You might think the purpose of a high-end campaign manager is to run high-end marketing campaigns. While that's what it does, it's not the reason people buy it. A high-end campaign manager's purpose is to make marketers' jobs easier and give better results. Therefore, it makes perfect sense for campaign management software to include supporting and administrative functions that are important to marketers, even if tangential to the campaigns themselves.

Project management capabilities may be the best example. Defining, scheduling and tracking the tasks required to execute a campaign is an administrative function quite separate from performing the tasks themselves. However, the most brilliant campaign design is worthless if it isn't executed because someone forgets to write the copy or print the brochures. Effective marketers, therefore, pay close attention to project management details. Because most of these details are determined by the features of the campaign, integrating project management with campaign management saves the effort of synchronizing two separate systems. (However, the correspondence is not exact. While every campaign may spawn a related project, there also can be projects unrelated to a specific campaign.)

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