Strategy is king for customer relationship management (CRM) systems, and a beneficial option for driving efficiency lies in marketing automation tools.
During a recent webinar, “Are You Ready to Use CRM and Marketing Automation Together?,” our discussion offered practical insights for teams preparing to adopt or refine these specific platforms. Organizations that combine their sales and marketing tools can help improve customer experience and promote internal collaboration.
Below, explore three key themes from this webinar—cross-department collaboration, user empowerment through thoughtful system design, and the value of an architect mindset—that are relevant to professionals looking to connect CRM and marketing automation data effectively.
Collaboration Drives Clarity
Successful CRM and marketing automation integration depends on shared understanding across departments, as marketing, sales, IT, and operations each contribute distinct priorities, from campaign execution and lead routing to licensing and process efficiency.
Department leaders should agree upon definitions (e.g., what qualifies as a lead), responsibilities (e.g., who assigns leads), and expectations (e.g., when marketing should pause outreach during active sales engagement), as these conversations are intended to reduce ambiguity and support consistent data practices. Teams that align early are better positioned to launch with confidence and adapt as needs evolve.
Empower Users Through System Design
Well-structured CRM and marketing automation platforms are designed to support user confidence. To achieve this, organizations should avoid vague or overly granular data fields, which can lead to confusion and inconsistent reporting. Instead, be intentional with naming conventions and field types; use structured picklists and supporting fields to help capture details without overwhelming users. For example, pairing a general lead source field with a “lead source detail” field allows for cleaner segmentation and more meaningful reporting.
In addition, organizations should consider consent management when designing their CRM and marketing automation systems. Capturing topical subscription preferences and opt-in source tracking help teams deliver relevant communications and maintain compliance. These practices support data stewardship and clarity.
Be a Builder
Organizations benefit from approaching CRM and marketing automation with an architect mindset, starting with reliable, scalable processes and iterating as they learn. Avoid overbuilding early, as complexity can hinder long-term usability. Instead, define key data points (e.g., product interest, inquiry type, buyer role) and consider how those fields will support future reporting and segmentation. Simplicity in system design drives a smoother, more intuitive user experience.
Lastly, focus on platform selection before integrating into your business. Consider a framework for evaluating tools based on critical features such as consent management, segmentation flexibility, and integration capabilities. While no platform is perfect, thoughtful selection aligned with your business needs can support long-term success.
How Forvis Mazars Can Help
Launching even a basic program allows teams to begin capturing metrics, refining processes, and building internal alignment. The team at Forvis Mazars is here to help you move forward with confidence in your CRM and marketing automation system journey. Our Business Technology Services team supports organizations in making bold, informed decisions that reflect their goals and empower their teams.
If your organization is exploring CRM and marketing automation integration, connect with a professional from Forvis Mazars today for experienced guidance or to schedule a personalized demo.