One of the most important advantages of marketing automation is combining the tasks of sales and marketing. With the help of automation, data moves between actions in real time and interactively, and goals and functions are defined mutually and measurable.
It is important that leads are taken advantage of quickly but also that these leads are high-quality. Which one would you rather call: an unknown person X from company Y, or a person that you know visited a website of a certain field or downloaded certain material?
Respectively, with the collaboration of sales and marketing it is made sure that a new customer that has been acquired through sales is attached to the realm of marketing as well. This way the customer experience improves and everything possible can be gotten out of the customership from the get-go.