CRM and email marketing platforms have been hosted on the cloud for quite sometime, however sales and marketing tools have rarely existed together. This presentation will discuss the benefits of both existing in the same platform in the cloud and how IT fits into the equation. With all the data available to businesses, it is critical that they are able to utilize that data to better target, market, and serve their leads and customers. Integrating CRM and marketing automation in the cloud enables the entire team to access customer data to provide a better customer experience. Lars will discuss the benefits of using both together, as well as best practices for how to integrate the two. He will also explain the importance of IT in the process of selecting the right technology and working with sales and marketing to ensure proper implementation and success.