Hiring Database Marketing Partners (1,369 words)
A Successful RFP Nets You the Right Partners
By Alicia Orr
To execute database marketing requires bringing together many components—from creative to planning to software and systems. Some direct marketers prefer to hire a one-stop shop to run their entire process. Others may prefer to outsource pieces of their operation to a variety of different vendors and consultants. And still others opt to handle it all in-house.
And for database marketing, the size of the company doesn't really matter when it comes to outsourcing decisions. Large corporations are just as likely to look outside for expertise as are smaller companies.
Let's break down the steps involved in making smart outsourcing decisions in the database marketing arena and examine how two very different marketing organizations tackle each component in the process.
Determining Your Outsourcing Needs
When BMW of North America decided to create a database marketing program to meet its customer relationship marketing (CRM) goals, the company first had to coordinate its goals internally.
Kay Madati, relationship marketing manager of the Woodcliff, NJ-based group, explains the challenge: "The BMW group in the U.S. has several independent divisions—sales and marketing, financial services, our new brand called Mini, Rolls Royce, etc. Each has its own business objectives. Our goal from a CRM standpoint was to link all of these databases together to put the customer at the center of our business decisions."
As a result, BMW had close to 13 different people representing each of these and other areas of BMW North America. It wanted one partner to coordinate and execute CRM marketing across all divisions. As a result, it chose to look for a vendor partner with experience in all of the areas of developing a CRM program and after comparing several consultants, chose msdbm of Los Angeles as its one-stop database marketing shop.