Executive Summary (This is a document excerpt)

An enterprisewide contact strategy is an important key to success for the marketing organization. Optimal contact strategies help marketers reduce contact fatigue, lower opt-out rates, reduce costs, and embrace customer centricity. But most marketers struggle to settle on a consistent and thoughtful contact strategy. The marketing organizations that succeed share a common characteristic: contact governance councils. A contact governance council — consisting of marketers, technologists, and business and product managers — builds consensus and defines a contact strategy that supports the business objectives of the different products while respecting customer preferences.

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