At KeyCorp, commercial bankers faced a familiar problem: Too many prospects, not enough time. They turned to new marketing recruit Trish Keane to solve the problem. While many off-the-shelf systems make sales- force automation easier, Keane's ambitions were greater. She wanted to build a system that helped relationship managers better qualify prospects, communicate with them and track results in business segments that had vastly different information needs.

Using the expertise of Epsilon, the company created PeTe-an acronym for Prospect Toolkit. Moreover, the closed-loop marketing system also captured every interaction between relationship managers and their prospects. Today, that wealth of information enables the marketing department to analyze prospects and customers for next-product selling opportunities and to measure the effectiveness of marketing efforts.

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