As a database marketing consultant I sometimes feel that one of the most valuable things that I tell clients is also one of the least understood things that I tell clients. I emphasize it is essential to create a plan that reflects the vision of where the organization is to go. Once that is done, all the rest is just implementation.

Without underestimating the potential complexities of the plan for a comprehensive database marketing infrastructure, it is less daunting by asking essential questions before getting started:

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