Susan North

By Lisa Yorgey Lester, Managing Editor By now, we've all heard the proclamations that more than half of all CRM programs have failed to achieve a return on investment. Why have so many CRM initiatives been deemed failures? Is it the fault of the people, the process, the technology? Perhaps the problem is in the planning—or lack thereof, as Arthur Hughes, dirctor of database marketing strategy at DoubleClick, proposes in "A Failing Grade." Hughes contends companies are spending far too much money on data warehouses and million-dollar software. "Many companies believe a data warehouse and CRM software will achieve profitability. This is a mistake,"

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