Executive Summary (This is a document excerpt)

Marketing is in a state of crisis. New consumer behaviors, interactive channels, pressure to improve the ROI of marketing spending, and the challenges of integrating marketing programs require that companies rethink marketing's role, redefine the marketing organization, and build new processes. Technology is crucial to this transformation. Success requires a technology backbone that: 1) integrates marketing programs across channels and lines of business; 2) optimizes customer contacts; 3) tracks customer data; and 4) measures performance across the marketing mix.

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