Technology can help sales and marketing teams

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1. Identify the most successful tactics.
2. Make it easier for teams to align best practices.

The analytics provided by a CRM can help identify each touchpoint throughout the marketing and sales process that is critical to a sale. That information, in turn, can provide a data-backed rationale for adjusting the techniques employed in each process.

Further, the modern CRM and supporting technologies may make it easier for sales and marketing teams to implement the techniques that work best. This could include automating the distribution of marketing materials or streamlining the handoff process between teams.

Technology such as computer telephony integration (CTI) can even help teams handle "unplanned" handoffs, like when a prospect calls a customer service line instead of their dedicated sales representative. CTI integration can help manage real-time access to customer data in a CRM and route calls efficiently to the most qualified representative.