How do we connect CRM, Martech and web so our data actually works?
Most teams know they should “connect CRM and Martech to the website”. Fewer have a clear, simple framework for doing it.
We use a three‑layer model: events, people, systems.
1. Events: what happened
- Searches performed
- Pages viewed
- Forms submitted
- Log‑ins and upgrades
Standardise how you name and track these events across website and product.
2. People: who did it
- Decide when an anonymous visitor becomes a known contact
- Use a consistent ID to tie behaviour to CRM records
- Capture key context like source, campaign and key searches
3. Systems: where it lives
- Website / product analytics
- CRM
- Marketing automation
- Data warehouse or BI layer
Once the plumbing is in place, AI search data can be used to:
- Spot topics that drive high‑value leads
- Inform content strategy and product roadmap
- Fuel more intelligent, relevant campaigns
Instead of “connected tools”, you get a connected view of reality – which is what the board actually cares about.
We’d love to hear how your team is adapting to the wave of new technology. If you’d like to discuss where you are on that journey, get in touch.