Marketing and sales: towards effective collaboration with integrated technology

For years, marketing and sales have lived like neighbors who barely say hello. Although they share common goals, the truth is that many times their processes, tools, and metrics do not speak the same language. However, changes in buying habits, pressure for results, and the rise of omnichannel strategies have made one need very clear: marketing and sales must truly work together.

This approach does not only involve aligning strategies and objectives. It also requires technological solutions that reflect this integration. Software such as Infunnel makes it possible to follow the customer throughout the entire journey, make decisions in real time, and adopt a genuinely collaborative approach.

The user does not perceive departments, but experiences. From the moment they leave their details in a form to the moment they complete a purchase over the phone, they expect coherent, agile, and personalized responses. When marketing and sales operate separately, that experience becomes fragmented: opportunities are lost, messages are repeated, and value promises become blurred. On the other hand, with a shared strategy and platform, both areas can act as a single team: connected, efficient, and focused on what truly matters: the customer.

Why is it important to align marketing and sales?

Because when both teams work with shared goals and integrated data, the results are noticeable across the entire operation:

• Lead-to-customer conversion increases.
• Campaigns become more effective.
• The customer journey becomes smoother.
• The experience improves in a tangible way.
• Decisions are based on real data rather than isolated interpretations.

When both teams operate separately, the outcome is internal noise, duplicated efforts, and a fragmented customer experience.

One of the main barriers to this alignment is often the technology itself. In many organizations, marketing and sales use disconnected tools, which causes errors in data transfer and hinders customer journey traceability.

This becomes particularly complex when the lead begins their journey on digital channels and completes the conversion through a phone call or another assisted channel. Keeping that entire journey unified within a single ecosystem is one of the greatest challenges for many companies.

The integration between the contact center (Inconnect) and the CRM and automation software (Infunnel) solves this challenge: both systems work in sync so that every interaction, whether by phone, email, WhatsApp, or web form, is recorded in a single platform. This eliminates information silos and consolidates processes around a more coherent, measurable, and efficient customer experience.

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Optimize touchpoints with technology strategies.

From theory to practice: how are marketing and sales integrated?

Achieving real integration between marketing and sales goes beyond improving communication between teams. It is about building a joint way of working in which strategies are aligned, data flows smoothly, and every stage of the funnel is connected from start to finish.

For this integration to truly work, it must be addressed both operationally and technologically, which means defining common objectives, sharing indicators, and having tools that provide visibility and traceability for both teams.

Here are the pillars that make it possible:

1. Unifying objectives and language: thinking in Smarketing mode

Integration starts with mindset. The Smarketing approach proposes aligning marketing and sales teams under shared objectives and processes. Instead of measuring success separately, joint goals are defined, such as the number of qualified opportunities, conversion rates, or cost per acquisition.

But unifying does not mean merging roles; it means collaborating actively:

• Marketing gains a better understanding of the type of lead the sales team needs.
• Sales understands the customer’s prior journey and can better personalize their approach.  

Here is where technology plays a key role. With Infunnel, both teams can work within the same environment, with access to the same data, scoring tools, automations, and shared dashboards.

Moreover, thanks to its integration with the contact center (Inconnect), the sales team has real-time access to this information: any agent handling a call can view the lead’s complete history, previous interactions, and the source of their interest, all from a single screen. In this way, alignment between marketing and sales is not only strategic, but also operational.

2. Measuring with common indicators

One of the most critical points is sharing metrics and indicators. If marketing and sales do not share them, they end up speaking different languages. With a solution like Infunnel, it is possible to establish unified dashboards where both teams can see:

• Conversion rate by channel.
• Qualified leads by source.
• Cost per real opportunity.
• Average time to close.
• ROI by campaign or segment.

All with complete, real-time traceability.

3. Achieving full customer journey traceability

One of the greatest advantages of integrating marketing and sales is being able to track the customer from the first click to the closing stage without missing any interaction. This not only improves internal efficiency but also enables better decisions at every stage of the funnel.

There are no shortcuts here: if each team uses its own CRM or automation tool, traceability is lost.

With Infunnel, the entire lead journey is consolidated into a single platform. By operating in connection with the contact center, it collects all data from the global journey:

• From the initial click on an ad or the download of a piece of content.
• To the sending of an email, a WhatsApp conversation, or a sales call, with complete traceability of these channels thanks to its integration with the contact center.
• And beyond, with functionalities for post-sale analysis, remarketing, and customer loyalty.

This approach is particularly valuable in sectors with complex purchasing processes, such as education, insurance, or healthcare, where decisions are rarely made in a single step or through a single channel.

4. Adopting an omnichannel vision

Today’s customers do not limit themselves to one channel. They research on social media, send questions via WhatsApp, subscribe to newsletters, call on the phone, compare prices on websites, and expect a seamless, integrated experience regardless of the point of contact.

This is why the integration of marketing and sales must also be omnichannel. This is only possible if the technology in use allows all interactions to be viewed and managed from a single screen.

Through Infunnel, it is possible to:

• Capture leads from multiple channels and unify them into a single flow.
• Automatically assign opportunities to the sales team according to defined criteria.
• Automate responses and follow-ups based on user behavior.
• Access a 360° view of the customer, including their complete interaction history.

This allows for improved service and the identification of which channels are most effective, when to intervene, and how to personalize the sales proposal.

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Discover how to automate processes in marketing and sales.

Integrating marketing and sales starts with common technology

Having strong teams, effective campaigns, and a solid offer is not enough if marketing and sales use different systems with no shared visibility or connected processes. In that context, it is easy to lose opportunities, duplicate tasks, or make decisions based on incomplete information.

To achieve real integration, it is essential to have a platform that acts as a meeting point, facilitates collaboration, and makes it possible to visualize every customer interaction from acquisition to closing.

This shared vision is possible when the CRM and contact center operate in sync, feeding each other with key data. In this way:

• Marketing can automate campaigns and manage leads in a centralized way.
• The sales team, especially those working from the contact center, have real-time access to all the information generated throughout the funnel.

This interoperability between Infunnel and Inconnect ensures that every step of the customer journey is documented, aligned, and available to all teams involved.

With Infunnel, this integration becomes tangible:

• All marketing and sales activity in a single environment.
• Total traceability and unified view of the customer journey.
• Process automation without loss of context.
• Analysis of shared KPIs to improve every stage of the funnel.
• Multichannel coordination for a smooth, uninterrupted experience.

Thanks to its integration with Inconnect, the contact center also operates with this same information. Agents have real-time access to the customer profile, their previous interactions, and the complete funnel context. This synergy between CRM and contact center eliminates operational silos and strengthens continuity throughout the customer journey.

When marketing and sales stop working in parallel and start moving in the same direction, it leads to internal efficiency, higher conversion rates, and more satisfied customers. Would you like to see how this integration works in practice? Request a demo and see for yourself how Infunnel and Inconnect work together, connecting marketing, sales, and the contact center to deliver a unified and efficient experience.