Forum

CRM rarely gets its own box on the marketing org chart. It usually sits inside digital marketing, alongside social, IMC, product marketing, and half a dozen other functions. Here's the full picture of where it lands, and why I think that's actually the right place for it.

Campaign marketing and one-to-one clienteling are usually run as two separate jobs. Here's why that split is getting more expensive — and what I mean by CRM when I say it on this Forum.