At Oracle | Eloqua we strongly believe one of the keys to driving revenue is alignment between Sales and Marketing. We refer to this as Sales and Marketing being Best Friends Forever (BFF). That being said, best friends do not always need to share everything and we wanted to see if this holds true in the world of business.
Rewind to your college years: you live with your best friend, you each have your own room, with your own setup but share a living room which you both use and enjoy.
The same is very true for Sales and Marketing and the technologies used by each. Marketing has their own “room” with Eloqua and likewise for Sales, the CRM. The shared “living room” is the integration between Eloqua and CRM. We decided to look at data used by marketers in Eloqua and how much of that overlaps with what Sales maintains in CRM. Specifically we looked at explicit contact data and found that about half of our customers only have a data overlap of about 15% - 25% between Eloqua and CRM.
So the answer is no, BFF’s do not need to share everything. Sales and marketing need to agree on how to live together in their shared spaces, but they also need their own systems, just like you and your best friend needed your own rooms. Marketing and sales are always going to have their own unique sets of data for their respective needs. What is important is to continuously ensure sales and marketing are sharing the right data points, not necessarily all of it.