Tech company improves marketing effectiveness.(BEST PRACTICES FOR CUSTOMER-CENTRIC ORGANIZATIONS)(Imceda Software)(Brief Article)

CRM Magazine, May, 2005 by Compton, Jason

Imceda Software, a developer of database management tools, has been aggressively expanding its reach beyond its Australian home. That means equipping a growing sales force with the means to contact and close a widening number of prospects. Imceda outgrew its initial contact management capabilities and opted for Sales force.com. "We have remote offices across South America, Europe, Australia, and the U.S., so one of the criteria we had was an ASP model," says Ed Harnish, vice president of marketing.

Often associated first with sales efficiency, Imceda's marketing efforts benefited from the CRM system. Harnish says, "We are constantly looking for justification of the budget, or getting the results we need," be it a direct mail expense or a larger trade show...