Sales and marketing automation’ refers to a productive interplay between sales and marketing departments that can be achieved by leveraging sales and marketing automation tools in tandem. Doing so makes for better interdepartmental alignment, more pointed campaigns, higher quality leads, and other mutual benefits. It is a potent combination of sales and marketing tools that work in tandem to nurture leads and convert them.

Integrating standalone solutions into a single platform can produce actionable results, like versatile business intelligence that applies to your entire business plan. Sales personnel working with sales automation tools will get important datasets out of the CRM system, or even better, a CDP (if you have one). Marketing can go back and look at what’s selling within the business to redraft a marketing campaign. This is an acting definition of the collaborative context of enterprise automation — one individual tool can have a direct impact on other processes indirectly related to it.