I have been doing some more traditional 1to1 database marketing recently and it has reminded me that the more things change the more they... don't.

Aligning the culture of an organisation is the task that really makes it difficult to transition from product-centric to customer-centric thinking.

Both of the clients are using best of breed analytics and campaign automation platforms, so the technical challenges are not insignificant, but these dragons are being vanquished. Much harder to get the whole organisation aligned in their understanding of;