B companies, as an example. Gong records, transcribes, and analyzes every sales call, offering call insights to boost the efficiency and productivity of sales teams. 

The platform’s capabilities (and usability) go a step further by gathering the contextual information from the respective prospect or customer record in the CRM and pushing the call metadata back into the CRM. This means that users can look at records holistically to see critical data points such as how the prospect talks about their pain points alongside preexisting information such as company announcements and reporting structure. 

This ability to sync data back-and-forth between’s platform and the cornerstone CRM used by sales and marketing teams is critical in reducing the process and communication gaps commonly seen within sales orgs or among other departments such as marketing or customer success. 

But even further, with more detailed customer insights, sales and marketing professionals are able to better and more easily target and cater to customer needs, leading to better experiences for everyone involved (yes, this includes those being sold to!)

An example: perhaps Matt Marketer has been visiting your website and looking at educational materials related to building or buying API integration to a popular chatbot. When looking at his contact record, you can see that he’s working as a Director of Product for a large sales org that, according to its latest public filing, beat its 2019 revenue goal by millions of dollars. 

By looking at both intent and contextual information on one screen, the sales team could more adeptly monitor whether it’s the “right” time to make a few cold calls to Mr. Marketer for a conversation and, when doing so, directly reference or answer questions related to the resources he’s accessed on the website. “How are you currently synching data between your CRM and chatbot?”

In other words, better data and visibility lead to more targeted, personalized interactions. And personalized means better. After all, if an SDR sends a prospect an email about marketing integrations when they clearly need ones related to financial services, the message isn’t going to resonate. 

Internal Collaboration = Better Customer Experiences

Ah, the dreaded internal communication gap. We’ve all pretended it “isn’t that bad”, but with many teams still in WFH mode, the lapses are more pronounced

Whether it’s messaging from multiple SDRs at the same company or “targeted” LinkedIn ads asking you to schedule a meeting to learn about a platform you’re already using, we’ve all likely experienced the result of lapsed communication among teams and systems.

With API integration for sales and marketing applications, teams can leverage a centralized point of record (typically in the CRM) to look at essential elements for customers and prospects such as “health”, sent marketing materials, which sales member “owns” the contact, and whether they’re an ABM target. 

By pulling data into a unified visibility point (and relegating Slack messages such as ‘Could you see if this prospect has engaged with XX yet?') to a thing of the past, you can empower your customers to engage with their prospects at the correct time and with the correct message. 

Wrapping It Up

Marketing and sales API integration is a best practice for improving customer interactions. With connected systems, desiloed data, and holistic contact visibility, you can empower your customers with new insights, more personalized experiences, and fewer communication gaps among internal teams.

Want to learn more about how sales and marketing integration can affect your company’s bottom line and your customers’ goals? Check out our eBook, “Lead-to-Customer: From Technical Morass to Golden Age of Tech.”

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