Will Morgenweck is the CEO of Delivra. Delivra’s native Salesforce integration supports bidirectional sync, custom field mapping, and email triggers tied directly to CRM events. Learn more about Delivra’s Salesforce integration.
When marketing actively supports the sales process, companies convert 65% more prospects into the pipeline than those relying on cold outreach alone.
Here's a few scenarios I hear more often than I’d like.
A sales rep calls a lead just as a marketing email hits their inbox with a discount. A renewal email goes out after a deal closes. Or a customer receives irrelevant campaigns because their pipeline status isn’t updated. These aren’t individual mistakes—they’re system failures caused by a lack of integration.
Most companies have the customer data their marketing teams need, but the challenge is sharing and using it. Too often, sending an email campaign still means another platform, another export, or another workaround someone has to maintain.
Not to pick on a singular CRM, but Salesforce is a pretty good example of how this can happen. It’s a highly robust sales platform that falls short when it comes to email marketing. As a result, the companies that rely on it face a dilemma: force their marketing team to navigate Salesforce or bring in another platform and risk a communication breakdown.
The good news — there’s a third option. If you’re also stuck in the Salesforce dilemma, or somewhere similar, keep reading.
The real enemy: System silos
If email engagement never makes it back into Salesforce, sales loses context. If CRM updates don't reach the email platform, marketing is working from old information. Before long, both teams are making decisions based on different versions of the customer.
The problem isn’t a lack of data, it’s whether that data is usable in the moment each team needs it.
The biggest barrier to solving this issue is ownership. Sales owns Salesforce, and marketing owns the email platform. When those systems don’t integrate well, no one is directly accountable for the resulting confusion. Teams adapt by adding manual steps and workarounds, but this only increases friction.
The first question you should ask
Ask yourself: is our existing customer data easy to act on?
The first step to fixing the problem isn't collecting more customer information, adding in a new workaround, or changing your CRM (and many teams can’t swap out Salesforce for another CRM). It's making the data you already have easier to use—whether that's triggering an email when a deal stage changes, personalizing a renewal campaign, or keeping sales and marketing working from the same customer record.
When Salesforce and your email platform share information automatically, marketers don't have to rely on exports or manual updates to send relevant campaigns. Sales sees engagement activity where they're already working, and both teams are making decisions from the same customer record.
Teams can focus on driving results instead of navigating system gaps. And for most teams using Salesforce, this solution is closer than you think.
Delivra: email marketing for Salesforce users
This is where that golden third option comes in: an email platform that’s also a native integration with Salesforce.
With that depth of integration, all your customer data across sales and marketing can stay in sync and two platforms can work together as one.
Delivra’s native Salesforce integration gives you total flexibility with customer data. As an email platform, Delivra is intuitive and easy to use but, much like Salesforce, it's built for handling complex data—but the best part is that data handling happens on autopilot.
Choose how you want customer data to sync between platforms, where that’s a one-way sync, or two-way (whenever a field changes in either system, update the other). Or set custom rules to determine which system takes precedence if there’s conflicting data.
With Delivra, you get a single source of truth that’s shared between sales and marketing without any messy overlap.
The payoff: Better timing, context, and conversations
With your CRM and email platform sharing data in real-time, marketing can send timely, relevant campaigns, and sales can prioritize outreach with full context on prospect engagement—everyone is reaching out at the right time, to the right targets.
| Before | After |
| Data silos among teams | Teams share a single source of truth |
| Manual exports (.CSV, .XML) | No more conflicting data with real-time syncing between platforms |
| Conflicting data | Easy end-to-end revenue reporting |
| Difficulty tying revenue to acquisition channel |
A few examples of what this looks like in practice:
- Welcome sequences for new leads. A new lead in Salesforce is automatically enrolled in an onboarding sequence. No manual list updates needed.
- Re-engagement based on pipeline milestones. When a deal stalls, an automated email sequence is triggered, based on the lead’s actual stage in the pipeline.
- Real-time lead alerts. High-intent clicks or lead score changes in the email platform notify sales reps in Salesforce, so they can follow up instantly.
- Custom segmentation. Product purchases, service tiers, or renewal dates stored in Salesforce can drive dynamic email content without extra exports.
If you want to get your marketing and sales in sync, then get in touch with my team here at Delivra. You don’t have to be stuck in the Salesforce dilemma!
