The benefits of integrating Salesforce Marketing Cloud and Sales Cloud

January 20, 2023 Clark Ames

What are the benefits of integrating Salesforce Marketing Cloud and Sales Cloud?

Salesforce offers so many options and features, as well as different Clouds, that it can become overwhelming and time consuming to figure out how to make the best use of your investment and your data. That’s where custom development and integrations come into play.

Many companies adopt one cloud at a time to solve a specific department’s unique challenges. If you’re not integrating your Salesforce Clouds together, then you’re missing out on a handful of benefits that can help streamline your operations.

Today, let’s focus on the benefits of integrating your Marketing and Sales Clouds.

In some organizations, their sales and marketing functions work in lock-step towards the same goals together. In others, the sales team and marketing team have different goals, approaches, processes, and visions for how to grow the company.

Integrating your Marketing Cloud with Sales Cloud can help to drive shared goals and unity across these two functions. Both teams can gather insights and understanding around the offers and messaging that resonate most with customers.

By having visibility into data across sales and marketing, businesses can use these insights to improve their communication efforts. It makes it easier to see how marketing campaigns are impacting sales. And it’s easier for both teams to measure and analyze their combined effort.

As a direct benefit of integrating both Clouds, sales can easily access approved marketing materials within Sales Cloud that the marketing team has built in Marketing Cloud. The Sales team can access a library of content that can be geared towards their target customer. Furthermore, marketing can create sales materials for every stage of the sales funnel. This simple benefit saves everyone time while making the sales role easier and more effective.

Setting up advanced automated workflows and triggers can further improve the benefits of integrating Sales and Marketing Clouds. For example, as a sales team member moves one of their prospects to the next stage in your sales funnel, marketing can set up automated emails and/or text messages that are automatically sent to prospects.

There are many possibilities for cross-coordinating Sales and Marketing. If sales closed a deal, the prospect can then flow into an onboarding experience that the marketing team has set up. Likewise, if sales loses a deal, the prospect can be moved into a nurturing campaign in the hopes of a potential future sale.

Integrating Sales and Marketing Clouds offers so many advantages, including cross-selling and up-selling purposes. Marketing efforts should continue after a prospect has become a customer. Marketing can create campaigns that are sent to existing customers to sell new or different services and products. After you’ve tracked their interactions with your messaging (email clicks, site visits, etc) your sales team can reach out with personalized messaging based on their behaviors to drive more new business.

As your sales and marketing teams continue to support one another and learn from each other, you can continue working together to customize communications and segment your target audiences. By integrating your Sales and Marketing Clouds, you’ll have the ability to personalize and optimize your messaging across every stage of the buyer journey which can have a huge impact on sales!