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What do you dislike about marketing automation integration with salesforce?
Marketing automation vendors integrate with salesforce.com in different ways. As a vendor I'm looking for input on what you find works (or doesn't work) for your company or clients.
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2 Answers
In my experience, it's quite typical that the Sales user often is seeking to 'blast' unsolicited e-mails (i.e. 'send to a list') using the marketing automation system - which can cause issues because generally Marketing systems are designed to operate on opt-in mailing lists. So, in other words, there can be a disconnect as to how these solutions are most properly used.
There should be some type of two-way synchronization between the system of record (Salesforce/CRM) and campaign management (Marketing) system in order to keep track of which customers and prospects have both opted-in to as well as responded to which campaigns. Too many customers simply set up a one-way interface for 'blasting' which can cause less-than-optimal results, not to mention unhappy customers and 'spam' complaints.
Most of the marketing automation solutions integrated with SFDC either require the user to work in a different screen view or tab (custom object). From a user's perspective it's a bit inconvenient having to toggle back and forth between different views. In my opinion, the ideal is to have the system imbedded directly in the user screen so when working in a specific record, the user doesn't have to leave that screen to execute the task or view the history. That said, due to the complexity of most marketing automation solutions and the amount of information stored, this is a challenge to accomplish - the result would be having the user to scroll in a screen within a screen which has it's own drawbacks.
Another thing to consider in integrating is if you are using API calls, there are some limitations in execution depending on what version of SFDC a client has. Salesforce.com sets limits on the number of API calls allowed per day. This can be problematic if the software is executing a task and the API call limit is hit.
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