Should In-plants Offer VDP and Marketing Services?

IN MY February article, "Naysayers and Yea-Sayers," I talked about in-plants that are thriving. The in-plants in this group share something I refer to as establishing credibility with existing products first, and then using that trust to motivate interest in more valuable products, such as variable data printing (VDP). Those successful in-plants often use VDP as a stepping stone to other database-driven services such as e-mail marketing, PURLs, SMS and QR codes. The question becomes, should you offer VDP and other marketing services?