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Tom Preece, managing director of CPM, explains how the field marketing specialist is starting to broaden its scope to use skills across the whole business
The past 12 months have been an interesting time for CPM. In these pages last year, we discussed our strategy of moving away from field marketing to occupy a broader space -- as an organisation providing customer acquisition and management services for our clients. This shift was about something more fundamental than simple word play. It was a recognition that in today's marketing environment, it's effective, impactful, cost-effective delivery that counts and not the delivery mechanism.
Soon after last year' s field marketing leagues, we put our money where our mouth was and merged with our sister company, In TelMark. The result has been a significant change in our business model and approach.
Rather than just bolting together the service offerings and expertise of two companies, bringing CPM and In TelMark together has meant that customer acquisition and management has become a reality. Drawing imaginary lines between different disciplines is no longer viable.
The approach has been backed up by some of our most …