SPECIAL REPORT VARIABLE DATA PRINTING -- Methods May Vary

To execute this strategy, Daniels' COO says he now looks for salespeople who are marketing oriented. "You must have someone who can go in and make a business case for variable data, and they need to be able to get to the 'C level' (corporate) people," he asserts.

Despite all of VDP's promise, Fisher says it's also important to keep in mind that not all campaigns are successful. "I've turned projects down because I didn't want to have our company painted by a campaign that wasn't going to work," he explains.