An advertising campaign can generate enquiries while the sales team sees little value. Without a link between campaign data and CRM outcomes, both teams can be right about their own dashboard.
Begin with one commercial outcome, agree its definition and trace the handovers needed to measure it. A qualified enquiry, for example, needs a definition the marketing and sales teams both understand.
Choose connections around the client stack and available data. Campaign insights may inform a landing page; search demand may inform content priorities. Each connection needs a clear owner, feasible access and agreed scope.
An integrated roadmap can begin with a single priority. Review what is measured reliably before adding more channels or automation.