Marketing Sherpa just published a great case study.
This one looks at a challenge many large companies face and most do nothing about. But the company in the case study, Business Objects, did.
I’m happy about this for 2 reasons: 1) Business Objects is based in Vancouver, where I live (although they were recently acquired by SAP, and 2) the company clearly proved that direct response marketing deserves a seat (if not the Vice-President’s chair) at the main table.
Here’s why …
