The need for new analytical skills. Renewed focus on data quality. 1) We’re at a point where we have lot of data about marketing performance, but it’s a big challenge to turn it into actionable information (2) we’re actively tweeting, blogging and using LinkedIn, but how can that be effectively managed, and how can it be measured? An attached CRM system can kick the records back into a marketing automation system’s lead nurturing program and alert the assigned sales rep if the leads become active. predictions. Sales & marketing alignment.