Integration between sales and marketing CRM for data-driven decision making: an analysis from the perspective of specialists and users

Authors

  • Bruna Gabrielle Rodrigues Santana

    Universidade Estadual Paulista - UNESP

    Author

  • José Roberto Dale Luche

    Universidade Estadual Paulista - UNESP

    Author

  • Claudia Regina de Freitas

    Universidade Estadual Paulista - UNESP

    Author

DOI:
https://doi.org/10.47456/bjpe.v12i5.52864
Keywords:
CRM, system integration, decision-making, sales, digital marketing
Abstract

Over time, CRM has evolved significantly from its origins as a simple contact repository to becoming a data platform used in business intelligence. This study explores, from the perspective of experts and users, how the integration between Sales and Marketing CRM systems can benefit data-driven decision making. A qualitative methodological approach was used, with a literature review and semi-structured interviews with professionals from different areas of expertise. Data analysis was performed using the Iramuteq software, employing the similarity analysis method. The results show that the interconnection between CRMs provides a consolidated view of the customer, enables more accurate identification of opportunities, and improves the efficiency of marketing campaigns and sales actions. Based on these findings, twelve practical indicators are proposed to help companies measure the benefits of integration. The conclusion reached is that this research can strengthen the domain of information systems, which reaffirms the relevance of the association between the areas of marketing and sales as a strategic factor in data-driven contexts.

Author Biographies
  1. Bruna Gabrielle Rodrigues Santana, Universidade Estadual Paulista - UNESP

    Possui pela Escola Técnica Estadual Paulistano (2016) . Tem experiência na área de Engenharia de Produção. http://lattes.cnpq.br/5814814837684094

  2. José Roberto Dale Luche, Universidade Estadual Paulista - UNESP

    Professor no Departamento de Produção da FEG-UNESP. Doutor e Mestre em Engenharia de Produção, com ênfase em Pesquisa Operacional. Possui especialização em Banco de Dados. Graduado em Engenharia de Produção, Análise e Desenvolvimento de Sistemas e Licenciatura em Matemática (R2). Atua como pesquisador e desenvolvedor nas áreas de Realidade Mista, Machine Learning, Sistemas de Informação e Pesquisa Operacional. É docente no cusro de Especialização em Engenharia de Produção da FEG-UNESP. http://lattes.cnpq.br/4951999338304665 https://orcid.org/0000-0001-5302-7301

  3. Claudia Regina de Freitas, Universidade Estadual Paulista - UNESP

    Possui graduação em Psicologia pela Universidade de Taubaté (2010) e em Pedagogia pela Faculdade Anhanguera de São José dos Campos (2023). É mestre em Ciências pela Universidade Federal de São Paulo UNIFESP (2013) e doutora em Saúde Coletiva pela Faculdade de Ciências Médicas da UNICAMP (2019). Pós- doutorado pela UNESP (2025). Possui mais de 10 anos de experiência como docente no ensino superior, com atuação em diversos cursos de graduação. Foi coordenadora de curso de graduação em Psicologia em instituição privada; professora auxiliar I no Departamento de Psicologia da Universidade de Taubaté (UNITAU); e professora substituta do Departamento de Engenharia de Produção da Faculdade de Engenharia e Ciências da UNESP - Campus de Guaratinguetá. Atualmente, é docente no Departamento de Engenharia de Produção da Faculdade de Engenharia e Ciências da UNESP - Campus de Guaratinguetá, ministrando disciplinas da área de Engenharia Organizacional e Psicologia organizacional e do trabalho. Atua em pesquisas com foco em ergonomia cognitiva, processos de ensino-aprendizagem e desempenho de estudantes universitários em cursos de Engenharia, e temas interdisciplinares que envolvem psicologia, saúde coletiva, educação e engenharia, com produção científica voltada à interface entre saúde mental, aprendizagem e práticas pedagógicas no ensino superior. É também membro do Grupo de Pesquisa em Psicodiagnóstico e Avaliação Psicológica (GP-PAP) da Universidade de Taubaté. http://lattes.cnpq.br/4470269242002606 https://orcid.org/0000-0001-8078-9213

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Cover Image
The image depicts a digital CRM (Customer Relationship Management) interface projected onto an interactive surface, while a person interacts with the virtual elements through touch. At the center of the composition, the term “CRM” is highlighted and surrounded by icons related to customers, communication, customer service, guarantees, contact management, and customer relationship activities. The visual representation symbolizes the integration of sales and marketing, the management of strategic information, and the use of data to support organizational decision-making. The image refers to the analysis of specialists’ and users’ perceptions regarding the integrated use of CRM systems as a tool for process optimization, knowledge generation, and support for business strategies. At the top, the article title “Integration Between Sales and Marketing CRM for Data-Driven Decision-Making: An Analysis from the Perspective of Specialists and Users” is displayed, followed by the authors Santana, B. G. R., Luche, J. R. D., and Freitas, C. R. de. (2026). At the bottom, the logos of partner institutions, the identification of the Brazilian Journal of Production Engineering, and the journal’s ISSN are shown.
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Published
2026-06-09
Issue
Vol. 12 No. 5 (2026): Special Issue VII Symposium on Production Engineering (SIENPRO)
Section
Innovation, Sustainability, and Entrepreneurship: Paths to Transforming Production Engineering
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Copyright (c) 2026 Santana, B. G. R., Luche, J. R. D, & Freitas, C. R. de.

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How to Cite

Santana, B. G. R., Luche, J. R. D., & Freitas, C. R. de. (2026). Integration between sales and marketing CRM for data-driven decision making: an analysis from the perspective of specialists and users. Brazilian Journal of Production Engineering, 12(5), 81-90. https://doi.org/10.47456/bjpe.v12i5.52864