On the surface, a marketing automation software appears to be indistinguishable from CRM software. They seem to serve the same - delighting customers- using a deft combination of automation and customer data. Similar to the difference between marketing and sales, the difference in a MAS and a CRM are subtle.
Even though sales and marketing are often used in the same breath, and sometimes mean the same thing, they are different activities that take place at various stages of the customer lifecycle. Let’s consider an organizational funnel, where raw leads are at the top, and conversions are at the bottom.
Marketing typically targets the raw leads and helps to qualify them to the point at which the sales team would take over. The sales team would then take these qualified leads and convert them into customers, and then push them further along the roads of purchase and beyond.