Whether the file is commercial or inhouse, there are two main parts to the marketing. First is marketing the idea of a database to upper management. Second is marketing the completed file to raise revenue for maintaining the database. The first part, marketing the file idea to obtain funding and authorization from the appropriate echelons within the company, involves justifying the file on a need and cost basis.
Serious thought needs to be given to whether a file is necessary.
You have to answer these questions thoroughly enough to convince yourself before you try to convince your boss, the MIS department, or the comptroller of your company. Find yourself a devil's advocate to discuss these topics,somebody who will ask hard questions. This will help you find out if you are comfortable defending the database plan. After you have completed this process, switch sides in the argument to see if any objections were overlooked. Put yourself in the position of comptroller to see whether it is really worth spending corporate funds on this type of project.