How an Inbound Marketing System Can Help Increase Revenue

We'd all like to think our company has one team responsible for generating revenue, but in most organizations, sales and marketing teams do not work in concert to achieve the company's objectives. They exist separately, communication between the two teams is usually informal and irregular, and their data is siloed in ways that make it impossible to share.

I suggest that you can integrate your sales and marketing teams effectively by using inbound marketing and marketing automation, especially when combined into one approach that we call an inbound marketing automation system.

Let's begin by defining some terms:

Inbound marketing: The phrase was invented by HubSpot and refers to the technique of "getting found" on the Internet. It relies on search engine optimization, social media marketing, and pay-per-click advertising. In this paradigm, one spends—according to a HubSpot study—about 60% less to acquire a lead than one purchased via more traditional, "outbound" approaches such as trade shows, published ads, or cold calling.