When it comes to systems that enable demand generation campaigns and lead management to someone well versed in CRM systems (such as Salesforce.com), it may appear they offer similar functionality to Marketing Automation Platforms (such as Eloqua). Therefore, you may be quick to dismiss the need for both systems. But there are some powerful differences and reasons why many marketers are choosing to deploy a marketing automation platform in parallel and not rely on the marketing functionality found natively within CRM alone.
The Bottom line: A CRM (Salesforce.com) database holds data and tools most relevant for Sales, but it does not allow you, as a Marketer, to set-up, build, manage, track and optimize marketing campaigns. Only a Marketing Automation Platform, like Eloqua, does. There is, however, great value in integrating the two together so the powerful data gathered by the Marketing Automation Platform is visible to your team in Salesforce.com.
For a complete breakdown of the 12 differences between CRM Systems vs. Marketing Automation Platforms, download the full version of this article.