The Big Picture of Initiatives

An initiative defines a structured campaign designed to encourage customers to participate in a program. An initiative can:

  • Target a market segment by specifying criteria that must be satisfied before leads are generated for customers.

  • Ensure that customers are still eligible to participate in a program at sign up or enrollment time.

  • Define a structured marketing effort for the events or actions that should take place during the life of a lead to encourage a customer to participate in the program.

  • Define whether the lead is related to other objects (such as, the premise) in addition to the account.

  • Contain sub-initiatives. Together, an initiative and its subsidiary initiatives form an initiative hierarchy. This supports reporting purposes and the analysis of the success of different market segments and marketing efforts.

Refer to Maintaining Initiatives for more information.