What Role Should Your CRM Play in an Effective MarTech Stack?
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What Role Should Your CRM Play in an Effective MarTech Stack?

In today's digital landscape, having an effective and well-organised martech stack is more important than ever.

Quick take: A martech stack refers to the collection of marketing technologies that businesses use to support and improve their marketing initiatives.

A well-structured martech stack helps businesses to streamline their processes, automate routine tasks, and gain insights into their customer base.

However, with so many tools and technologies available, it can be difficult to know where to start and which tools to use.

So for starters, arguably one of the most important aspects, is the role that your CRM should play in an effective martech stack.


The importance of your CRM

A CRM, or Customer Relationship Management system, is a software tool that helps businesses manage their interactions and relationships with customers.

It's an essential component of a martech stack, as it provides a centralised location for storing and managing customer data.

With a CRM, businesses can keep track of customer interactions, purchase history, and contact information, and use this data to inform and improve their marketing initiatives.

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How can your CRM work harder?

In order to play its role effectively in a martech stack, a CRM needs to be properly integrated with other tools and technologies.

Integrations allow businesses to build a more comprehensive and holistic view of its customers, and to use this information to inform their marketing efforts. By gathering data into one centralised source of truth, you’re able to make much more powerful strategies and campaigns.  

For example, integrating a CRM with a marketing automation platform allows businesses to segment their customer base and send targeted, personalised communications to each group.

Integrating a CRM with other tools in the martech stack is also essential for ensuring that data is consistent and up-to-date across all platforms.

This helps to minimise the risk of data silos, where information is stored in different locations and is difficult to access or use.

By having a unified view of customer data, businesses can make more informed decisions and gain a deeper understanding of their customers.


Data management

In addition to data integration, a CRM should also play a key role in the overall data management strategy of a business.

This means that it should be used to store and manage customer data in a consistent and secure manner.

This helps to ensure that customer data is protected, and that it can be easily accessed and used by relevant stakeholders within the organisation.


Actionable insights

Another important consideration for the role of a CRM in a martech stack is its ability to provide actionable insights.

A CRM should be able to deliver real-time, data-driven insights into customer behaviour and preferences, which can be used to inform and improve marketing initiatives.

This can include insights into customer purchase patterns, website behaviour, and engagement with marketing communications.

By having access to these insights, businesses can make data-driven decisions about their marketing efforts and achieve better results.


Closing thoughts

A CRM plays a crucial role in an effective martech stack. It provides a centralised location for storing and managing customer data, and should be integrated with other tools in the martech stack in order to provide a more comprehensive view of customer data.

A CRM should also play a key role in a business's data management strategy and should be able to deliver actionable insights that inform marketing initiatives.

By considering the role of a CRM in your martech stack, you can ensure that your marketing efforts are well-organised and data-driven, leading to better results for your business.

Not feeling confident about your tech stack? Take our Tech Stack Evaluation Assessment to find out where it might be causing more headaches than it should for your business.  

Or, if you know you need to consolidate your tech, download our Tech Stack Audit template worksheet to get started.