Using your CRM to own prospect relationships

Many firms close the gap between client and student by keeping the implementation and measurement on the vendor side. An example of this is traditional (they wouldn’t describe themselves this way) student search firms. A campaign is developed, a list is purchased, search is deployed, inquiries are gathered and returned to the institution. These are billion-dollar firms that close the gap between implementation and measurement by keeping it all on the vendor side. Yet, this simply creates a different gap and new resource overlap: the vendor is now an avatar of your institution and the interaction with the student has left the purview of the institution. The vendor sits between you and the student. How to close this gap?

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Sam Waterson

Sam is the Executive Vice President and Creative Director at RHB.