Campaign Management: Accomplishing Something CRM Failed to Achieve?: Industry

Campaign Management: Accomplishing Something CRM Failed to Achieve?

Published Date: September 2005

Published By: TowerGroup

Page Count: 12

Order Code: R301-838

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This TowerGroup Research Note examines the role of campaign management in the retail brokerage environment and within the overall marketing effort of the primary market segments of retail brokerage: full service, insurance, bank, and online. Of these, the online broker-dealer segment represents a "green field" of opportunity for campaign management solutions, which are in fact more pervasive in this segment, followed by the bank broker-dealers. Firms with the more traditional distribution model composed of salespeople who prospect, develop, manage, and service customer relationships have yet to employ campaign management solutions and are missing out on its profitable potential. This Note examines the issues of campaign management deployment and opportunity across the four major retail brokerage market segments and highlights some missed opportunities.

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