Understanding return on investment (ROI) has become a lightning rod in marketing. While advertising and various other non-direct marketing arenas struggle with trying to quantify their impacts, direct marketers rest comfortably on this issue, as response measurement is part of their core discipline. However, success has led to increasing demands, and these demands can stress the weakest points in the discipline. For a lot of organizations, the weakest link in direct marketing is workflow management.

Personalization, one-to-one marketing and "right message, right time, right offer, right channel" mantras continue to gain in popularity and can push the traditional bulk-oriented direct marketing process beyond its limits. As a result, many a direct marketer is sent scurrying to continuously shorten the cycle times for his current process or, worse yet, redesign the process on the fly in a time of greatly increased demands. How can you prepare for this onslaught and keep yourself from becoming the next victim of your own success?

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