The Importance of System Integration in B2B Business

Google can be a great lead gen tool, and I think more importantly, building workflows out of that I think is the way of the future. In a digital channel enabled world, system integration becomes absolutely mission critical. And you have to have great integration between say your ERP and your e-commerce platform and or your CRM andyour e-commerce platforms. It's really where the rubber meets the road. If you've done a really good job at making sure that you have the proper attribution and the proper product data and assets and everything else, then it becomes just a really great net that you cast out for leads.