RFMPCP ... What?

I recently met with an experienced B-to-B direct marketer to talk about what his company is doing to “get more with less.” It's a common theme these days. We discussed how many marketers, particularly new e-marketers, weren't paying enough attention to the basics, such as RFM segmentation and a good contact strategy. The discussion then turned to how his company had improved on the tried-and-true RFM tool. Here are some key points I took away from that discussion: