HubSpot and CRM Intergation

Popular CRM systems that you may have heard of include Salesforce, SugarCRM, NetSuite, Microsoft Dynamics, InfusionSoft, ACT!, and Highrise. They typically offer integrations with other popular software and applications — for example, HubSpot software integrates with all of the CRMs listed above (and more!) so that lead intelligence can be easily passed from HubSpot to a business’ CRM, and this integration is easily done with the help of one of the CRM Integration Providers found in HubSpot’s Service Marketplace.


What are the Benefits of a CRM?

There are many things a CRM can help you do that should get marketers pretty excited! Here’s how a CRM can make you a more effective marketing and sales machine.
Easy Access to Lead Intelligence for Sales — When Sales works within a CRM that’s integrated with your marketing software, they’re able to access lead intelligence all from one place. So if you’re using, let’s say, HubSpot as your marketing software and Salesforce as your CRM, your sales team never has to log out of their CRM to get all the juicy information you have about their leads. They’ll also likely have better lead intelligence with a CRM, because not all of the lead intel you gather happens through your marketing software. As others on your sales team talk to and learn more about a lead, they can add information to their contact record in your CRM so that anyone who speaks to them has a complete picture of who that lead is and the personal interactions they’ve had with others on your team.

Better Sales and Marketing (SMarketing) Alignment

Let’s be clear. A CRM does not solve for SMarketing alignment; but it does enable it. Sales and Marketing both have numbers they need to hit each month, and when both teams work within a CRM that is integrated with your marketing software, it’s easy for everyone to quickly assess how each team is progressing with their goals, and identify and remedy problems early on in the month. You can set up real-time reporting that tells anyone in Sales how close Marketing is to hitting its monthly leads goal, and Marketing can see whether Sales is calling those leads filling the pipeline. It’s also worth noting that CRMs are used for customers too, not just leads; so customer service communications and metrics can be easily documented for account managers to reference with their current customers.

Help Sales Prioritize its Pipeline

A CRM not only gives complete visibility into the sales pipeline, but it also helps reps prioritize who to call first so they don’t miss important opportunities. When Sales and Marketing set up a CRM, they can identify important fields and implement a lead scoring system. Or, if you haven’t gotten to scoring leads, a “sifting” system. It will empower salespeople to prioritize the best opportunities instead of embarking on a disorganized search through a pipeline full of leads at various stages in the buying cycle.

Closed-Loop Reporting Lets Marketers Improve Campaigns

When you integrate marketing software with your CRM, Marketing can easily analyze the effectiveness of its campaigns with closed-loop reporting, because your software and your CRM are constantly talking to each other through an API. So when a salesperson converts a lead into a customer, he or she can mark it in the CRM, and it will automatically be noted in your marketing software, too. Marketing is now able to do a little back-tracking to see which campaigns and channels contributed to bringing in and re-converting this lead. What channel did that lead come in through? What content contributed to that lead’s conversions? Mapping marketing activities to sales events is critical for Marketing to improve future campaigns.