By aligning whole software systems and data-sets, an integrated database is greater than the sum of its constituent parts. Complete database integration of sales and marketing will produce dramatic increases in revenue and conversions. These key elements of data integration have the power to transform how you do business:


Connecting your marketing database with all data repositories and customer touch points is a key step toward Marketing AI.


Putting all your data into a consistently recognizable format makes it universally useful. Records are only accessible if they have been normalized.


This process includes all the operations your database manager performs to enhance overall data quality and enables programmatic marketing to take shape. Data hygiene and data enrichment can fill in details on customer files and maintain high-quality information in real time.


What buying signals do your customers send? Are your buyers ready for an upgrade or cross-marketed products? How do you achieve greater relevance to each of your prospects? Analytics can give you the answers to these questions and more – but only with full real-time access to integrated data.


Even in B2B sales, selling depends on a person-to-person connection. That philosophy is the core principle of account-based marketing. Sales and marketing integration gives you the power to personalize communications to a greater degree than ever, guiding the user experience and providing unrivaled customer care. As marketers and sellers work together on accounts, customers get to know their sales team personally as well as becoming familiar with your brand.


Every marketing campaign, service call, or sale contributes to your customer knowledge. Over time, you become an expert on your buyers and can refine your marketing approach in ways your competitors can’t hope to match.

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Data Science Capability Maturity: A Self-Assessment

Pinpoint your organization’s current data science capabilities