Share and collaborate with your comrades. The purpose of CRM is not just to house and track leads and customers, it is to assist in keeping things transparent and inspiring collaboration. Every person, from support to marketing should all be able to access the same data. They need to be able to view behaviors in order properly engage the contact.
Always use CRM with marketing automation. CRM should not standalone as it is much more powerful when backed by marketing automation. Whether you use apps like Zapier to integrate platforms, or choose to go for the gold and invest in an all-in-one platform, the two sides (sales and marketing) must talk and work with each other for ultimate effectiveness.