VRM – requirements of a good service

For a reminder of why marketing is broken and a detailed set of requirements for a good VRM service to fix it check out this post from leading European VRM thinker and practitioner Iain Henderson – Hard Re-set Required for Direct Marketing to Re-invent Itself.

In summary Iain argues for total control of customer data by the customer, 100% opt-in, and control of when, where, and how advertising messages are received.