In advertising days of yore, marketing and sales teams didn't play well together, data wasn't actionable, and the systems to store customers' data were hardly more efficient than an address book. Over time, the simple databases used to collect and retain prospect and client data evolved into what we know today as customer relationship management (CRM) systems. As CRM systems matured, the relationships between data did as well. Features that enabled leads to be associated with companies, lists, opportunities, and more became standard across all reputable CRMs. Clever marketers saw an opportunity to benefit the bottom line by further leveraging this data. This gave birth to marketing automation platforms.
In this week’s Digital Marketing Mondays Hans and Devin discuss origins and functions of modern CRM and marketing automation systems, as well as the role they will play in the future where the likes of Google and Facebook are no longer collecting 3rd party data.
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