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If the budget were not an issue, where would you invest
the majority of your marketing dollars?

Responses  Number of
Responses 		 Percentage
CRM
54 28%
Internet/Media Promotion
4 2%
Mass Media Advertising
42 22%
Public Relations
21 12%
Retail Trade Activities
10 6%
Sales Promotion
24 12%
Traditional Direct Marketing (non-CRM)
14 7%
Other
26 13%
Total
 195


What is the single biggest reason for CRM success?

Responses   Number of
Responses 		 Percentage
Executive Commitment
49 26%
Proper Metrics
15 8%
Marketing Strategy
62 32%
Organizational Design
13 7%
Technology Excellence
8 4%
Realistic Expectations
22 12%
Other
22 12%
Total
 191


Who typically leads CRM at your company (or client companies)?


Responses Number of
Responses 		  Percentage
IT
24 12%
Marketing
101 51%
Operations
6 3%
Sales
17 9%
Senior Management
38 19%
Other
11 6%
Total
 197



What is your definition of CRM?
And, by the way, what do those initials stand for?




Please describe your best -- or worst -- experience with CRM


Do you work at:

Responses Number of
Responses 		  Percentage
product/service marketer
39 20%
ad agency
13 7%
promotion agency
16 8%
direct agency
3 2%
PR firm
5 3%
consulting firm
33 17%
marketing services company
39 20%
media firm
8 4%
retailer
7 4%
other
30 15%
Total
 193

Number of years in marketing?

Responses Number of
Responses 		  Response
Ratio
less than five
32 17%
5-10
46 24%
10-15
33 17%
over 15
81 42%
Total
 192

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