Data is the new soil.” While it may sound exaggerated, this statement holds true in the realm of B2B marketing and sales. In fact, reports indicate that a significant shift is underway: by 2025, 60% of B2B sales organizations will move from intuition-based selling to a data-driven approach. As the focus on data intensifies, it becomes crucial for organizations to grasp how their data flows, both internally through their CRM platforms and externally with their partners.
Traditionally, data flow followed a linear model, moving solely from the provider’s database to the customer’s database. Today, with the abundance of available data, businesses risk missing out on valuable opportunities by limiting their flow to a single direction. In this blog, we’ll delve into the advantages of multi-directional data flows and how organizations can collaborate with their partners to create smarter, more intelligent, and targeted data processes for specific use cases.
Don’t let one-way data flows stifle your deals.
Exploring the benefits of syncing your CRM data with your marketing provider.
Accuracy and Truth
Without a unified source of truth, combining insights from various sources—such as your own data with third-party information—becomes essential for eliminating false positives and enhancing precision in achieving desired outcomes. This approach allows for more accurate targeting of the right accounts at the right time.
Automation
The days of manually updating spreadsheets with ABM targets, sales territory lists, or prospect information are over. By establishing a multi-directional information sync between your data and third-party sources, crucial targeting information is automatically presented. This not only saves valuable time but also reduces errors for both marketers and sales teams.
Sales Rep Interest and Productivity
For sales reps, time is critical, and lead quality is paramount. Real-time, accurate data flowing between systems enables sellers to be more responsive and focused on the accounts and prospects that matter, preventing wasted effort on unsuitable leads. This also ensures that marketers receive timely feedback on lead quality from their sales counterparts.
Integrating with your CRM automates the enhancement of account intelligence, prospect acquisition, and systems synchronization.
Compliance and Data Security
When handling personal data, compliance and data security are paramount. Partnering with a provider that implements robust compliance, privacy, and security measures ensures that both marketers and sales teams can operate more smoothly and confidently.
Opportunity Velocity
Ultimately, both marketers and sellers share a common goal: accelerating deal velocity and driving revenue growth. By leveraging their most valuable asset and implementing multi-directional data flows, organizations can achieve this more efficiently across both teams.
As we navigate this data-driven era, it’s essential for organizations to harness data effectively or risk falling behind. While having a CRM as a central hub was once sufficient, the integration of third-party data is now critical for unlocking its full potential. We’re witnessing this firsthand, as organizations that sync their CRM data with Priority Engine experience 43% faster deal cycles.
To discover how prospect-level intent data from Priority Engine can boost your organization’s revenue, consider exploring our insights or connecting with us today.
