1. Establish two-way data to ensure marketing and sales are both working with the most recent set of information.

 

2. This allows for more effective and accurate segmentation, nurturing and scoring.

 

3. Sales gets real-time visibility into activities and behaviors.

 

4. Opportunity and pipeline revenue data can be included in campaign metrics.

 

 

What Data Should be Integrated?

 

While you can typically integrate any lead, contact and account field from CRM, we recommend you only bring data into your Marketing Automation Tool that:

 

1. You need for segmentation and/or personalization purposes

 

2. You need for reporting purposes.

 

3. You need for scoring purposes.

 

 

Why You Need Data Standardization

 

If your database is older than 3 months, chances are you arleady have bad data. Data acquired from different sources often pose cleanup challenges.

 

Form submission data might not mirror CRM values.

Tradeshow lists may include fields that don't even exist in your database.

Other databases might include non-standard picklist values.

The list goes on and on.

 

Everybody struggles with data. Everybody. Those that have learned to control it have all adopted a formal data standardization process.

 

Why You Need a Data Dictionary

 

Part of the data standardization process is creating a Data Dictionary, which standardizes all field names and field values, including picklists, across the entire organization.