{"id":3702,"date":"2019-02-07T00:20:10","date_gmt":"2019-02-07T00:20:10","guid":{"rendered":"https:\/\/www.engagebay.com\/blog\/?p=3702"},"modified":"2025-12-29T07:57:53","modified_gmt":"2025-12-29T07:57:53","slug":"crm-integration-unified-platform","status":"publish","type":"post","link":"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/","title":{"rendered":"The Case for a Unified Marketing, Sales and Service Platform"},"content":{"rendered":"<p>In modern marketing, nothing stays still for long. The rise of automation software and the benefits of customer relationship management (CRM) are well-documented. However, for many businesses, new ideas like CRM integration have been viewed as a superfluous option.<\/p>\n<p>But here\u2019s the thing:<\/p>\n<p>It\u2019s more than just talk.<\/p>\n<p>And it\u2019s no longer just an option.<\/p>\n<p>Online entrepreneurs spend an ungodly number of hours learning about new marketing technology. From building websites to running email campaigns, organizing online stores to publishing content on social media \u2013 the list goes on.<\/p>\n<p>It\u2019s an endless endeavor, and there\u2019s never enough time in the day to get a grip on <em>everything. <\/em>This is especially true if you opt for multiple point solutions. While every tool offers a solution, it also has its own log-in, integrations, bills, and frustrations. The more tools you gather up, the more challenging it all becomes.<\/p>\n<p>If you enjoy watching a video rather than reading, here\u2019s the explainer video for this article:<\/p>\n<div class=\"ast-oembed-container \" style=\"height: 100%;\"><iframe title=\"The Case For A Unified Marketing, Sales &amp; Service Platform\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/lMBDVDlhWyE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<p>In this article, we\u2019ll see why this is no longer the road to success.<\/p>\n<p>The truth is, change is afoot. Marketing as we know it is transforming, and it\u2019s time to get your automation software in line.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_74 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#Why_You_Should_Care_About_Automation_Software\" >Why You Should Care About Automation Software<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#3_Big_Benefits_of_Marketing_Automation\" >3 Big Benefits of Marketing Automation<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#1_Streamlined_Lead_Generation\" >1.&nbsp;&nbsp;&nbsp;&nbsp; Streamlined Lead Generation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#2_A_Personalized_Customer_Experience\" >2.&nbsp;&nbsp;&nbsp;&nbsp; A Personalized Customer Experience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#3_The_Bridge_Between_Sales_and_Marketing\" >3.&nbsp;&nbsp;&nbsp;&nbsp; The Bridge Between Sales and Marketing<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#The_Problem_With_Point_Solutions\" >The Problem With Point Solutions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#The_Death_of_the_Marketing_Funnel\" >The Death of the Marketing Funnel<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#It_Drives_Itself_Forward\" >It Drives Itself Forward<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#It_Encourages_Better_Relationships\" >It Encourages Better Relationships<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#It_Thrives_on_Alignment\" >It Thrives on Alignment<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#9_Undeniable_Benefits_of_CRM_Integration\" >9 Undeniable Benefits of CRM Integration<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#1_Improved_Informational_Organization\" >1.&nbsp;&nbsp;&nbsp;&nbsp; Improved Informational Organization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#2_Improved_Analytical_Data_and_Reporting\" >2.&nbsp;&nbsp;&nbsp;&nbsp; Improved Analytical Data and Reporting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#3_Better_Customer_Service\" >3.&nbsp;&nbsp;&nbsp;&nbsp; Better Customer Service<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#4_Increased_Personalization\" >4.&nbsp;&nbsp;&nbsp;&nbsp; Increased Personalization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#5_Greater_Efficiency_for_All_Teams\" >5.&nbsp;&nbsp;&nbsp;&nbsp; Greater Efficiency for All Teams<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#6_Ease_of_Training\" >6.&nbsp;&nbsp;&nbsp;&nbsp; Ease of Training<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#7_Automation_of_Everyday_Tasks\" >7.&nbsp;&nbsp;&nbsp;&nbsp; Automation of Everyday Tasks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#8_Simplified_Support\" >8.&nbsp;&nbsp;&nbsp;&nbsp; Simplified Support<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#9_Tighter_Security\" >9.&nbsp;&nbsp;&nbsp;&nbsp; Tighter Security<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#The_Utopia_of_a_Unified_Platform\" >The Utopia of a Unified Platform<\/a><\/li><\/ul><\/nav><\/div>\n\n<h2><span class=\"ez-toc-section\" id=\"Why_You_Should_Care_About_Automation_Software\"><\/span>Why You Should Care About Automation Software<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The marketing technology industry has enjoyed meteoric growth in the past decade, surging from just 150 tools back in 2010 to well <a href=\"http:\/\/chiefmartec.com\/2017\/05\/marketing-techniology-landscape-supergraphic-2017\/\">over 5000 specific point solutions<\/a> now.<\/p>\n<p>Despite the hype, there are still plenty of companies who believe they\u2019ll be just fine with what they\u2019ve got. They can leave the techno gadgets and MarTech mumbo-jumbo to the young upstarts and hipster startups. Reluctant to change, they believe it\u2019ll all be okay because they already have an established business.<\/p>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; \/\/ Check every 100ms\r\n                    const checkAndLoad = () => {\r\n                        const params = new URLSearchParams(window.location.search);\r\n                        const elementorPreviewParam = params.get('elementor-preview');\r\n                        if (elementorPreviewParam && typeof EhForms !== 'undefined' && typeof EhForms.loadForms === 'function') {\r\n                            EhForms.loadForms();\r\n                            console.log('EhForms.loadForms() called successfully.');\r\n                        } else {\r\n                            setTimeout(checkAndLoad, interval);\r\n                        }\r\n                    };\r\n                    checkAndLoad();\r\n                }\r\n                \/\/ Call the function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_5161654467690496' data-id='5161654467690496'><\/div>\n<p>Unfortunately, that attitude is a recipe for disaster. While you may abhor the idea of transforming the way things are done in your business, the benefits of CRM integration and marketing automation are too big to ignore.<\/p>\n<p>More to the point, the consequences of inertia are too damning for you to refuse change. Failing at digital transformation may actually close your shop doors forever.<\/p>\n<p>So, why is automation software so hot? What can it do for your business?<\/p>\n<div class=\"content-box-blue\">\n<h2><span class=\"ez-toc-section\" id=\"3_Big_Benefits_of_Marketing_Automation\"><\/span>3 Big Benefits of Marketing Automation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>1. Streamlined Lead Generation<\/li>\n<li>2. A Personalized Customer Experience<\/li>\n<li>3. The Bridge Between Sales and Marketing<\/li>\n<\/ul>\n<\/div>\n<p>If you\u2019re on the fence about diving in with some new marketing tools, perhaps all you need to do is learn a little more about what there is to gain. Here\u2019s what automation software offers:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Streamlined_Lead_Generation\"><\/span>1.&nbsp;&nbsp;&nbsp;&nbsp; Streamlined Lead Generation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A lot of companies struggle with silos between their marketing and sales teams. If you can automate the steps between the two, it makes it easier to engage customers at different touchpoints.<\/p>\n<p>This will allow you to understand your prospects better, and therefore, you\u2019ll be able to attract more of them. More prospects will lead to more customers, and that\u2019s good in anyone\u2019s book.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_A_Personalized_Customer_Experience\"><\/span>2.&nbsp;&nbsp;&nbsp;&nbsp; A Personalized Customer Experience<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Accenture claims that <a href=\"https:\/\/martechtoday.com\/new-era-personalization-hyper-connected-customer-experience-209529\">81%<\/a> of people want brands to know them better. Consumers want companies to know when to approach them, and when to stay away.<\/p>\n<p>CRM integration is growing popularity because it allows businesses to build stronger relationships with their customers. This is all built upon <a href=\"https:\/\/www.engagebay.com\/blog\/database-marketing\/\">marketing automation and personalization<\/a>, which combine with one key goal in mind:<\/p>\n<p>To make the right offer to the right person, at the right time.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_The_Bridge_Between_Sales_and_Marketing\"><\/span>3.&nbsp;&nbsp;&nbsp;&nbsp; The Bridge Between Sales and Marketing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Misalignment between the two core departments of business costs a whopping <a href=\"https:\/\/www.superoffice.com\/blog\/sales-marketing-alignment\/\">$1 trillion per year.<\/a><\/p>\n<p>The explosive growth of automation software has helped redefine traditional business structures, effectively bringing sales and marketing teams closer together.<\/p>\n<p>Once they are aligned and in close communication, everyone can work with each other\u2019s goals in mind. Rather than silos causing tension within the workforce, automation improves processes and practices so your employees are cooperating as a single, cohesive unit.<\/p>\n<p>It all sounds rather promising, doesn\u2019t it?<\/p>\n<p>With thousands of tools to choose from, I\u2019m sure you can hardly contain yourself now \u2013 but don\u2019t jump in just yet. There\u2019s a problem you need to know about.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/crm-marketing-automation-integration\/\">Related blog: The Power of CRM and Marketing Automation Integration<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Problem_With_Point_Solutions\"><\/span>The Problem With Point Solutions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Marketing typically relies on a host of different tools, and each has its own costs. That\u2019s more time, effort, and of course, money. More pertinent is the impact that will be felt by your customers. Whenever they engage your brand, they will leave a <em>digital footprint <\/em>that you can use\u2026or lose.<\/p>\n<p>If you have everything together, it\u2019s easy to track this data and develop a comprehensive view of what each customer needs or wants from you. However, this becomes more challenging when you have multiple tools, platforms, and separate channels on the go.<\/p>\n<p>Not only is it tougher to put together, but it is more likely that you will deter people. They will get frustrated when they have to redo things and explain the same issues to your business again.<\/p>\n<p>A round-up from <a href=\"https:\/\/www.helpscout.com\/75-customer-service-facts-quotes-statistics\/\">Help Scout<\/a> found that U.S. companies lose over $60 billion each year because of poor customer service.<\/p>\n<figure id=\"attachment_3707\" aria-describedby=\"caption-attachment-3707\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-3707\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/02\/customer-service-reactions-fresh-sparks.png\" alt=\"Poor customer experience\" width=\"600\" height=\"428\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/02\/customer-service-reactions-fresh-sparks.png 800w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/02\/customer-service-reactions-fresh-sparks-300x214.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/02\/customer-service-reactions-fresh-sparks-768x547.png 768w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/02\/customer-service-reactions-fresh-sparks-595xh.png 595w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><figcaption id=\"caption-attachment-3707\" class=\"wp-caption-text\">Image courtesy of Fresh Sparks<\/figcaption><\/figure>\n<p>For small businesses, achieving a unified, holistic perspective of their customer is the biggest challenge they will ever face.<\/p>\n<p>So, how can you get there?<\/p>\n<p>Well, with CRM integration <em>and <\/em><a href=\"https:\/\/www.engagebay.com\/marketing\/marketing-automation\">marketing automation software<\/a> <em>together<\/em>, you can develop a 360-degree view of your customers. This strategy will provide the insights you need to personalize your marketing and enhance your sales tactics and customer services.<\/p>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; \/\/ Check every 100ms\r\n                    const checkAndLoad = () => {\r\n                        const params = new URLSearchParams(window.location.search);\r\n                        const elementorPreviewParam = params.get('elementor-preview');\r\n                        if (elementorPreviewParam && typeof EhForms !== 'undefined' && typeof EhForms.loadForms === 'function') {\r\n                            EhForms.loadForms();\r\n                            console.log('EhForms.loadForms() called successfully.');\r\n                        } else {\r\n                            setTimeout(checkAndLoad, interval);\r\n                        }\r\n                    };\r\n                    checkAndLoad();\r\n                }\r\n                \/\/ Call the function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_5161654467690496' data-id='5161654467690496'><\/div>\n<p>Not only that, but this combination goes hand-in-hand with one of the most groundbreaking changes in marketing that has recently come to the fore\u2026<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Death_of_the_Marketing_Funnel\"><\/span>The Death of the Marketing Funnel<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Long before the internet was conceived, salesmen and marketers have been using the concept of a <em>funnel <\/em>to guide their efforts to connect with customers. The funnel has changed over time, but the idea remains the same:<\/p>\n<p>Each section of the funnel relates to the different stages that consumers experience in what is known as the <em>buyer\u2019s journey <\/em>or<em> <a href=\"https:\/\/www.engagebay.com\/blog\/customer-journey-marketing-automation\/\">customer journey<\/a><\/em>.<\/p>\n<figure id=\"attachment_3714\" aria-describedby=\"caption-attachment-3714\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-3714\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/02\/marketing-funnel-oberlo-1024x863.jpg\" alt=\"Conversion funnel\" width=\"600\" height=\"506\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/02\/marketing-funnel-oberlo-1024x863.jpg 1024w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/02\/marketing-funnel-oberlo-300x253.jpg 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/02\/marketing-funnel-oberlo-768x647.jpg 768w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/02\/marketing-funnel-oberlo-1536x1295.jpg 1536w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/02\/marketing-funnel-oberlo-595xh.jpg 595w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/02\/marketing-funnel-oberlo.jpg 1561w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><figcaption id=\"caption-attachment-3714\" class=\"wp-caption-text\">Image courtesy of Oberlo<\/figcaption><\/figure>\n<p>Now, we could tell you more about the <a href=\"https:\/\/www.engagebay.com\/blog\/marketing-funnels-basics\/\">marketing funnel<\/a> but we won\u2019t.<\/p>\n<p>Why?<\/p>\n<p>Because it\u2019s dead\u2026or at the very least, it\u2019s slowly being pushed into retirement.<\/p>\n<p>The ever-evolving nature of modern marketing has effectively rendered this once-indispensable pillar as obsolete. Today\u2019s consumers want more from brands. Their interests are harder to predict, and their needs are more specific. The funnel is no longer the reliable rock it once was.<\/p>\n<p>Nowadays, people are talking about <em>the flywheel, <\/em>which is a new concept championed by <a href=\"https:\/\/blog.hubspot.com\/marketing\/our-flywheel\">HubSpot<\/a>.<\/p>\n<figure id=\"attachment_3709\" aria-describedby=\"caption-attachment-3709\" style=\"width: 483px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-3709 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/02\/flywheel.png\" alt=\"flywheel\" width=\"483\" height=\"435\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/02\/flywheel.png 483w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/02\/flywheel-300x270.png 300w\" sizes=\"(max-width: 483px) 100vw, 483px\" \/><figcaption id=\"caption-attachment-3709\" class=\"wp-caption-text\">Image courtesy of HubSpot<\/figcaption><\/figure>\n<p>So, why is the flywheel better than the funnel? Moreover, why does this matter when you\u2019re torn between automation software point solutions and an all-in-one CRM integration platform?<\/p>\n<p>Well, stay with us and all shall be revealed. Here are three great reasons that the flywheel is the perfect partner for <a href=\"https:\/\/www.engagebay.com\/products\/crm\">CRM<\/a> integration.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"It_Drives_Itself_Forward\"><\/span>It Drives Itself Forward<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A marketing funnel requires your business to invest considerable resources into attracting customers. You get lots of leads at first, but they drop off as you move through the funnel. However, this top-heavy approach is short-sighted.<\/p>\n<p>By comparison, the flywheel runs off its own steam, effectively leveraging its own momentum. It doesn\u2019t look to bring prospects in and simply convert them. Instead, the flywheel aims to set customers up for continuous growth by engaging them with genuine value, ultimately turning them into loyal brand advocates.<\/p>\n<p>Put simply: the flywheel is built for the customer-centric world.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"It_Encourages_Better_Relationships\"><\/span>It Encourages Better Relationships<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The marketing funnel focuses on closing the deal. The flywheel focuses on building positive relationships with your customers. This method works because as your customers grow, so too does your company.<\/p>\n<p>And so the wheel continues to spin, faster and faster\u2026<\/p>\n<h3><span class=\"ez-toc-section\" id=\"It_Thrives_on_Alignment\"><\/span>It Thrives on Alignment<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The idea of <a href=\"https:\/\/www.engagebay.com\/blog\/sales-and-marketing-alignment-infographic\/\">aligning your sales and marketing<\/a> teams has been around for a while. Now, with the rise of SaaS platforms and CRM integration, more companies are seeing the value of alignment.<\/p>\n<p>To maximize the potential of the flywheel strategy, you need full alignment so that there are smooth operations throughout your organization. Forget about silos. Once your <a href=\"https:\/\/www.engagebay.com\/products\/sales\">sales<\/a>, <a href=\"https:\/\/www.engagebay.com\/products\/marketing\">marketing<\/a>, and <a href=\"https:\/\/www.engagebay.com\/products\/customer-service\">service<\/a> teams are in constant communication, your company will be firing on all cylinders.<\/p>\n<div class=\"content-box-blue\">\n<h2><span class=\"ez-toc-section\" id=\"9_Undeniable_Benefits_of_CRM_Integration\"><\/span>9 Undeniable Benefits of CRM Integration<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>1. Improved Informational Organization<\/li>\n<li>2. Improved Analytical Data and Reporting<\/li>\n<li>3. Better Customer Service<\/li>\n<li>4. Increased Personalization<\/li>\n<li>5. Greater Efficiency for All Teams<\/li>\n<li>6. Ease of Training<\/li>\n<li>7. Automation of Everyday Tasks<\/li>\n<li>8. Simplified Support<\/li>\n<li>9. Tighter Security<\/li>\n<\/ul>\n<\/div>\n<p>Let\u2019s stop for a moment to look at the big picture. Here\u2019s what we\u2019ve learned so far:<\/p>\n<ul>\n<li>Adopting a SaaS platform or marketing automation software is a proven route to success.\n<ul>\n<li><em>80% of users increase leads and 77% increase conversion rates. (<a href=\"https:\/\/www.demandgenreport.com\/resources\/infographics\/the-rise-of-marketing-automation-statistics-and-trends\">DemandGen<\/a>)<\/em><\/li>\n<\/ul>\n<\/li>\n<li>If you <strong>don\u2019t<\/strong> embrace the change soon, you will inevitably fall behind.\n<ul>\n<li><em>84% of companies fail at digital transformation. (<a href=\"https:\/\/www.forbes.com\/sites\/brucerogers\/2016\/01\/07\/why-84-of-companies-fail-at-digital-transformation\/\">Forbes<\/a>)<\/em><\/li>\n<\/ul>\n<\/li>\n<li>If you <strong>do<\/strong> get on board with marketing automation, you\u2019ll be able to do more with the innovative flywheel strategy.\n<ul>\n<li><em>It reduces friction to offer a more customer-centric approach to sales and marketing. (<a href=\"https:\/\/hbr.org\/2018\/11\/replacing-the-sales-funnel-with-the-sales-flywheel\">Harvard Business Review<\/a>)<\/em><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>The biggest potential problem with all of this is that point solutions cause almost as many costs and challenges as they solve.<\/p>\n<p>So, wouldn\u2019t it be easier if you could just have one unified platform that brought your sales, marketing, and service teams together? Just one single dashboard that offers a wide range of automation software and point solutions?<\/p>\n<p>The answer is yes. <a href=\"https:\/\/www.engagebay.com\/blog\/crm-integration\/\">CRM integration<\/a> is much easier, and a lot of companies are waking up to this fact. Here are a few reasons why:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Improved_Informational_Organization\"><\/span>1.&nbsp;&nbsp;&nbsp;&nbsp; Improved Informational Organization<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Knowing your audience pays off. It\u2019s vital for personalization and catering to people in a customer-centric era. With CRM integration, you can organize all the information on every customer. No longer will it be scattered across a host of different tools and platforms.<\/p>\n<p>With greater organization, your sales and marketing teams will be able to get your flywheel spinning at full tilt. This is even easier with a SaaS platform that is constantly updated with the latest information from every interaction a customer has with your business.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Improved_Analytical_Data_and_Reporting\"><\/span>2.&nbsp;&nbsp;&nbsp;&nbsp; Improved Analytical Data and Reporting<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>One of the biggest benefits of CRM integration is that you can make better use of your data. In a data-driven world, many companies fail to do this. Having an all-in-one platform will give you the view you need to identify untapped opportunities, and also hone in on flaws that need to be addressed.<\/p>\n<p><a href=\"http:\/\/www.softwareadvice.com\/crm\/userview\/report-2014\/\">Software Advice<\/a> found that out of those who have embraced CRM platforms, 74% believe it has given them improved access to customer data.<\/p>\n<p>CRM integration facilitates more accurate data analysis, which helps you make smarter decisions in sales, marketing, and customer service.<\/p>\n<figure id=\"attachment_3708\" aria-describedby=\"caption-attachment-3708\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-3708\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/02\/data-analysis-IBM-big-data-hub.jpg\" alt=\"data analysis\" width=\"600\" height=\"286\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/02\/data-analysis-IBM-big-data-hub.jpg 918w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/02\/data-analysis-IBM-big-data-hub-300x143.jpg 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/02\/data-analysis-IBM-big-data-hub-768x366.jpg 768w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/02\/data-analysis-IBM-big-data-hub-595xh.jpg 595w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><figcaption id=\"caption-attachment-3708\" class=\"wp-caption-text\">Image courtesy of IBM Big Data<\/figcaption><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"3_Better_Customer_Service\"><\/span>3.&nbsp;&nbsp;&nbsp;&nbsp; Better Customer Service<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Your customers\u2019 time is valuable.<\/p>\n<p>Nobody wants to waste time trying to rectify a problem, so your business must be ready to assist people in a manner that makes them feel respected. &nbsp;Salesforce report that <a href=\"https:\/\/www.engagebay.com\/products\/crm\">CRM<\/a> systems improve customer retention by <a href=\"https:\/\/www.salesforce.com\/hub\/crm\/benefits-of-crm\/\">27%<\/a>.<\/p>\n<p>It is much easier for your employees to provide great service when they have access to the latest data on each individual customer. Therefore, if a customer calls to speak to their usual contact, it won\u2019t matter if that person is unavailable.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_Increased_Personalization\"><\/span>4.&nbsp;&nbsp;&nbsp;&nbsp; Increased Personalization<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Today, around <a href=\"http:\/\/www.pwc.com\/en_us\/us\/retail-consumer\/publications\/assets\/pwc-us-multichannel-shopping-survey.pdf\">80% of consumers research products online<\/a> before buying, and many use multiple channels before finally making the purchase.<\/p>\n<p>As every employee has access to the same data, they are in a position to pick up from where the customer left off. This paves the way for greater personalization, making it easier to forge strong relationships with customers.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"5_Greater_Efficiency_for_All_Teams\"><\/span>5.&nbsp;&nbsp;&nbsp;&nbsp; Greater Efficiency for All Teams<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The benefits of CRM integration aren\u2019t all about your customers \u2013 your team will benefit considerably too. With more organization, better data analysis, and a higher level of customer service and personalization, how could they not?<\/p>\n<p>The cumulative impact of these changes makes it easier and more enjoyable for employees to do their job.<\/p>\n<p>The author of \u201cDigital Master\u201d, <a href=\"https:\/\/www.cmswire.com\/customer-experience\/the-path-to-customer-centricity-lies-in-dismantling-data-silos\/\">Pearl Zhu<\/a>, famously quipped, <em>&#8220;Silos build the wall in people\u2019s minds and tie the knots in their hearts.<\/em><em>\u201d<\/em><\/p>\n<p>As silos are broken down, communication improves between your sales, marketing, and service teams. This ultimately creates a seamless organization that is more efficient and productive with their time.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"6_Ease_of_Training\"><\/span>6.&nbsp;&nbsp;&nbsp;&nbsp; Ease of Training<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>With point solutions, you need to research to find the best of its kind. For example, you may want a <a href=\"https:\/\/www.engagebay.com\/crm\/project-management\">project management program<\/a>, and find yourself torn between Trello, Asana, and CoSchedule.<\/p>\n<p>After you choose one, buy it, and install it, then you must learn how to use it. Then you have to train your team. Then you have to do that for every single point solution you need.<\/p>\n<p>Thankfully, with a unified SaaS platform that has CRM integration, you need only do this once!<\/p>\n<h3><span class=\"ez-toc-section\" id=\"7_Automation_of_Everyday_Tasks\"><\/span>7.&nbsp;&nbsp;&nbsp;&nbsp; Automation of Everyday Tasks<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>It takes time to nurture prospects along the buyer\u2019s journey. This involves lots of smaller, tedious tasks that suck up your employees time each day.<\/p>\n<p>When you have a great <a href=\"https:\/\/www.engagebay.com\/crm\/saas-crm\">SaaS CRM<\/a>, the load is considerably less. Research shows that automation can cut back as much as <a href=\"https:\/\/www.workfront.com\/blog\/automation-in-action-how-4-global-brands-are-saving-time-money-human-effort\">20 hours per week<\/a> on these types of tasks. This allows your team to be unburdened, so they can focus on other missions while automation software keeps the wheel spinning.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"8_Simplified_Support\"><\/span>8.&nbsp;&nbsp;&nbsp;&nbsp; Simplified Support<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Sooner or later, you\u2019ll need to contact the provider of one of your point solutions about a problem. Some are better than others when it comes to customer service, and it becomes quite a headache to deal with a dozen or more.<\/p>\n<p>With a single SaaS platform, you just need to keep in touch with one customer service team \u2013 and then they can forge a relationship with you, which is better in the long-term!<\/p>\n<h3><span class=\"ez-toc-section\" id=\"9_Tighter_Security\"><\/span>9.&nbsp;&nbsp;&nbsp;&nbsp; Tighter Security<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Those who are wary about adopting a SaaS platform point to the potential for security breaches. The idea of losing all your data and business information in one fell swoop is certainly concerning.<\/p>\n<p>However, trust is growing. <a href=\"https:\/\/www.gartner.com\/smarterwithgartner\/is-the-cloud-secure\/\">Gartner<\/a> projects that 95% of failures with cloud security will be the fault of the customer by 2022.<\/p>\n<p>With advanced solutions like <a href=\"https:\/\/www.wiz.io\/academy\/cloud-workload-protection-platforms-cwpp\" target=\"_blank\" rel=\"noopener\" data-wpel-link=\"internal\">cloud workload protection platforms<\/a>, posture management, and governance, people are realizing that the cloud is secure now. A unified marketing, sales, and service platform gives you less to worry about, as there is less chance of a weak link compared to working with multiple point solutions.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Utopia_of_a_Unified_Platform\"><\/span>The Utopia of a Unified Platform<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The days of segregation between your sales, marketing, and service teams are gone. To succeed in the modern era, you need a seamless organization whose teams are aligned and focused on the customer.<\/p>\n<p>The flywheel is the new go-to-market strategy that promises to deliver, for both the customer and for your company.<\/p>\n<p>However, to maximize the potential of this customer-centric growth hack, your company can\u2019t play around with point solutions any longer. Marketing automation software is a bottomless pit that people can easily get lost in. It\u2019s easy to take on more tools and end up buried underneath the challenges of running them all.<\/p>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; \/\/ Check every 100ms\r\n                    const checkAndLoad = () => {\r\n                        const params = new URLSearchParams(window.location.search);\r\n                        const elementorPreviewParam = params.get('elementor-preview');\r\n                        if (elementorPreviewParam && typeof EhForms !== 'undefined' && typeof EhForms.loadForms === 'function') {\r\n                            EhForms.loadForms();\r\n                            console.log('EhForms.loadForms() called successfully.');\r\n                        } else {\r\n                            setTimeout(checkAndLoad, interval);\r\n                        }\r\n                    };\r\n                    checkAndLoad();\r\n                }\r\n                \/\/ Call the function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_5161654467690496' data-id='5161654467690496'><\/div>\n<p>Nowadays, the most effective strategy is to adopt a unified marketing, sales, and service platform. With a keen focus on CRM integration, you can use an all-in-one dashboard to unite your teams and get the most out of the flywheel. This helps you:<\/p>\n<ul>\n<li>Generate and nurture leads<\/li>\n<li>Track sales activity<\/li>\n<li>Automate sales, marketing, and customer service tasks<\/li>\n<li><a href=\"https:\/\/www.dialpad.com\/blog\/working-in-silos\/\">Break down silos<\/a> to foster stronger ties within your organization<\/li>\n<li>Forge lasting relationships with customers<\/li>\n<\/ul>\n<p>Essentially, a unified platform is like a fabled golden unicorn, which can be found where your marketing, sales, and customers intersect.<\/p>\n<p>However, the key thing to realize is that this unicorn is <em>so very real.<\/em><\/p>\n<p>Get in touch with <a href=\"https:\/\/www.engagebay.com\/\">EngageBay<\/a> today to take your business to the promised land<\/p>\n<p>&lt;&lt;<a href=\"https:\/\/www.engagebay.com\/crm\/crm-reports\">Use intelligent EngageBay&#8217;s CRM reporting to break down key metrics<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In modern marketing, nothing stays still for long. The rise of automation software and the benefits of customer relationship management [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":3710,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[3199],"tags":[47,153,83,164,97,34,53],"class_list":["post-3702","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","tag-all-in-one-marketing","tag-benefits-of-crm","tag-customer-engagement","tag-customer-relationship-management","tag-marketing-automation-software","tag-productivity","tag-small-business-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.3 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Undeniable Benefits of CRM Integration and a Unified Platform<\/title>\n<meta name=\"description\" content=\"Forget silos between sales and marketing. A unified platform with CRM integration is the future of business and the best way to maximize automation.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Case for a Unified Marketing, Sales and Service Platform\" \/>\n<meta property=\"og:description\" content=\"Forget silos between sales and marketing. A unified platform with CRM integration is the future of business and the best way to maximize automation.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/\" \/>\n<meta property=\"og:site_name\" content=\"EngageBay - All-in-one marketing, sales, and service\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/engagebay\" \/>\n<meta property=\"article:published_time\" content=\"2019-02-07T00:20:10+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-29T07:57:53+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/02\/rawpixel-653764-unsplash-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1674\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"CJ Haughey\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@engagebay\" \/>\n<meta name=\"twitter:site\" content=\"@engagebay\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"CJ Haughey\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"13 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/\"},\"author\":{\"name\":\"CJ Haughey\",\"@id\":\"https:\/\/www.engagebay.com\/blog\/#\/schema\/person\/c47b4a3ca85ed3adb6f5f44f86770686\"},\"headline\":\"The Case for a Unified Marketing, Sales and Service Platform\",\"datePublished\":\"2019-02-07T00:20:10+00:00\",\"dateModified\":\"2025-12-29T07:57:53+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/\"},\"wordCount\":2769,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.engagebay.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/02\/rawpixel-653764-unsplash-scaled.jpg\",\"keywords\":[\"all-in-one marketing\",\"benefits of crm\",\"customer engagement\",\"customer relationship management\",\"marketing automation software\",\"productivity\",\"small business marketing\"],\"articleSection\":[\"General\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/\",\"url\":\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/\",\"name\":\"The Undeniable Benefits of CRM Integration and a Unified Platform\",\"isPartOf\":{\"@id\":\"https:\/\/www.engagebay.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.engagebay.com\/blog\/crm-integration-unified-platform\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/02\/rawpixel-653764-unsplash-scaled.jpg\",\"datePublished\":\"2019-02-07T00:20:10+00:00\",\"dateModified\":\"2025-12-29T07:57:53+00:00\",\"description\":\"Forget silos between sales and marketing. 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