Choosing the Best CRM for Your Organization

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Choosing the Best CRM for Your Organization

  1. 1. 2007 WHITE PAPER Choosing the Best CRM for Your Organization
  2. 2. Choosing the Best CRM for Your Organization By Paul Gillin Executive Summary CRM buyers have a wealth of deployment options available to them, providing unprecedented flexibility, cost- efficiency and business value. They can opt for a traditional on-premise packaged software installation, subscribe to one of the new breed of on-demand services delivered via the Internet, host their own on-demand solution or deploy a combination of those approaches. This gives IT organizations the power to fine-tune CRM deployments to match their needs, strategic objectives and the budgets of business users. But with choice comes complexity. Not only must IT managers carefully analyze their business scenarios, they also must understand the strengths and weaknesses of the available products. There are many new hosted solutions, but most don't integrate well with the market-leading packaged solutions or with legacy systems. These so-called software-as-a-service (SaaS) products also have a wide range of capabilities for customization and standards compliance. Vendor stability and reliability also are important issues. With consolidation inevitable in the market, users need to choose vendors wisely. This white paper describes and analyzes the four most popular deployment scenarios, then offers a guide to choosing a hybrid approach that best matches the needs of the business while delivering superior performance, application integration and functionality. collaboration and Web 2.0-style five times the cost of customer Introduction engagement, the software tools to retention. Customer relationship support it have grown and become Retaining customers isn't easy, management (CRM) has been one more diverse as well. Today, though. The Internet has lowered of the most compelling operational buyers have the luxury of choosing the cost of switching and made concepts of the past 15 years. from a vast selection of products to markets more price-sensitive. Beginning with humble roots in help develop and nurture customer Customers increasingly are asking sales force automation, CRM has relationships. for custom solutions to their expanded to include a wide range · Broadly defined, CRM problems, using comparative of tasks, analytics and encompasses everything shopping services and freely engagement tactics that maximize companies use to manage available rating systems to pit the value of the customer customer relationships, companies against each other. relationship and contribute to including capture and analysis sustainable revenue growth. Total of customer information and In this increasingly competitive analytics to leverage that data environment, businesses must CRM revenues reached toward better sales differentiate not only their $8.4 billion in 2006, up 7 percent performance. from the previous year, according products, but their customer experience. In fact, customer to Forrester Research. AMR Why is CRM experience is emerging as the Research, which includes a broader range of applications in its important? most important competitive forecast, predicts that the market Common sense dictates that it's differentiator between vendors in will grow from $8.6 billion in 2006 cheaper to generate more revenue many markets. The focused ability to $18 billion in 2010, a 21 percent from existing customers than to to anticipate and respond to compound annual growth rate. acquire new ones. According to customer needs will separate surveys, the cost of finding new market leaders from also-rans. As CRM has expanded to customers is estimated at three to encompass elements of Copyright © 2007 Oracle Corporation and IT Business Edge. All rights reserved. 1
  3. 3. Choosing the Best CRM for Your Organization CRM systems support business growth in two critical ways. First, they enable sales and support personnel to gather detailed information about individual customer needs, enabling them to offer custom products and services the customer can t find anywhere else. Secondly, analytics provide insight about customer behavior on a broad scale. For example, knowing that customers who buy red sports cars also are highly likely to buy premium sound systems can help an automaker shave costs and deliver more In the CRM feedback circle, data gathered from multiple customer touch points targeted products. These are stored in centralized databases. Sophisticated analytics are then applied to correlations aren't always evident, discern patterns of customer behavior and to craft custom products and programs for customers and groups of customers. so analytics and data mining can reveal hidden information about include data mining, dashboards, cost and often long deployments. customer behavior that can greatly alerts, multimedia, e-mail For many organizations, an on- benefit the business. integration, free-form text analysis premise deployment is still the best Finally, call-center and customer- and other sophisticated features. option because it provides superior care applications enable The best CRM systems enable customization and integration businesses to deliver highly buyers to extend capabilities as capabilities. Users have complete customized service. By knowing in their business demands and to control over the application and detail the customer's background, customize the solution to their infrastructure, giving them the product configuration, service industry. Integrated with core ability to apply additional history and satisfaction, customer- financial systems, Internet horsepower for transaction- service representatives can commerce servers and customer intensive applications and to use address each situation uniquely. contact center software, robust their preferred programming and Recently, CRM tools have begun CRM systems can give a 360- customization tools to extend the degree view of the customer, application s functionality. to take on an exciting new dimension by leveraging Web 2.0- enabling a business to track every However, new alternatives are customer "touch." This helps the emerging. like social media features to build online communities of customers, business build a robust profile of The most popular of these is channel partners and suppliers. each customer and deliver a much software as a service (SaaS). This While these efforts are still at an more targeted set of goods and is the next generation of the early stage, they show great services. application service provider (ASP) promise to take CRM to the next model popular in the late 1990s. level and further drive growth in Deployment Options However, there are night-and-day the market. Proliferate differences between SaaS and the Technology has evolved to support Just a few years ago, customers old ASP model. Today's SaaS these needs. From the early had few choices in CRM services offer superior scalability, database-oriented sales-force- deployment. The standard option reliability and data integrity. automation applications, CRM was an on-premise installation, Whereas early ASP services were which involved significant up-front often plagued by outages and systems have blossomed to Copyright © 2007 Oracle Corporation and IT Business Edge. All rights reserved. 2
  4. 4. Choosing the Best CRM for Your Organization performance problems, modern customer owns the entire package if a customer deploys the SaaS applications are based on and is free to customize it as application widely over a period of much more reliable technology, needed. The customer has years. Deployment times for highly incorporating world-class data complete control over the customized applications can centers, redundant services and infrastructure and data. stretch to a year or more and may state-of-the-art security. involve the use of dedicated IT Siebel Systems (now part of resources and external There also are big differences Oracle) was a pioneer in on- consultants. Customers also have between the relatively inflexible premise CRM and is still the limited options for migrating to ASP services of a decade ago and market leader. Forrester Research other CRM applications because of modern SaaS. Web services estimates that on-premise the need to realize a return on standards and the emerging solutions still make up about 90 1 investment on the up-front cost. service-oriented architecture make percent of CRM sales . it possible for SaaS services to be User View: The intensely Advantages: For customers who customized to a much greater competitive airline industry need complete ownership and degree than their predecessors. demands that carriers identify control over every aspect of the This is why many customers now every possible opportunity to cut deployment and maintenance of look at SaaS as a complement to costs and maximize customer the CRM application and its or a replacement for on-premise loyalty. Alaska Airlines has long infrastructure, on-premise is the deployments. tracked customer behavior, but way to go. Customers who choose data was scattered in silos SaaS isn't for everyone, though. this option can achieve a high level throughout the company. It knew it Buyers should carefully consider of integration with operational and needed an on-premise solution so the merits of on-premise and on- legacy applications and can executives could aggregate data demand deployments before customize the deployment as from various legacy systems. choosing a course. A new hybrid much they want. Customers are alternative has recently emerged also in complete control of data It chose Siebel CRM to gain insight that offers compelling benefits. storage and protection, which into customer loyalty. Using This will be discussed later in this minimizes the risk of legal dashboards, the company could white paper. exposure and embarrassment due collect a variety of information to another party's mistake. Finally, about scheduling, ticket Next, we will discuss four basic some CRM providers and purchases, seat selection, on-time options for CRM implementation: specialized third parties offer flight performance and other · Customer-Managed highly customized vertical industry metrics to gain a richer view of the On-Premise solutions that extend on-premise factors that drive loyalty. This · Privately Managed and deployments with a level of insight has helped the airline target Hosted On-Premise sophistication that on-demand offers to customers based upon services can t match. their history and behavior. · Multi-tenant On-Demand (SaaS) Disadvantages: The primary The use of on-premise CRM has · Private On-Demand (SaaS) downside of on-premise changed the company, says deployment is cost and time. James Archuleta, CRM director. Customer-Managed Acquiring hardware and software "People are starting to realize that On-Premise infrastructure is expensive and there are causes and effects In a traditional on-premise time-consuming. However, over between all of the elements of a deployment, the customer buys or time an on-premise deployment business, and so it is truly affecting leases infrastructure, including can be the least expensive option us in breaking down those silos hardware, operating systems, within the organization," he says. 1 CRM market to grow steadily, databases and other system Recommendations: Choose on- software, and installs a packaged Forrester study says, premise if you are ready to make a application in its data center. The SearchCRM.com, Nov. 14, 2006 commitment to CRM as a Copyright © 2007 Oracle Corporation and IT Business Edge. All rights reserved. 3
  5. 5. Choosing the Best CRM for Your Organization foundation of your business and the business. This approach also customers. All aspects of find an application that meets your might involve additional infrastructure management and requirements. On-premise management overhead to application delivery are handled by deployment is also a wise choice if coordinate the activities of external the service provider, conforming to you have specific integration and internal staff. a service-level agreement needs or an interest in controlling negotiated with the customer. Recommendations: For users the infrastructure. Delivery is typically over the public who want the advantages of best- Internet. The customer typically Privately Managed and of-breed functionality, complete does not maintain software or Hosted On-Premise infrastructure control and the hardware and pays for access to highest levels of security and data This approach is identical to the the application only. The customer protection, the Privately Managed one outlined above except that a owns the data, unless otherwise and Hosted On-Premise approach vendor provides most or all negotiated with the vendor. deserves serious consideration. operational support for the However, customers should Typically, SaaS services are application at its hosting site. The negotiate service agreements delivered through a multi-tenant customer preserves all the carefully to be sure they have a architecture. In this approach, all functionality of the application and clear picture of the required underlying server resources, the ability to customize and investment. system software and databases integrate with legacy systems with are shared and a single application a high degree of control. Multi-tenant On-Demand is presented in multiple views Modifications may be done with a (Software-as-a-Service) customized as if they belong to the mix of internal and vendor-supplied individual customer. In a typical software-as-a-service resources. (SaaS) deployment, a vendor The SaaS market is growing Advantages: This option has all provides the application as a rapidly, with hundreds of the advantages of the customer- service that is licensed by multiple companies delivering all kinds of managed approach as well as the added advantages of shorter deployment and access to outside expertise. Because the application provider has extensive knowledge and experience with the CRM software, customers cut the staff learning curve and can be up and running in less time than a traditional on-premise deployment requires. The vendor also might be able to improve functionality with custom and industry-specific deployments, without extensive ramp-up time. Disadvantages: The biggest downside is cost. Using contracted skills is often more expensive than relying on in-house resources, In this simplified representation of a multi-tenant architecture, physical servers although these costs are typically share data center resources on the back end. Virtualization is used to create built into the per-user costs. multiple virtual machines (VM) and application spaces (AS) that are independent Vendors also may need additional of physical devices. Each group of customers sees only its own applications. This architecture provides the illusion of a customized computing space while time to learn the specific needs of achieving efficiencies through economies of scale due to consolidation. Copyright © 2007 Oracle Corporation and IT Business Edge. All rights reserved. 4
  6. 6. Choosing the Best CRM for Your Organization applications this way. Research software delivered as a service to better handle on sales activities. firm Gartner estimates the market be as easily molded to a Previously, information was stored was worth $6.3 billion in 2006 and customer s needs as software locally by individuals around the predicts it will grow to $19.3 billion deployed on-premise. In the SaaS world, which meant that a lot of by the end of 2011, a 25 percent model, customization is usually communication was required to get compound annual growth rate. handled with a high-level deals done. CRM has been a prime driver in programming language or a With Siebel CRM On Demand, the this market because basic CRM proprietary toolset. This may company quickly gained access to functions apply to many present training issues and could best practices for lead tracking and businesses and rapid deployment increase switching costs if the pipeline status. For example, is attractive to companies seeking customer later chooses a different Siebel s Sales Process Coach immediate sales impact. service provider. SaaS enabled Heat and Control to applications also are more difficult Advantages: Multi-tenant On- develop a standard terminology for to integrate with legacy systems, Demand SaaS is the ideal option all sales activities and stages. particularly if proprietary coding is for customers with limited capital Managers no longer had to sort out involved. While integration can be resources, variable work force the terms used by individual sales streamlined through the use of needs or reluctance to commit to a reps and organizations. Web services and a service- specific CRM application. There is oriented architecture, the on- Pipeline analysis is now overlaid almost no up-front investment; demand model has inherent with production planning. costs are usually borne as an disadvantages in this area. Depending on where an operating expense and users can opportunity is in the sales cycle, be added or dropped as business SaaS customers also give up the engineering and manufacturing demands, with a corresponding some control over upgrades, teams can get a clear picture of impact on costs. In its early years, enhancements and planned what future production demands the SaaS model acquired a downtime. Service-level might be. From purchase to go- reputation for unpredictable agreements need to be negotiated live, Heat and Control s performance and availability, and carefully to minimize surprises and implementation process took just security was always a question disruptions. Data ownership three and a half months. mark. However, modern SaaS issues also have been an issue systems housed in world-class when data is hosted off site. Again, Recommendations: If flexibility, data centers provide superior careful attention to contractual speed of deployment and ease of performance and "five-nines" obligations is required. SaaS switching are important, then SaaS availability. There have been no implementations also can carry a is the right solution for you. SaaS reported security breaches of hidden cost disadvantage. While also makes sense if the user base SaaS systems operated by major per-user pricing is attractive in the is in the hundreds or thousands vendors. SaaS also offers a best- short term, large installations might as opposed to many tens of practices approach to deployment be more expensive over time than thousands or if different solutions because vendors learn from on-premise solutions. Also, need to be deployed in different managing a large number of users, because SaaS costs are usually departments. For maximum each with different needs. borne as an operating expense, flexibility and long-term cost Upgrades and fixes are done the cost could be less predictable control, on-premise solutions still quickly, often without the customer and could affect profitability. might be the better bet. However, even noticing. This minimizes SaaS is an increasingly popular User view: Heat and Control Inc, maintenance for IT staff. option for customers who want fast one of the world s leading results at a relatively low start-up Disadvantages: Although service manufacturers of food processing cost. providers have come a long way and packaging equipment, toward delivering customization deployed the Siebel CRM On features, it is impossible for Demand SaaS service to get a Copyright © 2007 Oracle Corporation and IT Business Edge. All rights reserved. 5
  7. 7. Choosing the Best CRM for Your Organization Private On-Demand Disadvantages: The cost of this Staffing: All options include some Although multi-tenant SaaS option is understandably higher staff expense. An on-premise implementations can generally be than that of multi-tenant SaaS. installation will require server considered very reliable and Vendors must cover the additional administration as well as software secure, some customers like to overhead of providing dedicated installation and custom have the peace of mind of knowing technology, and possibly staff, so programming. This is clearly the that there is an infrastructure the per-user charges and most costly option, but it also dedicated to their application. minimum-user guarantees of a delivers the most customized Historically, their only option has Private On-Demand option will results. been a full on-site deployment of a almost certainly be higher than SaaS vendors promote their packaged application. But vendors those of a multi-tenant SaaS products as being easy to use and are beginning to innovate with deployment. Customers also can t to customize, but few IT versions of their SaaS products expect to have as much control organizations want to put that deliver the cost and availability over upgrades and customization programming in the hands of benefits of a hosted solution while as they would for an on-site business users. If your SaaS adding a level of customer deployment. installation requires extensive ownership. There is no standard Recommendations: For customization or legacy terminology for this model, so we ll organizations that couldn't integration, you'll need to factor call it Private On-Demand. otherwise consider a SaaS this into your staffing costs. Many A Private On-Demand service is solution, this option could be a SaaS implementations also require identical in every way to a multi- godsend. It has all the benefits of extensive configuration before tenant hosted model except that SaaS without the perceived risks. deployment. Be sure to ask the SaaS application is run on an However, this option is not a vendors about these options, infrastructure dedicated to one replacement for Customer- negotiate service-level agreements customer. This includes servers Managed or Privately-Managed carefully and budget appropriately. and software and may also extend On-Premise deployments, which Finally, training and helpdesk to bandwidth. Upgrades and new offer the customer more control in support also consume resources. functionality are provided on the a number of areas. Also, a Private For an on-premise deployment, same schedule as with a multi- On-Demand service may cost these costs fall almost entirely on tenant environment. Contract more than an on-premise the IT organization and its terms are similar, although at a deployment in the long run. contractors, but even a SaaS higher cost. solution may require IT helpdesk Factors for IT support. Again, it's a good idea to Advantages: A Private On- Demand model potentially opens to Consider negotiate these costs and the SaaS option to a class of Implementing and managing a responsibilities with a service customer that wouldn t consider it CRM system invariably falls to the provider before making a otherwise. These include IT organization, and the associated commitment. customers in highly regulated or resource demands require careful Budget: Although on-premise security-conscious industries, consideration. Licensing fees, deployments generally cost more, where any kind of shared-space customization, support and much of the cost of servers and deployment would be considered maintenance all carry cost. These license fees is allocated and too risky. These customers can get must be matched to the needs of depreciated as a capital expense. all the advantages of SaaS the business, meaning that IT and This may be desirable for including best-of-breed end-users must collaborate companies that want to amortize functionality, rapid implementation, carefully when choosing a the cost of their CRM project over expert service and variable cost deployment. Here are some key several years. In contrast, SaaS without giving up control. factors to consider: solutions are usually paid out of operating expenses and those Copyright © 2007 Oracle Corporation and IT Business Edge. All rights reserved. 6
  8. 8. Choosing the Best CRM for Your Organization costs may very widely as the custom programming is required. If control is an important issue, number of users changes If you All vendors have different degrees then an on-premise or privately choose SaaS, negotiate a price of expertise in back-end managed on-demand service schedule you can live with over a integration. Purchasing a CRM provides extra peace of mind. period of years. solution from a vendor that also provides ERP and database Best of both worlds Business structure: A crucial but engines might significantly reduce Choosing a CRM solution involves often-overlooked factor in CRM your costs. making tradeoffs in flexibility, implementations is the nature of the business itself. Highly External issues: CRM involves customizability, cost, convenience centralized organizations may the gathering and analysis of large and speed of deployment. Few enjoy the economies of scale of amounts of customer data. In customers will find the perfect implementing a single solution and some industries, this is easier to match for all their needs, but there sharing it broadly. On-premise accomplish than in others. Heavily is an intriguing new option solutions are more appealing in regulated industries such as health emerging that may satisfy most this environment. Decentralized care and banking need to pay requirements. It's called hybrid organizations typically push particular attention to privacy and deployment, and it delivers the decision-making power down to compliance issues. Whether best features of SaaS and on- business units. In these situations, choosing an on-premise or SaaS premise solutions with few of the SaaS solutions offer the kind of solution, look for vendors with downsides. flexibility that business owners significant expertise in these A hybrid deployment uses both on- often desire. industries. demand and on-premise solutions Features: CRM solutions, whether Control: Some companies are with a high degree of back-end packaged or delivered online, reluctant to give up control over a integration and database sharing. come with a basic set of features. precious asset like customer data. Users mix solutions according to For many sales organizations, this Although most SaaS vendors offer their needs and may even will deliver 80 percent to 90 excellent security, backup and intermingle deployment models percent of the functionality they data protection, customers must within the same department or need. However, vertical industry still make a leap of faith by putting workgroup. The use of a applications and company-specific data in the hands of a third party. consistent data model and user features will require custom Many customers also will want interface minimizes user confusion programming, as will integration control over downtime and and IT helpdesk expense. The with legacy systems. Consider upgrades. Integration projects CRM solution may thus be more carefully how much customization may require special testing and easily mapped to specific business your deployment will require. training on a schedule that the IT units needs. Match this against the features the organization needs to control, or A hybrid CRM deployment offers vendors provide and inquire about projects may need to be released the following benefits: the cost and complexity of in stages to production. SaaS Maximum flexibility IT extending packaged solutions. vendors usually are willing to organizations can deploy the CRM Consider whether developers can preview planned upgrades to approach that makes the most use off-the-shelf programming customers. However, they have sense for their customers. tools to extend this functionality or the needs of many customers to Workgroups or business units that whether they must learn a consider, so the availability of are transaction intensive, such as proprietary language. Consider, staging sites should be negotiated call centers, or business units that also, the readiness of your legacy carefully in advance. While many need a high level of customization systems for this kind of integration. users are delighted to log in and may choose the on-premise If you are using a service-oriented find new features available to option, while highly collaborative architecture, then integration is them, IT organizations aren't field representatives or occasional more straightforward than if always comfortable with this idea. CRM users can opt for the on- Copyright © 2007 Oracle Corporation and IT Business Edge. All rights reserved. 7
  9. 9. Choosing the Best CRM for Your Organization demand model. In all cases, users Considerations in hybrid · Can legacy integration be share a common database that deployment handled flexibly on both the on- can be located on site, at the premise and on-demand sides? A hybrid deployment isn't right for Equally important, does the hosting provider s location or a everyone, and businesses should vendor already have a combination of the two. The carefully assess their long-term presence in the customer s choice is up to the customer. needs before choosing this legacy computing Superior business alignment approach. Large, diversified infrastructure? Each business function may organizations are most likely to · Does the vendor maintain a choose the deployment option that benefit from a hybrid approach world-class infrastructure to makes sense for its particular because their needs are so deliver its on-demand services? variable. However, even small needs. This puts more decision- · Does the vendor enforce the making capability in the hands of organizations may find the hybrid highest standards of data the business units without model attractive as a way to protection and security, keeping requiring IT to maintain and "bridge" into a full on-premise in line with government and synchronize separate database solution. regulatory agency mandates in functions and business rules. these areas? When investigating this option, Features are matched to user there are a few key questions to · Does the vendor offer 24/ 7 requirements and users can move ask: support and on-site field service easily between on-premise and on- to meet the demands of real- · Does the vendor have the time business? demand options without extensive expertise and resources to fully education or administrative support both models and to · Does the vendor help the expenses. provide world-class service no customer calculate return on matter what the deployment investment and total cost of Best-of-breed functionality ownership to determine the scenario? Only a few vendors have the optimal deployment scenario? resources and market experience · Is the vendor truly neutral in its approach to this option, or does to compete in both the on-premise it have a bias toward a About Oracle s and SaaS businesses. Each particular model and is merely Siebel CRM Solutions requires a different set of skills and offering the hybrid choice as an Oracle offers information-driven industry focus. The vendors who obligation or trial balloon? can successfully address both CRM applications that leverage markets are more likely to bring a · Are the on-premise and on- enterprise data to drive profitable broad range of capabilities to bear demand solutions truly customer interactions. Oracle's integrated? If either was the Siebel CRM products cover the to solve a specific customer need. result of an acquisition, they breadth of CRM functionality, from IT control: A hybrid deployment probably aren t. The ideal hybrid model involves a single sales, marketing and e-commerce, provides IT organizations with the to customer service, multi-channel solution that has evolved to highest degree of control over interaction and analytics. Oracle's support multiple deployment costs and configuration. Because scenarios. information-driven CRM customers can freely move applications leverage enterprise between on-premise and on- · Do product features match the customer s need in all cases? information from all areas within demand models, they can tune organizations to help achieve their configuration to match · Do you need on-demand an on- optimal business performance and budgetary and strategic needs. premise versioning to be create new revenue opportunities. They can also locate customer synchronized? Typically, on- demand customers have Solutions help customers drive data where they wish. incremental revenue, reduce quicker access to new features, a key benefit of that approach interaction costs and increase that they would lose with customer value. synchronization. Copyright © 2007 Oracle Corporation and IT Business Edge. All rights reserved. 8
  10. 10. Choosing the Best CRM for Your Organization Oracle Oracle (NASDAQ GS: ORCL) is the world s largest enterprise software company. Oracle technology can be found in nearly every industry around the world and in the offices of 98 of the Fortune 100 companies. Oracle's Siebel CRM On Demand delivers the industry's most complete subscription-based solution for sales, marketing, and service, providing organizations of all types and sizes with rapid time to business value. Oracle is the world s leading supplier of software for information management, and the world s second-largest independent software company. Visit our Web site at: www.oracle.com/crmondemand.com IT Business Edge IT Business Edge delivers the information, analysis and context business technology decision makers need to maximize returns on IT investments and align IT initiatives with business objectives. As a technology intelligence agent, IT Business Edge provides content different from that of a traditional IT publisher, news service or analyst firm. Our editors monitor all these sources plus many others for critical IT information that they translate into actionable advice for high-level IT and business managers. Subscribers access our practical content and useful decision-making tools through a rich Web site, targeted e-mail newsletters, and varied RSS feeds. All these outlets feature our business-focused blogs, exclusive interviews with field experts and industry insiders, plus our database of more than 20,000 abstracts summarizing content from 2,500-plus sources. Visit our Web site at: http://www.itbusinessedge.com About the Author Paul Gillin has chronicled the information technology revolution since the dawn of the PC era. He joined Computerworld as a staff writer in 1982 and served as senior software editor at PC Week and founding news editor at Digital Review before returning to Computerworld in 1987. In 1999, he became the sixth employee at a startup soon renamed TechTarget, where he engineered its transition into a leading source of original news and technical advice. He now operates his own firm, helping technology companies connect with their customers through quality content and innovative communications strategies. Copyright © 2007 Oracle Corporation and IT Business Edge. All rights reserved. 9

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