"The Conn situation was something we really harped on, " said Jennifer Griffith, a master docket clerk in the office until she left in late 2007.

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The key then is to follow a Master or team of Masters with an investment strategy that fits your situation and hold them accountable for results.

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The combined forces of the Software-as-a-Service deployment model, the role of Salesforce.com as the master data aggregator and integration point, buying habits of marketing departments and cooperative efforts among vendors have created a situation in which IT plays almost no role in supporting the use of marketing technologies.

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