--- title: B2B Marketing ROI Requires An Ecosystem description: Marketing wants to demonstrate that marketing investments and the marketing automation tool are delivering results, and sales wants marketing to produce more and better leads. That’s where a CRM and marketing automation ecosystem can help achieve these goals, lean-out the lead management process, and provide data, metrics, and analytics everyone can rely on --- # Sales Outcomes Open main menu Close main menu [Marketing Solutions](https://www2.salesoutcomes.com/sales-outcomes-b2b-sales-marketing-insights/tag/marketing-solutions) [Sales Solutions](https://www2.salesoutcomes.com/sales-outcomes-b2b-sales-marketing-insights/tag/sales-solutions) # B2B Marketing ROI Requires An Ecosystem [Hernan Vera](https://www2.salesoutcomes.com/sales-outcomes-b2b-sales-marketing-insights/author/hernan-vera) [Share this blog post on Twitter](https://twitter.com/intent/tweet?text=I+found+this+interesting+blog+post&url=https://www2.salesoutcomes.com/sales-outcomes-b2b-sales-marketing-insights/b2b-marketing-roi-ecosystem) [Share this blog post on Facebook](http://www.facebook.com/share.php?u=https://www2.salesoutcomes.com/sales-outcomes-b2b-sales-marketing-insights/b2b-marketing-roi-ecosystem) [Share this blog post on LinkedIn](http://www.linkedin.com/shareArticle?mini=true&url=https://www2.salesoutcomes.com/sales-outcomes-b2b-sales-marketing-insights/b2b-marketing-roi-ecosystem) *                      For more B2B Marketing ROI Tips,[Click Here to Subscribe to Two-Bullet-Tuesday](https://salesoutcomes.us19.list-manage.com/track/click?u=bd9e3fde30500bfb3b09549c6&id=29cc4c3444&e=7c7733f6b0)* ## **Most modern B2B marketing organizations have adopted CRM and marketing automation tools to help drive B2B marketing ROI.** *Marketing automation campaign metrics may garner attention, but marketing ROI can remain elusive and vague, [leaving marketers and business leaders struggling to prove their worth](https://salesoutcomes.com/measurement-reporting-and-roi/?utm_source=2-Bullet+Tuesday+VIPs&utm_campaign=0c3ffae286-EMAIL_CAMPAIGN_2019_10_08_02_48_COPY_01&utm_medium=email&utm_term=0_25f5207c75-0c3ffae286-). **On the other hand, sales teams struggle when marketing campaigns deliver poor quality leads who aren’t ready to buy.*** Marketing wants to demonstrate that marketing investments and the marketing automation tool are delivering results, and sales wants marketing to produce more and better leads. That’s where a CRM and marketing automation ecosystem can help achieve these goals, [lean-out the lead management process](https://salesoutcomes.com/b2b-marketing-roi-and-why-sales-ignores-leads-they-receive/?utm_source=2-Bullet+Tuesday+VIPs&utm_campaign=0c3ffae286-EMAIL_CAMPAIGN_2019_10_08_02_48_COPY_01&utm_medium=email&utm_term=0_25f5207c75-0c3ffae286-), and provide data, metrics, and analytics everyone can rely on.  ## It’s paramount to understand the differences between B2B marketing ROI automation and CRM tools to optimize a CRM and marketing automation ecosystem… **B2B Marketing automation tools are best suited for:** - **Streamlining digital campaign creation** - **Managing and automating prospect interactions (engagement)** - **Email marketing** - **Lead nurturing** - **Scoring and grading** ## **CRM tools are best suited for:** - **Being the primary source for Account and contact segmentation attributes** - **Tracking the lead management process and lead funnel** - **Associating leads and contacts to Opportunities** - **Managing and sales team activity** - **Tracking sales opportunities generated from leads as they move through the pipeline** - **Measuring campaign influence, beyond direct campaign attribution**   **Integrating CRM and marketing automation tools is technically straight-forward. *However,*** ***[mapping an integrated marketing-to-lead-to-opportunity ](https://salesoutcomes.com/marketing-strategy/?utm_source=2-Bullet+Tuesday+VIPs&utm_campaign=0c3ffae286-EMAIL_CAMPAIGN_2019_10_08_02_48_COPY_01&utm_medium=email&utm_term=0_25f5207c75-0c3ffae286-)******end-to-end process can be complicated**.* The inherent complexity with an integrated process is what often results in the [disconnect on how ROI will be measured](https://salesoutcomes.com/fixing-the-disconnect-between-marketing-sales-operations/?utm_source=2-Bullet+Tuesday+VIPs&utm_campaign=0c3ffae286-EMAIL_CAMPAIGN_2019_10_08_02_48_COPY_01&utm_medium=email&utm_term=0_25f5207c75-0c3ffae286-). Based on [our experience](https://salesoutcomes.com/client-success/), we see CRM and marketing automation integration efforts primarily focus on getting email marketing automation up and running as fast as possible to [generate leads for the sales organization](https://salesoutcomes.com/demand-generation-lead-management/?utm_source=2-Bullet+Tuesday+VIPs&utm_campaign=0c3ffae286-EMAIL_CAMPAIGN_2019_10_08_02_48_COPY_01&utm_medium=email&utm_term=0_25f5207c75-0c3ffae286-). Marketing automation vendors claim that ROI can be measured within their solution, and for simple use cases, they can provide insight into ROI. **For comprehensive B2B marketing ROI measurement, the CRM system is best.** *If your organization is struggling to measure marketing ROI, we first recommend a thorough refresh of the end-to-end marketing-to-lead-to-opportunity process.  This process should accurately reflect the differences between CRM and marketing automation solutions capabilities for measuring B2B marketing ROI.*    *       For more B2B Marketing ROI Tips,**[Click Here to Subscribe to Two-Bullet-Tuesday](https://salesoutcomes.us19.list-manage.com/track/click?u=bd9e3fde30500bfb3b09549c6&id=29cc4c3444&e=7c7733f6b0)* ### Leave a Comment ## Related Articles [Demand Generation & Lead Management](https://www2.salesoutcomes.com/sales-outcomes-b2b-sales-marketing-insights/tag/demand-generation-lead-management) ### [Four Factors Contributing to the Lead Generation Crisis for Complex Sales](https://www2.salesoutcomes.com/sales-outcomes-b2b-sales-marketing-insights/four-factors-contributing-to-the-lead-generation-crisis-for-complex-sales) **Four Factors Contributing to the Lead Generation Crisis for Complex Sales:[1. Office Phones Are Not Being Answered](https://www2.salesoutcomes.com/sales-outcomes-b2b-sales-marketing-insights/b2b-marketing-roi-ecosystem#OfficePhonesAreNotBeingAnswered)[2. Emails Are Not Getting Through](https://www2.salesoutcomes.com/sales-outcomes-b2b-sales-marketing-insights/b2b-marketing-roi-ecosystem#EmailsAreNotGettingThrough)[3. Salespeople Don’t...](https://www2.salesoutcomes.com/sales-outcomes-b2b-sales-marketing-insights/b2b-marketing-roi-ecosystem#SalespeopleDontLikeMarketingAutomationLeads)** [Hernan Vera](https://www2.salesoutcomes.com/sales-outcomes-b2b-sales-marketing-insights/author/hernan-vera) [Read More](https://www2.salesoutcomes.com/sales-outcomes-b2b-sales-marketing-insights/four-factors-contributing-to-the-lead-generation-crisis-for-complex-sales) [Marketing Solutions](https://www2.salesoutcomes.com/sales-outcomes-b2b-sales-marketing-insights/tag/marketing-solutions) ### [Fixing The Disconnect Between Marketing & Sales Operations](https://www2.salesoutcomes.com/sales-outcomes-b2b-sales-marketing-insights/fixing-the-disconnect-between-marketing-sales-operations) **Modern B2B marketers rely on useful CRM data, lean lead management processes, and a robust feedback loop from sales teams to drive marketing impact and ROI**. *...* [Hernan Vera](https://www2.salesoutcomes.com/sales-outcomes-b2b-sales-marketing-insights/author/hernan-vera) [Read More](https://www2.salesoutcomes.com/sales-outcomes-b2b-sales-marketing-insights/fixing-the-disconnect-between-marketing-sales-operations) #### About - Menu Item One - Menu Item Two - Menu Item Three #### Services - Menu Item One - Menu Item Two - Menu Item Three #### News - Menu Item One - Menu Item Two - Menu Item Three Follow us on Facebook Follow us on LinkedIn Follow us on Twitter Follow us on Instagram ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Hernan Vera", "url" : "https://www2.salesoutcomes.com/sales-outcomes-b2b-sales-marketing-insights/author/hernan-vera" }, "dateModified" : "2022-10-26T20:41:16.682Z", "datePublished" : "2020-04-07T11:36:08.000Z", "headline" : "B2B Marketing ROI Requires An Ecosystem", "mainEntityOfPage" : { "@id" : "https://www2.salesoutcomes.com/sales-outcomes-b2b-sales-marketing-insights/b2b-marketing-roi-ecosystem", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject" }, "name" : "Sales Outcomes" } } ```