Executive Summary (This is a document excerpt)

Forrester recently fielded a comprehensive benchmark study of US business-to-consumer (B2C) database marketers. We received 124 responses from organizations that include some of the largest consumer marketers in the country. Respondents tell us that database marketing plays an increasingly strategic role within their firms, and that they are seeking to expand marketing's role to influence all customer interactions. They give themselves high marks for their ability to demonstrate ROI. What issue most hampers their efforts to get to the next level? Staffing.

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