Although CRM can be thought of as a sub-part of IMC, there is no question CRM has achieved a much higher level of awareness and acceptance in the C-suites of companies. This is because there are external CRM champions – global software and hardware companies who have great economic motivation to sell CRM. One of the challenges facing IMC is finding businesses who will be economically motivated to sell IMC. The most logical are the advertising holding companies, but to date they have not been able to package integration in a way that attracts top management attention. Until the holding companies have an internal financial compensation system to negate family agencies from competing against each other, they will never be able to successfully package a genuine integrated communication and brand building product for clients.
– Duncan & Mulhern, 2004. A white paper on the status, scope and future of IMC.