What is closed loop reporting?

Closed loop reporting (CLR) is a system in which data and information collected by marketing and sales professionals is made available to both teams.

CLR is usually a component of marketing automation software, which automates marketing processes such as customer segmentation, customer data integration and campaign management. Data reporting and analytics software makes it possible to see where leads are coming from, track the progress of anonymous individuals through processes leading to self-identification and becoming leads.

CLR makes it possible to identify particular lead sources and prospects with revenue generation. Marketers gain visibility into which efforts have more impact on revenue. When marketing passes off data to sales -- closing the loop -- it becomes possible to assess lead activity.