11/09/2021
Marketing isn’t the only side to benefit from system integration. Depending on the capa-
bilities of your email or marketing automation system, sales could have access to all of the
behavioral data marketing is collecting on leads through the CRM.
With this data, sales can easily decide which pain points or interests need to be addressed
when they reach out to a lead, which in turn will help them close more leads and ship more
revenue.
But there are other benefits for all involved, specifically an increase in transparency and
attribution for revenue delivered from lead generation. Known as closed loop reporting, the
combination of CRM and marketing automation allows marketers to track the leads they
deliver all the way to closed business.
The result is unparalleled access to how successful marketing programs truly are. Rather
than simply measuring the number of leads delivered, marketing, sales, and the executive
team can quickly ascertain precisely which programs delivered what amount of revenue and
in what time.
As a testament to the power of closed loop analytics, SiriusDecisions found that companies
with closed-loop processes achieved 2x higher revenue growth and 3x higher profit growth
than businesses that lacked these processes.4
Develop New Customers
Closed loop analytics represents the culmination of a lead generation program — a process
where marketing and sales share revenue goals and have transparency into each other’s
process.
But the road there is long and winding. Most marketers should focus on developing sustain-
able methods for turning inquiries into MQLs, because although revenue attribution is the
end goal, most departments are still focused on lead quantity.
Either way, lead generation — particularly in a B2B setting — is par for the course. The best
companies are working on how to optimize their processes and the best marketers are
spearheading these projects, because everyone needs new customers.
About TechnologyAdvice
TechnologyAdvice is a B2B demand generation company that connects buyers and sellers
of business technology. As a trusted resource in a variety of technology verticals, the compa-
ny helps buyers improve their businesses and vendors find their customers. Our highly cus-
tomizable multi-channel approach can help you fill your pipeline at any stage and maximize
ROI on both future and past demand generation investments.TechnologyAdvice is based in
Nashville, Tenn. and was named to the Inc. 5000 list of America’s Fastest-Growing Private
Companies in 2014 & 2015.
About GetResponse
GetResponse is the world’s easiest email marketing platform, helping over 350,000+ small
businesses, marketers and brands get better results. We help people create stunning email
marketing campaigns with ease, giving them tools they need to succeed like an award win-
ning Email Creator, Autoresponders, Landing Page Creator, The Forms, and many more.
