Why any work without overall integration does not have any sense on long periods of time? Because business and information structures are highly dependable and can not exist without “one vision”. Vision of business logic – marketing products with appropriate information support is the only sustainable goal in future.

Basis of general concept should be in following idea… If implementation of complex marketing product is set up in a wrong way, later it is much harder to fix wrong structure in IS. Sometimes it is also impossible to correct false product set up in information systems due to historical data. Historic data is huge burden that can be far harder to correct then only product logic that allowed wrong data feed into data bases.

If each marketing product is going to be implemented without general concept and idea of future business logic of products and without cost and revenue details for thorough profitability analysis then Information Systems are going to be caught in trap of impossible functionality and business logic.

Information Systems will not be able to implement any new market product in near future for reporting purpose if they do not stick to general concept – business and profitability logic agreed on strategic level. This is the result of quick-win implementation logic without vision.

Final result in two, three, five or more years can be general stop of publishing new marketing product to market, huge costs to set up information sytsems, profitability analysis and product portfolio clean up. Net Present Value of this fixes will be far bigger than playing according to general concept now.

If it is not possible to track cost, revenue, and business logic for new product then it is better not to install them. Marketers like to jump on this statement because for them there should not be any additional delay in product launch.

What is the purpose of product if it only brings mess to Information Systems? Super complex knot and amorphous cost mass will be produced. You’ll get quick wins but in near future you’ll get to the wall you’ve built with wrong IS lead.