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Companies in direct marketing install CRM software, or employ CRM consulting firms, to manage their ‘customer retention’ programs primarily with computers.

Companies in direct marketing install CRM software, or employ CRM consulting firms, to manage their “customer retention” programs primarily with computers. My marketing instinct tells me that we too often think of sales and marketing as a technical problem. Terms like metrics, modeling, and ROI give the impression that making sales is a mechanical matter: To be sure, marketing directors who ignore metrics and response percentages will lose money. But their faith in technology as a solution to customer relations problems is often misguided.