Customer relationship management systems often set up an unfortunate rift between marketing and sales departments. Marketers rely on sales teams to input accurate sales data for use in analysing and developing promotional strategies.

However, salespeople aren’t always excited about taking the time and effort to do so.

It may help your salespeople to know how marketers use CRM data to develop B2B lead generation strategies and other marketing programs.

The following are some common marketing uses of your sales data.

Identify and Leverage Trends

Analytics is the use of reporting systems to identify patterns or trends in behaviour, and when you enter enough data on the traits and activities of your customers, it is possible for marketers to determine predictable patterns as shown here from this infographic from Salesforce.


Infographic owned by Salesforce


When marketing understands the connection between messages, products and customer types, it is possible to create and deliver excellent message strategies.

For instance, the marketing team may uncover that particular content messages or lead generation tactics are highly efficient in attracting ideal customers for a particular solution.

Sales teams benefit when they have the opportunity to call on interested buyers.

Gain Enhanced Customer Insights

The more sales reps understand the problems, pain points and circumstances experienced by customers, the more likely they are to deliver effective sales presentations.

With high-quality CRM data, marketing can build insight profiles on customer types, that outline the various factors that impact the buying process for prominent personas.

There can also be times when salespeople trip themselves up by making assumptions.

Data analysis allows marketers to give sellers a more accurate depiction of what customers want, what presentation strategies carry the most weight and how customers expect to be supported following a purchase.

B2B lead generation

Ideally, marketers and salespeople collaborate to figure out what data to collect based on analysis and development objectives.

Prepare High-Impact Collateral Materials

One of the most direct ways marketers use sales data for enablement is by developing quality materials for reps. Marketing departments create brochures, graphics, charts, spreadsheets and digital content that salespeople use during initial contact and on sales calls.

The more insights marketing gleans from your CRM, the greater the team’s ability to develop collateral that supports the value proposition.

In addition to trend awareness and customer insights, data analysis is helpful in pinpointing which types of promotional materials generate the most influence for B2B lead generation.

Buyers in one industry may prefer a path that takes them from a direct mail piece to a dedicated landing page, for instance. In other cases, blog posts and SEO strategies attract the right people to your corporate website.


Sales people are equivalent to the football striker on the pitch – they are selfish – and there is nothing wrong with that as far as I am concerned. There may be a few missed shots, but more often than not, they are the ones who score the goals.

To get salespeople to realise the value of inputting sales data they need to understand what’s in it for them.

Primary benefits include trend identification, enhanced customer insights and high-impact materials development.

The evidence is clear that there is plenty of benefit to the sales team when marketing has valuable data.


Do you want to provide additional support to your marketing and sales teams? We can help.

Contact us to find out how Internal Results can work with your team to optimise your B2B lead generation.

Want To Learn More? Send Us A Message: