Customer Relationship Management is the key to future brand equity. CRM requires buy-in across the enterprise. Integrating all that data is certainly possible-it just takes a lot of time and a lot of dough. This same condition existed for back office integration during the salad days of ERP 5 years ago. Reports from Arthur Anderson and Gartner marked as few as 1 in 10 ERP implementations successful.
Marketers risk an over-reliance on media to build brands.
Today's media planners were raised on the idea that media effectiveness is defined with a reach times frequency calculation. Talk to them about customer service and you might as well be talking about ancient Chinese dialects. Even discussions about ROI evoke expressions similar to a dog watching a card trick. There is too much risk for them to suggest new models or techniques of customer communication and measurement. Buyers and planners are still looking for tonnage.