This column continues my series by discussing the requirements of a high-end campaign manager apart from functionality.

To be suitable for a given task, software must, of course, perform the required functions. However, functionality is a slippery thing; many products can perform a given function but do it poorly, either because of technical constraints or an inconvenient user interface. Because high-end campaign management systems are, by definition, required to handle the biggest, most complicated campaigns, technical and interface efficiency are core requirements.

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