It helps to get more from the CRM systems
First, let us draw your attention to the fact that CRM-systems and automation programs are not the same things.
The customer relationship management system, or CRM (Customer Relationship Management), is more contact oriented and is mainly used by the sales department. Such programs allow you to save contact information (names, addresses, phone numbers, sometimes — features of customer behavior or details of the last conversation).
Software for marketing automation is intended, in fact, for marketing. In addition to saving important contact information, it shows where users are located in the funnel, what resources they downloaded, which pages they interacted with, and most importantly, they allow them to automatically perform tasks assigned based on these interactions.
Both CRM and automation software are good on their own, but in combination, they become even more beneficial. Using an automation tool with an integrated CRM system, you can see contacts from sales managers and preferred advertising activity — all in one place. This gives you a much deeper picture of the relationship of the individual consumer with your brand, allowing you to choose the best ways to establish contact.
For example, marketing automation integrated with CRM can be used to send targeted emails directly to contacts in your system. Without this integration, you would have to manually download all contacts from the CRM database, losing time and money and risking to take an erroneous user action. So, if someone inaccurately enters an email address, an individual will not receive a letter and the sale will not take place.