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The Enterprise Best-of-Breed Stack: A Playbook for Unifying Sales & Marketing

Are your sales and marketing teams operating on different planets? This common misalignment creates friction, leading to inconsistent messaging, a disjointed customer journey, and a leaky revenue funnel. When marketing campaigns and sales outreach aren't synchronized, qualified leads are lost, resources are wasted, and your entire go-to-market strategy's ROI is undermined.

This playbook details how to integrate market-leading, best-of-breed applications to create a single, high-performance revenue engine. By leveraging the power of Salesforce, Marketo, and Tableau, you can break down data silos and automate workflows between your core platforms. The result is a single source of truth for all go-to-market activities, establishing clear accountability and seamless collaboration from initial engagement to closed-won deals.

Expected Outcomes

  • A single, shared definition of a 'qualified lead' and 'target account' across both teams.
  • Elimination of data silos and the creation of a unified source of truth for all customer interactions.
  • Streamlined, automated lead handoff processes with clear SLAs and accountability.
  • Full-funnel visibility and accurate reporting on campaign ROI and sales pipeline velocity.
  • Increased marketing effectiveness and higher sales productivity, leading to accelerated revenue growth.

Core Tools in This Stack

Salesforce Sales Cloud

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Salesforce Sales Cloud is the #1 AI CRM for sales, designed to help teams sell smarter, faster, and more efficiently. It provides tools for lead and opportunity management, sales forecasting, process automation, and AI-powered insights to boost productivity and close more deals.

Key Features
  • Einstein AI for Sales
  • Lead & Opportunity Management
  • Pipeline and Forecast Management
  • Sales Engagement & Automation
  • Reporting and Dashboards
  • Mobile CRM App
  • Partner Relationship Management (PRM)
Ideal For

Company Size: Small, Medium, Large

Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Health & Wellness, Education & Non-Profit, Other

Pricing

Model: Subscription, Per User/Per Month, Free Trial

Tier: Enterprise

Ease of Use

Requires Training

Marketo Engage

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Marketo Engage is a comprehensive marketing automation platform for B2B companies to manage lead nurturing, personalize customer experiences across channels, and measure the impact of marketing on revenue.

Key Features
  • Lead Management & Nurturing
  • Email Marketing Automation
  • Account-Based Marketing (ABM)
  • Marketing Analytics & ROI Reporting
  • Dynamic Content Personalization
  • CRM & Sales Integration (e.g., Salesforce, Microsoft Dynamics)
  • Landing Pages & Forms
  • Cross-Channel Engagement
Ideal For

Company Size: Medium, Large

Industries: Technology & Software, Business & Professional Services, Health & Wellness

Pricing

Model: Subscription, Quote-based

Tier: Enterprise

Ease of Use

Complex

Tableau

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Tableau is a visual analytics platform that helps people and organizations see and understand their data. It enables users to connect to various data sources, perform data preparation, and create interactive, shareable dashboards and visualizations.

Key Features
  • Interactive Dashboards
  • Extensive Data Connectivity
  • Drag-and-Drop Visualizations
  • Tableau Prep
  • AI-Powered Analytics
  • Collaboration and Sharing
  • Embedded Analytics
Ideal For

Company Size: Medium, Large

Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media, Education & Non-Profit, Health & Wellness, Other

Pricing

Model: Subscription, Per User, Tiered

Tier: Enterprise

Ease of Use

Medium

The Workflow

graph TD subgraph "Enterprise Best-of-Breed Stack" direction LR N0["Salesforce Sales Cloud"] N1["Marketo Engage"] N2["Tableau"] N0 -- "Syncs Leads, Contacts, & Opportunities" --> N1 N1 -- "Creates Leads & Syncs Engagement Data" --> N0 N0 -- "Extracts Account & Opportunity Data" --> N2 N1 -- "Extracts Campaign & Lead Data" --> N2 end classDef blue fill:#3498db,stroke:#2980b9,stroke-width:2px,color:#fff; classDef green fill:#2ecc71,stroke:#27ae60,stroke-width:2px,color:#fff; classDef orange fill:#f39c12,stroke:#d35400,stroke-width:2px,color:#fff; class N0 blue; class N1 blue; class N2 blue;

Integration Logic

  • Workato

    This integration leverages Workato to orchestrate data flows between three key systems. 1. **Salesforce to Marketo**: New or updated Leads and Contacts in Salesforce are automatically created or updated as Persons in Marketo, ensuring sales and marketing databases are aligned. Changes to Opportunity stages in Salesforce can trigger specific marketing campaigns in Marketo for customer nurturing or upsell opportunities. 2. **Marketo to Salesforce**: Leads generated from Marketo forms or activities are created as new Leads in Salesforce. Key marketing engagement data, such as high lead scores or 'Interesting Moments', are synced to Salesforce as activities or on custom objects, providing the sales team with crucial context. 3. **Salesforce & Marketo to Tableau**: Workato acts as the data pipeline to Tableau. On a scheduled basis, it extracts key objects like Opportunities and Accounts from Salesforce, and campaign performance, email engagement, and lead data from Marketo. This data is then transformed and loaded into a Tableau data source (e.g., a Hyper extract), enabling the creation of comprehensive dashboards that visualize the entire funnel from initial marketing touchpoint to revenue.

Unify Your Sales & Marketing Teams

Download the playbook to bridge the gap, eliminate friction, and stop your revenue funnel from leaking.