In the world of business, technology is becoming increasingly important. And, when looking at interoperability and its application in the field of sales and marketing, even more so.

With the implementation of effective IT systems and operational technology, businesses can benefit in a multitude of ways which we will explore below.

By focusing on how technology advances greater efficiency and where automation comes into play, companies can deploy integrated software systems that bring about endless advantages.

This article looks at the three levels of interoperability and system integration to equip you with all the knowledge you need.

Here’s why you should consider an interoperable system as part of your business’s internal and external structure.

What Is Interoperability?

Interoperability refers to the ability of computerized systems to connect and communicate easily with each other.

The fluid exchange of information between databases, applications, and other computer systems is vital to the modern economy.

You only have to look at the healthcare sector to get an accurate idea of how essential such technology is. For example, a physician shares information when referring a patient to another department and receives test results as soon as possible, even when using separate systems.

This reduces the time it takes for the patient to receive their diagnosis, administer the right course of treatment, and adds fluidity to the entire process.

The same goes for marketing and sales departments at a company. The marketing team needs to have analytics from multiple channels pass through various systems to get an accurate look at how their campaigns are running. The leads and all of the pertinent information that the marketing campaigns generate then need to be passed over to the inside and outside sales teams respectively. Without automation, this process will bog your organization down and not allow you the ability to truly scale to the potential that your company is capable of.

Interoperability deals with the interchange of data between different computer and software systems.

For sales and marketing businesses, this function facilitates increased collaboration between vendors and validates partnerships. End-to-end marketing management solutions will proliferate as their benefits become more widely appreciated.

Data Analytics And Interoperability In Sales

There is a common notion that analytical data in terms of interoperability only serves to profit marketers. However, this is wrong.

At Attribute, we demonstrate just how valuable such data analytics are for sales. Your organization’s campaigns will be richer if you enable total transaction visibility, from origin to completion, for your business and its profits.

Businesses that want to run successful marketing campaigns need data interoperability. A growing amount of data is arriving from multiple sources, which needs to be managed, organized, and used effectively as strategies evolve.

How Interoperability And Automation Increases Organizational Efficiency (Marketing And Sales)

When looking at interoperable technologies, it’s evident that such systems offer an abundance of benefits.

However, when applying these technologies to the broader topic of sales and marketing, you may be pleasantly surprised at the challenges you can overcome.

If you haven’t yet considered turning to automation and interoperable systems as part of your business procedures, the points below might just hold enough power to convince you that it’s time to do so.

Improved precision and accuracy

Companies that use automation tools today achieve more accurate results because of the software’s accuracy.

As systems are programmed to retrieve accurate information and perform precise calculations, you can trust them. Additionally, these systems do not tire, so you can keep the tool running hour over hour with great confidence. Having someone manually import data is a recipe for disaster, because humans are susceptible to mistakes.

Lower Operational Cost

Through interoperability, different systems can be optimized for various purposes to be transferred between machines more efficiently.

Interoperability also means that managers and operators aren’t constrained to a particular manufacturer, so they can purchase products from less expensive vendors.


By implementing interoperability, operators and managers gain flexibility. It is possible to use hardware and software interchangeably, provided they support each other.

Furthermore, the facility can be moved or remodeled if its location changes.

There is no longer a need for operators and managers to stick with one manufacturer for their plant equipment, saving them money in the long run.

Enhanced Collaboration

Incorporating interoperability into your organization will allow for teams and employees to work and communicate with each other more effectively across the different applications your company utilizes – creating less bottlenecks, and allowing them more time to get more of the real work done.

Faster Processing

As a result of automation and interoperability, employees complete their tasks faster and process information more efficiently. By doing so, they can focus on the creative aspects of their job and grow within their discipline.

Moreover, they have the opportunity to develop their skills and be satisfied with their jobs. An efficient payroll software program, for example, simplifies the job of HR teams.



Transparency between an employer and their employees is crucial for any organization.

Additionally, it fosters a positive work environment and boosts productivity. At the same time, knowing what your company’s performance looks like may help you make informed decisions.

With such systems, you can also measure your employees’ efficiency, which improves transparency outside of your organization on a customer service level. Many sales and marketing businesses are reaping the benefits of such systems with clear views on the entire customer journey.

By utilizing an automated system, employers regularly receive clear information about project budgets, reports, and finances, as well as valuable customer-centric insights.

Attribute software enables a full 360-view of leads to allow more control. With interoperable software such as the one we offer, you will benefit in a number of ways, including:

Easier Access To Data

Software interoperability allows easy access to data that is otherwise sometimes lost in long, time-consuming processes. With Attribute software, we provide marketing and sales teams with real-time data for complete accuracy.

You will also be able to separate lead sources to gain a better idea of conversions based on the different types of mediums used.

Better Lead Filtration

Some interoperability software, including Attribute, provides any marketer or salesperson with the ability to disqualify fake leads and hone in on the valid ones. This type of filtration is integrated within the software, which can transform the entire lead qualification process and save time, money and resources.

Final Thoughts

There are many ways in which organizations can benefit from choosing to deploy interoperable control systems.

For companies that operate in the marketing and sales space, there’s no doubt that the integration of such software can give you the power to improve your internal and external processes, plus help you capture and develop leads with more accuracy.

When you choose to implement such technology, you’re investing in long-term success!

Attribute allows companies to seamlessly integrate all of their systems with easy-to-use workflows – allowing you more accurate reporting and analytics, greater efficiency, and no issues with compliance.

Want to learn more on how to incorporate interoperability and automation to scale your business?

Click here to read more on how to use workflow automation to scale your business.

Click below to download our free Interoperability Framework

Looking for an easy to use solution that allows you to connect all of your applications for greater efficiency? Look no further.

Attribute gives its’ users a workflow builder to automate their processes, no matter how simple or complex.

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