Campaigns that share the CRM’s brain.
The reason marketing and sales disagree about the numbers is usually that they’re looking at two databases. Campaigns here run on the same records, the same fields, and the same filters as everything else — so a segment is a saved view, not a CSV someone exported on Tuesday.
- Segment source
- Live saved views
- Channels
- Email and SMS
- List exports required
- None
- Marketing/sales databases
- One
Audiences are live definitions, not exports
A segment is a filter, evaluated when the campaign needs it. Someone who qualifies tomorrow is included tomorrow; someone who converts today drops out today. Nobody exports a list, nobody re-uploads it a week later, and there is no separate marketing contact table to reconcile against the CRM at quarter end.
Personalisation from any field, including related records
Merge values come from the record graph, not just a flat contact row — the deal’s value, the account owner’s name, the last property viewed, the renewal date on the related policy. It’s the same expression syntax used in workflow variables and formula fields, so there’s one thing to learn and one place where a mistake behaves the way you expect.
- Email and SMS from the same campaign definition
- Suppression rules, consent, and quiet hours enforced at send time
- Sends recorded on the contact timeline next to sales activity
- Campaign performance available as report dimensions like anything else
Attribution that doesn’t need a join
Because a campaign send lands on the same timeline as the stage change and the reply, connecting a campaign to pipeline movement is a report, not a data project. You’re not matching email addresses between two systems and hoping the overlap is representative.
Campaigns, in detail.
Do marketing and sales see the same contact record?
Yes — there is one record. That’s the entire point of building campaigns on the CRM’s data layer rather than beside it.
Can a campaign audience update while the campaign is running?
Yes, for ongoing campaigns the segment re-evaluates, so people enter and leave as they qualify. For one-time sends you can snapshot the audience at launch instead.
How are unsubscribes handled across channels?
An opt-out applies to the contact, not to the campaign — so it suppresses them everywhere, including automations and one-off sends, and it’s visible on the record.
Can I A/B test?
Yes, on subject and content, with results reported through the same reporting layer as the rest of your metrics rather than in a separate marketing dashboard.
Try it on your own data.
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