In my years of experience at both HubSpot and Salesforce, I've noticed a common problem: the disconnect between marketing and sales. When the data from each area is left on isolated "islands", the company operates in the dark. Marketing doesn't understand what really generates revenue, and sales doesn't have the full context of the lead.
Integrating this data is not just a technical matter; it's a strategic decision that aligns the entire company around the customer. It is the foundation for building an efficient and scalable revenue operation (RevOps).
The Cost of Disconnection: When Data Creates Chaos
When marketing and sales don't share the same data source, the symptoms are immediate:
-
Poorly qualified leads: The sales team wastes time on leads that will never be ready to buy.
-
Loss of visibility: It's impossible to have a complete view of the customer journey, from the first contact to the sale and after-sales.
-
Misaligned goals: Marketing and sales operate with different KPIs, generating conflict instead of collaboration.
-
Decision-making based on "guesswork": Without reliable data, teams are unable to identify bottlenecks or optimize investments.
This disconnection not only generates inefficiency, but also has a direct impact on revenue. We've already talked about this in our article How misalignment between Marketing and Sales slows down the growth of your operation.
Benefits of Integrating Marketing and Sales Data
Integration brings clarity and control. When data flows freely between teams, the company can:
-
Have a 360º view of the customer: Understand every interaction, email and click in one place.
-
Automate intelligently: Create marketing automation flows that activate tasks for the sales team at the right time, speeding up the sales cycle.
-
Increase efficiency: According to the report "The Reality of Marketing in Brazil 2025", 85% of marketing leaders in Brazil believe that AI helps them make more agile decisions. Unifying data is the first step for AI to optimize your operation in a real way.
-
Improve predictability: With unified reports, leadership has clarity on funnel performance and can make more accurate revenue projections.
Why is HubSpot the Center of this Strategy?
One of HubSpot's greatest advantages is its native architecture. The platform was built with a single database. This means that, unlike solutions that have grown through acquisitions and complex integrations, HubSpot guarantees a single source of truth for all teams - Marketing, Sales and Service.
This eliminates data friction, rework and disconnected spreadsheets. It's an approach that turns automation into a cog that really drives growth. To find out more about how this impacts your business, read our post on How HubSpot CRM transforms the sales funnel.
Your operation ready to scale
It's not just about having software, it's about having a process that supports growth. Dig RevOps is there for that. Our mission is to structure your operation so that data flows consistently, eliminating silos and organizing the path to predictable growth.
If you're tired of isolated data and disconnected teams, it's time to act.
Next step: Let's analyze your operation and find out how to unify your sales and marketing data to generate more results. Request a free diagnosis of your operation.
