Sales and marketing often have different views on which data is valueable.
Sales is focused on pipeline, order, order history and meetings while marketing is focused on the effect of campaigns, competitor activities and trends in the market.
All the information is within the company, but sales and marketing do not share their information and therefor have no common picture of the customer or which parameters that describe a good customer. this means that it is diffecult to sell to the right customer at the right time.
The solution is called 'closed loop marketing’. Through 'closed-loop-marketing’ data is easily transfered between sales and marketing and customers are tracked through a 'interested-to-customer' flow. With the right technology the information about who the customer is and what they buy flows easily.
