Expand Your Focus

The conservative business cases are often strong enough to justify your proposal while giving management a wider margin for error

A database’s ability to provide enhanced reporting to management often results in improved sales efforts

SO MANAGEMENT has asked you to justify the cost of your proposed database system but the numbers just won’t work.

Now what?

It isn’t uncommon for database cost justifications to fall short on payback, especially in cases where the organization has a lack of industry/internal benchmarks, or no experience in direct marketing, database marketing or customer relationship management. Problems may also arise if the customer file or mailing sizes are relatively small, or if management hasn’t bought into the benefits a database can offer.

In these instances, it’s often helpful to broaden the scope of your business case by gaining support for the effort throughout your organization.

The human body will often find alternative pathways to provide blood to the heart when the main arteries become blocked. This also happens in the business world when systems and organizational structures block employees from receiving essential customer data. Organizations adapt to the blockage