Are you at the point where senior leadership has recognized
the need for better and more efficient customer engagement? Are they interested
in a sophisticated preference management solution as a means of achieving that
Let’s say they’re taking next steps like feasibility and
cost studies, but it doesn’t pan out as planned. Maybe it’s too costly, maybe
infrastructure is hampering progress. If the outcome is undesirable, try a
different tack: Oftentimes moving the goalposts allows leadership to see the
power of preference management in smaller, just as valuable ways. By creating
manageable goals based on smaller initiatives, you allow decision-makers to see
the achievements of preference management.
More modest proposals include offering opt-down functionality
in email marketing, installing a website preference center, and expanding your
preference collection with a limited starter program.
Would one of these tactics make it easier to earn
organizational buy-in? We can help you make your case as best you can.
In the following weeks, we’ll continue to roll out videos to
guide you through making the case for preference management. If you haven’t yet
explored our Resource Center, you can download the Making the Case for Preference Management whitepaper here.
Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace.
With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today.