Data management can often been seen as the Cinderella of a firm’s marketing efforts. However, the management of data has a significant impact on marketing, business development and client management effectiveness.
Too many firms are taking a largely technology-driven approach to client relationship management (CRM) without considering in sufficient detail the other key issues such as culture, communication and content. It is essential to understand your firm’s core business objectives and what information you need to support them so that your system can develop and add real value.
