To maintain market leadership and learn more about new customer behavior, all organizations will have to risk experimenting with the new CRM marketing tools. This will require organizations to re-examine the traditional mix of marketing investments and find innovative ways to integrate these new tools and tactics into their current marketing approaches. Funding these programs will require painful and risky budget reallocations. To manage this risk and justify budget shifts, marketing management must do a better job of measuring the Return On Investment (ROI) of these tools relative to all other marketing assets and demonstrate migrations in customer preferences through buying behavior analysis, tied into their backend analytical and operational CRM systems.
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