Integrative Logic: Bridging the Gap Between Marketing and IT Pierre SD

Posted by : Elizabeth Millard

Businesses that need outsourcing tend to hire a marketing agency for advertising and creative strategy, and an IT development firm for technology needs. Atlanta-based Integrative Logic wants to be all things to all customers. Bringing together marketing acumen and tech expertise, the company aims to deliver a nicely complete package for its clients. President John Gardner talks about ROI, filling in gaps, and rapping on blocks of wood.

How did Integrative Logic get started?

Integrative Logic was started because I was frustrated with internal agency obstacles that keep many firms from leveraging tremendous market opportunities. Common agency practice has been to sell a channel--Web sites, TV ads, direct mail, etc.--rather than develop a channel based on the highest potential ROI. For example, an interactive agency will talk about business intelligence, but it will always push clients to a Web strategy. This approach is inherently flawed from our perspective, as the channel should be dictated by what consumers will most respond to. This is the approach upon which Integrative Logic was founded-using business intelligence to drive client strategy.

Why do you think there's a need for your services?

The need for Integrative Logic's approach and delivery is huge and is quickly emerging in the marketplace. CRM failed because it was sold as a business application. Our clients are quickly seeing the value of CRM components, without re...

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