By definition, high-end campaign managers are specialized tools for running complex outbound marketing campaigns. However, once a marketing department has acquired such a system, the inevitable desire is to use it for as many things as possible. This saves the cost of buying and implementing additional specialized products. Perhaps more importantly, it makes it easier to coordinate different types of marketing programs, because they all run through the same system. Campaign management software vendors are happy to provide expanded functions because these justify a higher price for their systems, make it more difficult for customers to switch products and permit sales to a broader range of users. The disadvantage from the vendor perspective is that adding such features requires effort from their limited development staff. To overcome this obstacle, many campaign-management vendors have added non-core functions by incorporating third-party products rather than building their own.

The non-core features can be broadly divided into two categories: features to run additional types of marketing programs, and features to provide supporting and administrative functions.

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