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Build a Centralized Marketing DatabaseThe foundation for Customer Relationship Marketing as presented in the chart above is a centralized marketing database. This is not your PMS, which only has customer data and is designed more for accounting than for marketing purposes. Fortunately, centralized marketing programs that can easily and affordably synchronize with your PMS are now available. These systems have the advantage of merging both customer and prospect information for launching communications. Importantly, accountability is built in so you can measure the effectiveness of your CRM initiatives. Understanding the ROI on each program allows you to continually refine your marketing efforts so your budget is only spent on programs that produce favorable results. |
