ONE-TO-ONE MARKETING: Comment - Throw out the rule book and get stuck into hands-on CRM

Writing about CRM is easy, especially if you are not responsible for implementing the theories you spout. For CRM professionals who are accountable for results in their organisations, the challenge always is to leap from principles to practice, to put CRM into action in a way that meets their company's specific goals. When your appraisal depends on the results you deliver, you better get off your theoretical high horse and get your hands dirty, even if that means throwing away the CRM rule book for a while.