This is our second installment in a series of interviews we're calling: #SmarkLife [Interviews]. We invite successful founders, executives, and marketing and sales leaders across various industries to answer our questions on sales and marketing topics plus a few fun bonus questions.
Our guest today is Loretta Jones, VP of Marketing at Insightly. In her career, Loretta has worked for a number of startups and in a number of management positions before joining Insightly in 2012.
We had the opportunity to talk with her about sales and marketing alignment and CRM technology. Here's what we asked.
The line between marketing and sales is becoming more blurred. In respect to CRM solutions, how is technology changing the relationship between sales and marketing functions?
Technology is making the relationship between sales and marketing more symbiotic and transparent. A good CRM toolset will provide a direct view into the sales pipeline, as well as into marketing activities. Depending on your business model, marketing may also be responsible for sales, or at least delivering leads that are “mid-funnel” as opposed to “top of the funnel.” In this case, a good CRM will keep all customer communication straight so that both sales and marketing have a history of interaction with the customer.