Why Build A Tool for Connecting Sales and Marketing Data?

May 22, 2018

Last updated: October 10th, 2023

Before starting Outfunnel, I worked at a well-known CRM vendor. Our customers loved the product but one thing that kept coming up in customer feedback was the lack of good marketing integrations. For companies where sales and marketing needed to work together, there simply was no workable way to connect email marketing with the data stored in the CRM. 

This puzzled me because this CRM had integrations available with big marketing players like Mailchimp, ActiveCampaign, Drip, and many others.

I then decided to use these integrations and came to understand this frustration a lot better. The integrations were super lightweight. One of them just let you manually export a list from one tool to another. If you had new people added to that segment the next day, you needed to manually repeat the process. Every. Single. Time.

Alas, this wasn’t an exception. Having worked with various sales and marketing integrations for nearly 10 years on both sides, I’ve come to know that first-party integrations are limited by design. Not purposefully made to disappoint, of course, but limited by the way companies operate. 

Where we are today: more tools, more data, but limited integration

More than 60% of marketers use 20+ marketing tools on a regular basis according to Airtable. At the same time, according to Mulesoft, only 28% of tools a company uses are integrated with other tools. More tools, more data, but limited integration—can you spot the issue here?

The main implication for sales and marketing leaders: integrations are more important than ever. 

Nearly half of sales and marketing leaders claim that the tools would be more useful if they could be easily integrated, according to our research. Ease of integration is often the one key thing holding users back from getting the most from their tech stack

how could sales and marketing tools be more useful

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How should sales and marketing tools be connected in a multi-app world?

We speak to dozens of companies each week and have learned what the two biggest needs are for businesses that use multiple sales and marketing tools in parallel. For example, HubSpot as their CRM, ActiveCampaign as their email marketing tool, and a WordPress website.

First, they need to get their customer lists synced up across the different tools.

Most businesses use CRM as their system of record, so the most common use case is syncing your CRM data over to a marketing automation platform. This way, campaigns can start and stop at the right time, based on data changes in the CRM. For example, when someone becomes a paying customer, add them to a welcome email sequence, and remove them from the leads newsletter.

Secondly, they want to give more context about leads to salespeople. 

Has this lead received our newsletters? Which ones have they opened? Where did they click? Knowing this helps to focus on the warmest leads.

The above is relatively easy when you’re using a big platform such as HubSpot but this comes with a big price tag. Almost all native integrations are too lightweight. And while universal app connectors like Zapier and Automate.io are great for setting up light connections quickly, more sophisticated use cases can get complex and pricey very quickly.

The solution? Contact and engagement syncing that’s designed for marketers and salespeople

There’s a new category of tools emerging that give you the benefits and insights of an integrated suite while using best-of-breed tools. Tools like Outfunnel can connect sales and marketing workflows deeply and easily.

  • Sync sales and marketing data between tools in a secure and hassle-free way
  • See what leads do on your website with our web visitor tracking software
  • Segment and score leads based on cross-platform contact and engagement data

Our vision is to bring sales and marketing closer together, at least when it comes to tools and data. To allow small businesses to manage and practice revenue marketing. Fortune5000 can already do this today, spending a small fortune on it. But every small business can and should benefit from marketing tools talking to sales tools.

Pick and mix your favorite sales and marketing tools, and Outfunnel will give your stack the “all-in-one” feel, without the “all-in-one” price tag.

Outfunnel already works with modern CRMs like Pipedrive, Copper, HubSpot, and Salesforce as well as marketing tools like Mailchimp, ActiveCampaign, Brevo, Wix, Facebook Lead Forms, Calendly, Elementor, LinkedIn Lead Forms, and many more. See the full list of CRMs and marketing tools Outfunnel works with here.

If we do our job well, Outfunnel will help you outsmart and outsell the competition.


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