Campaign management (CM) software has been around only since 1996, but it's already made a big dent in financial services. Given the complexity and geographic scope of financial promotional campaigns these days, it has become an invaluable tool in planning, executing, coordinating, and evaluating sales and marketing efforts. According to Kathleen Khirallah of TowerGroup, Needham, MA:

- Retail banks spent $220 million on CM software in 1999

- Bank spending on the technology in 2001 will rise 400%

- CM tools builds on Marketing Customer Information Files and database marketing software

- CM is only an element of-and no substitute for-customer relationship management

- Other industries that use CM include direct marketing, utilities, and telecommunications

- Securities firms increasingly are turning to CM technology

- Unlike CM software, marketing automation applications support only the execution of campaigns

- Adoption of the technology worldwide has been fastest in North America and Europe

- Beyond CM, "campaign optimization" uses market analysis tools to speed development and deployment of campaigns

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