At the recent Forrester's Marketing Forum 2007 in Miami, we were honored to have Lester Wunderman, the father of direct marketing, as a keynote speaker. Mr. Wunderman coined the phrases "direct marketing" and "relationship marketing" and applied the principles of data-driven marketing at his agency, WUNDERMAN. Today, Wunderman believes that new technologies require companies to rethink how they build and sustain customer relationships. We talked with Lester Wunderman about the future of marketing and how the rise of "the customer as hero" will change the role of marketing.