Geoffrey Moore

By Brian Howard Peter Tait was a customer of enterprise content management (ECM) solutions provider Documentum. (ECM solutions allow companies with far-flung sites and branches to manage and maintain shared documents.) "I provided feedback to Documentum about the customer perspective … and made suggestions about improvements to that customer relationship," says Tait. "I like to joke that I made one suggestion too many." Now he's the company's vice president of eBusiness strategy. At the Direct Marketing to Business conference in Orlando in March, Tait discussed how the company is using online channels to create community and "market by not marketing." Target Marketing: Because ECM

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