Marketing integration - If you’re running marketing campaigns on multiple platforms; Facebook, Instagram, TikTok, etc. -you need marketing data integration. Marketing data integration is the process of combining marketing data from different sources to create a unified and consistent view. Being able to assemble separate marketing pieces gives you visibility into your overall performance and how marketing contributes to business success.
If you really dig deep into why things aren’t well-integrated, you’ll often find that it’s fundamentally because of the way the teams are structured. This in turn is shaped by the company’s culture and priorities.
If you give both teams unrealistic targets that they cannot possibly meet, for example, then it’s only natural for them to blame each other when they fall short. So, at the heart of all of this is “how does your company think about sales and marketing?”. Is one function being treated as more important than the other? Is one team understaffed and overworked?
Be honest with yourself and your team about the challenges you are facing, listen to their concerns, and do your best to get everybody on the same page. If you do that right, your own salespeople and marketers may even independently start seeking out ways to interface better with each other!
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