Editor's Notes: Great Ideas Don't Make Money
Denny Hatch wrote a Famous Last Words column called "One-to-One Marketing and the 'Shot Heard 'Round the World.'" That was in the June 2001 issue of Target Marketing.
By that time, the one-to-one ideas had been articulated in the seminal 1993 book "The One to One Future" by Don Peppers and Martha Rogers, Ph.D., and they formed the basis of the Peppers&Rogers Group's consulting.
In the column, Denny said:
The Peppers and Rogers marketing premise is summed up in the subtitle of their publication 1to1: "Using technology to manage customer relationships." The implicit promise in those words: Create a detailed database of information about each customer, whereupon it's a no-brainer to create sales, loyalty and profits. What's missing from the premise: Computers and technology don't create sales, loyalty and profits. People do—specifically, savvy direct marketers and creative wizards who know how to make an offer, ask for an order and create wants.
At the DMA2013 convention this month, Peppers and Rogers will be inducted into the Direct Marketing Hall of Fame.
In the decade since Denny wrote that column, and two decades since "The One to One Future," the Peppers and Rogers vision of CRM has become one of the most powerful ideas in the industry. It is arguably the basis of all effective marketing automation, database marketing and CRM.
But Denny was still right, and I don't think Peppers or Rogers would disagree: All these technological marvels and insights are useless without great direct marketers who can create sales, loyalty and profits.
If you're at DMA2013, come by the Target Marketing Group booth, #633, and say "hi." I hope to see you there!