Your organisation has marketing plans, of course, and these include plans for promotional activities such as advertising, exhibitions, PR, and direct , etc. – but how do you achieve those? How can you monitor the results?
You want to be able to do more direct mail more easily and more often. You want to start direct email. You want a means to schedule other promotional activities and follow proven steps to get these done.
That means you want marketing management functionality in your CRM system.