Use Your CRM System to Build a High-Performance Marketing Team

Jessica Lillian over at SiriusDecisions wrote a great piece on Monday about the Top Five Characteristics of High-Performance Marketing (being high performance marketingcompetent, credible, accountable, strategic, and integrated – check out her blog post for a little more detail about all these pieces). All of these characteristics are critical for any Marketing department to reach its full potential and maximize its contributions to revenue.

The thing that struck me the most about this was that as a marketer I could use my CRM system to ensure that my team is all of these things because tracking and measuring your marketing inside CRM helps provide a level of depth and clarity across your entire company that is hard to get from other solutions.

For Marketing to be competent it needs to have its processes nailed down (demand generation funnel stages, lead scoring, etc.) and understand the results of its programs – what better place to do this then inside a CRM system like This leads into the next characteristic, credibility. If you track and measure your marketing programs in a CRM system it builds your credibility because the results of your programs will be much more accessible to Sales, the executive team, and other company stakeholders. Very few people outside Marketing actually look at numbers in marketing automation solutions, so by leveraging CRM to provide that extra amount of visibility into your KPIs you become much more credible.

Once you are tracking those KPIs in your CRM system it is much easier to be accountable. By tracking things like the volume, conversion rates, and velocity of your demand generation funnels and the campaign influence of your marketing programs it is easy to see what is working and what isn’t. Once you have clarity into the trends and performance of your campaigns you can hold individuals or the entire department accountable for the results of your various marketing campaigns. If you measure all this information inside a CRM like it also enables you to be more strategic because of the increased visibility across departments and programs, allowing you optimize your marketing mix and maximize revenue from the different channels and segments you work with. Plus with the insights into your campaign performance you can forecast more accurately, be more proactive with your programs, and suggest ways to improve – rather then just reacting to the results of every campaign.

Finally the only effective way to really integrate Marketing and Sales is to have one source of truth for all your data – the CRM system. Sales already tracks all of its campaigns, opportunities generated, and revenue closed in CRMs systems, your channel partners are tracked in your CRM, and that is where your finance and executive teams are looking for information as well. So Marketing its time to truly integrate with the rest of your company and leverage your CRM system to measure your marketing metrics. This provides everyone with the same level of visibility into all the data across your entire demand generation process and enables Marketing, Sales, and all the other stakeholders to get on the same page and remain there.

If your interested to learn a little more about how to do this inside of check out how to Turbo Charge Your Analytics in

Josh Rosenberg

About Josh Rosenberg

Josh earned his MBA from Santa Clara University's Leavey School of Business in 2012 with a concentration in Marketing Management. Previously he worked in marketing at Zscaler, Inc. and is currently the Marketing Manager for Full Circle Insights.