• Apophia

Comparison Between Marketing Automation And CRM

Updated: Mar 17

More often than not, people take CRM and marketing automation to be the same. However, the two are different, and they serve other purposes. Today we want to help you appreciate the difference between the two aspects. This complete guide will discuss each aspect independently, the key differences and the similarity.

What is CRM?

CRM is an abbreviation of Customer Relationship Management.


If you are still struggling and asking yourself how you can always track conversations with your customers and feedback about your products, CRM is the answer.


Customer relationship management (CRM) is a technology for managing all your company’s relationships and interactions with existing and potential customers to improve business relationships to grow your business. This encompasses all tools, skillsets, and tricks you use to keep customers.


Good customer relationship management encourages brands to keep linked to their existing and latent customers, builds faithfulness, crafts customer relationships, and supports joint customer service, increasing sales and productivity.


CRM supports small and medium enterprises in many ways, such as managing operational challenges. Some case studies have shown that SMEs that use CRM have seen an increment in their sales by 29%.(convergeHub). Small businesses should grow to start investing in areas that give back quick and significant returns; using CRM brings back your investment return so fast that this is a good deal for any small business owner.



The customer relationship management usually concerns questions about customers, for example;

  • Who are your customers?

  • How do you get in touch with them?

  • How do you interact with them?

  • What is their perception of your business?

  • What do they do for a living, how often do they visit your business,

  • How satisfied are they regarding the services and the products you provide with them?

Plus, other aspects like tracking sales leads, marketing, and pipeline and delivering actionable data are all managed and controlled by CRM. The system usually focuses on individuals, for example, existing customers, service users, colleagues, or suppliers, finding new customers, winning their business, and providing support and additional services throughout the relationship.

CRM software tools that are commonly used by businesses to manage their customer data and relationships include;

MonkeyPesa: MonkeyPesa CRM is an all-in-one business automation tool. From sales marketing, automation or customer support. With the devotion to help Small and Medium Enterprises (SMEs), MonkeyPesa is a user-friendly tool. The pricing, features, analytics, easy-to-interpret dashboard make it ideal for you.


Pipedrive; Pipedrive is a cloud-based software that helps manage client contacts, automation, lead management and communication tracking. The software offers a free trial for first-time users.

Salesforce; Salesforce is a marketing automation software used to track and monitor customer service, commerce, service, IT, sales and marketing activities in a business or company alongside helping teams work from anywhere and keep in touch with customers.


Freshworks; the software gives you a complete view of customers' interactions to deliver a personalized experience. This allows you to close deals faster with a 360-degree view of your customers. In addition, the marketing automation software has inbuilt tools, for instance, phone and email, dashboards, customizable visual reports, visual deal pipelines, intelligent workflow automation, artificial intelligence based on lead scoring.

Hubspot; Hubspot is a free CRM tool that gives real-time updates on your sales pipeline via virtual dashboards. The software supports many contacts but also does deal tracking.


The benefits of using CRM for the business

Using CRM has many associated benefits that can help you save big in terms of time, money and getting lots of conversions. Some of the benefits include;


1. Customized communication

CRM has tools that allow the customization of messages to customers (receivers). This helps improve conversion rates and sales since most people pay attention to messages that bear their names. Research from Infosys shows that about 86% of customers make up their purchases decisions based upon customization.


2. Creates organization

After entering the system, CRM software tools put together information, track and organize contacts and other customer data. CRM has a central system where information regarding phone contacts, names and email addresses is kept and stored. This helps improve organization and customer service and helps the business get more leads.


3. Improves sales

CRM monitors the purchasing behavior of your current clients and gives you insights into themes and trends. These can be used to grow marketing strategies and lead generations which are strong characters in getting new leads and customers.


4. Enables easy sales progress tracking

CRM allows you to track how sales are going throughout the business. This helps you pinpoint areas you think might need or require improvement, such as monitoring customer journeys, assigning leads to reps, and closing sales.


5. Task tracking

CRM automates activities and processes. This helps to reduce the amount of work that has to be done manually hence freeing up for employees to do other activities.


6. Boosts and improves customer experience

CRM improves customer engagement and boosts customer experience by sending consistent and targeted messages to customers. This helps retain customers who may continuously support the business hence more sales, profits and revenue.


What Is Marketing Automation?

Marketing automation refers to advanced technology that automatically controls all marketing activities through advanced machines/technology.


With marketing automation, everything is done by software or a set of tools. This goes in tandem with quick replies, quick actions, quick responses to customers’ queries, quick updates to customers in case of any changes in the services or products offered, and any other essential communication regarding the company itself.


Related: Everything You Need To Know About Sales Automation


Marketing automation simplifies and shortens the marketing process seamlessly. As a result, communication and conversions happen a lot quicker.