Since 1985, ISM Inc. has been one of the premier CRM strategy advisors to companies across industries – creating & implementing Customer-Centric Strategies for best-in-class organizations in the public, private and non-profit sectors worldwide. In this video, Barton Goldenberg, President of ISM (www.ismguide.com) discusses the importance of resolving identity first for people-based marketing strategies to have the maximum impact possible.