70% of the buyer’s journey is completed prior to Sales engagement and the majority of that engagement involves self-researching via digital information consumption. Nowadays, the buyer’s journey is a much more complicated cycle that puts the power into the hands of the buyer. A CRM and a marketing automation platform—and their the two respective teams—that operate separately of one another lead to a disconnected approach toward the same sales cycle. In order for Sales to assist buyers in the primarily independent portion of the journey, Sales must rely on marketing activities and insight, which are housed within a marketing automation platform. By integrating your CRM with your marketing automation tool, the platform can create resources for the buyer’s digital consumption, track their activity and give better context and visibility to the Sales team, enabling them to engage at the pivotal purchase-decision moment with an understanding of the prospect’s mindset and needs. Rather than Marketing and Sales and their respective technologies operating in a disconnected manner, they can work together for high-quality lead hand-off and conversions.


An integration between marketing automation and CRM is a means to a quicker, more efficient handoff of qualified leads to Sales. By utilizing the two tools together, Marketing can more effectively track leads to revenue and Sales can understand a prospect’s prior engagement to tailor conversations and more effectively convert. The functionality of the integration itself helps Marketing and Sales gain visibility into leads throughout their buyer’s journey and provides an automated bi-directional sync between the two platforms, meaning a complete data-share without any manual imports or exports or digging for information between the two systems. With marketing automations lead scoring and tracking capabilities, a prospect’s data is automatically captured, tracked and updated in the CRM according to their engagement with marketing’s assets. This ensures your data on contacts is consistently updated according to their preferences, interests and mindsets.


Salesfusion natively integrates with the 7 leading CRMs in the world: SugarCRM, Salesforce, Bullhorn CRM, Infor CRM, Netsuite, Sage, and Microsoft Dynamics.

The integrations include:

• Automatic, bi-directional sync of information between the two platforms for improved lead management

• A hand off of higher qualified leads from Marketing to Sales

• Custom lead scoring and tracking to capture prospects data, track them throughout the buyer’s journey and hand them off to the sales team at the purchase-decision moment with contextual, actionable data to help them close deals more effectively

• Sales and Marketing alignment for an efficient approach that drives conversions

• Proven ROI due to a more unified approach to the buyer’s journey and proven value in your technology

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