Uniting sales and marketing with CRM

By Matt Freestone, Unmatched.

Successful collaboration between sales & marketing can ensure that customers have a smooth experience from the moment they first learn about your product or service, to when they decide to buy it.

Published in UK Director Magazines Spring 24

Matt Freestone, Unmatched

Sales and marketing teams haven’t always seen eye to eye. They often have different goals and don’t communicate with each other very well. However, by working together, marketing can attract the right kind of customers and sales can do a better job of making those customers happy so that they will keep coming back, leave great reviews, and grow revenue.

A CRM Solution

Using a Customer Relationship Management system (CRM) like HubSpot can make this alignment between departments easy.

Effective tools include:

Lead Scoring

Lead scoring is like giving points to potential customers based on what they do – like visiting a website or opening emails. This helps the sales team focus on people who are more likely to buy, making their job more efficient. At the same time, the marketing team learns what attracts the best leads and can focus on what works.


We can automate (almost) any admin by using HubSpot Workflows. For example, if someone downloads a brochure, they might get a follow-up email automatically, which can then set a task for a salesperson to follow up. This keeps potential customers moving smoothly towards making a purchase, without anyone having to remember to send that email or make that call. It’s a way for sales and marketing to make sure no opportunity is missed. Of course, this is just a simple example, and we can go a lot further.

Reporting Dashboards

It’s important for sales and marketing to share what they know, and HubSpot’s Dashboards make this easy. These dashboards show how well the teams are doing in real-time, so everyone can see what’s working and what’s not, and can then quickly adjust plans based on what the data shows.

Explore the Possibilities

By having your CRM, marketing, sales, and service tools all in one place, reporting is easier and collaboration a breeze. Sharing out-of-date spreadsheets is a thing of the past.

The Unmatched team, based out of Bury St Edmunds, have introduced dozens of businesses to HubSpot. Onboarding typically takes from 6-12 weeks, but benefits are seen from week two.

We’re East Anglia’s top HubSpot Solutions Partner, delivering marketing campaigns, sales process training, digital marketing, and systems improvements. We make HubSpot effortless, so drop us an email to arrange a free consultation.

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Get in Touch

Matt Freestone is the Managing Director of Unmatched, a Diamond HubSpot Solutions Partner based in Bury St Edmunds.

T: 07467222669
E: matt@unmatched.agency
Or visit www.unmatched.agency

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