CRM & CDP Integration
Joining marketing data to what happened afterwards: identity resolved, records synchronised both ways, and closed-won data fed back where it changes decisions.
Aperçu
Marketing measures leads and sales measures revenue, and in most companies the two datasets never meet properly. Marketing optimises toward form fills that sales knows are worthless, and nobody can produce a channel report that ends in closed business.
Connecting them is mostly an identity and hygiene problem rather than a technical one. Getting the same person recognised across systems, agreeing what a duplicate is, and deciding which system wins on each field is the work. The integration itself is usually the easy part.
À qui cela s'adresse
- Companies whose marketing reporting stops at the enquiry
- Businesses where sales and marketing quote different pipeline numbers
- Teams considering a CDP without a clear reason for one
Notre approche de CRM & CDP Integration
Les travaux précis que couvre une mission type. Le périmètre est convenu d'avance : rien ici ne réapparaîtra plus tard comme une ligne surprise.
Identity resolution
Recognising the same person across web, CRM and email. Deciding the matching rules is most of the difficulty.
Field mapping and ownership
Which system is authoritative for each field, so a two-way sync does not overwrite good data with stale data.
Deduplication
Merge rules and a cleanup of what is already there. Most CRMs carry more duplicates than anyone expects.
Closed-loop reporting
Pushing closed-won and closed-lost back into marketing platforms so bidding and reporting reach revenue.
Segmentation and activation
Building audiences from combined data and sending them to the channels where they will be used.
Governance
Consent state travelling with the record, and deletion propagating across systems rather than stopping at the first one.
Du premier échange au résultat mesuré
Toujours la même séquence, pour que vous sachiez ce qui vient ensuite.
Map
Document what data lives where, what conflicts, and what the duplicate situation actually is.
Decide
Agree identity rules, field ownership and merge behaviour before connecting anything.
Integrate
Build the sync with error handling and a reconciliation report, starting one-way before going two-way.
Close the loop
Push outcome data back to marketing platforms and verify that bidding and reporting improve.
Des résultats, pas des livrables
Un empilement de documents n'est pas un progrès. Voici les changements que le travail doit produire.
Reporting that reaches revenue
Channel performance measured in closed business rather than in enquiries changes budget decisions immediately.
Better automated bidding
Feeding real outcomes back means platforms optimise toward customers rather than form fills.
One version of a customer
Identity resolution and deduplication end the arguments about whose number is right.
Consent that travels
Preferences and deletion propagating properly is both a legal requirement and a trust issue.
Questions fréquentes sur CRM & CDP Integration
Ce qu'on nous demande avant de nous contacter. Si votre question n'y est pas, posez-la nous directement.
Do we need a CDP?
Less often than they are sold. A CDP earns its cost when you have many sources, high volume and real-time activation needs. For most mid-sized companies, a well-integrated CRM plus a warehouse does the same job for considerably less. We would rather say that than implement one.
How long does a CRM integration take?
Four to ten weeks depending on data quality. The integration is quick; agreeing identity rules and cleaning up duplicates is what takes the time, and skipping it produces a sync that spreads bad data faster.
What is closed-loop reporting?
Sending the eventual outcome of a lead back to the systems that generated it, so a channel is judged on revenue rather than on enquiry volume. For long sales cycles it is the single highest-value integration available.
Our CRM data is a mess. Should we fix it first?
Partly, and in parallel. Waiting for perfect data means never starting. We usually clean the fields the integration depends on, connect it, then improve the rest with the sync in place and visible.
Vous réfléchissez à CRM & CDP Integration ?
Dites-nous ce que vous cherchez à changer. Si nous ne sommes pas les bons interlocuteurs, nous vous le dirons et vous orienterons ailleurs.
Vous cherchez la vue d'ensemble ?
CRM & CDP Integration accompagne généralement d'autres travaux en Data, Analytics & Measurement. Parcourez tout le domaine pour voir les liens.