Connect Salesforce CRM to Google Analytics
Found this implementation guide on how to connect Salesforce to Google Analytics a few days ago. Quiet a cool step by step guide on how to connect Google Analytics with Salesforce.
There are a lot of different ways in which you can connect any CRM system to Google Analytics. All of them involve the capture of a key that lives in both systems, so that one can connect the two different data sets together. As soon as one has that key, you can use the Measurement Protocol to fire hits into your Google Analytics account with the information you wish to use in Google Analytics.
If a significant part of the sales process happens offline, an individual business should be interested in trying to devise ways to optimise your online marketing using offline signals. Those signals can be obtained from for example CRM or call tracking systems.