Vancouver, BC, November 29, 2001
Pivotal promotes sensible CRM vs. humongous CRM; publishes competitors’ phone numbers in ads to offer buyers a clear choice
— Pivotal Corporation (Nasdaq NM: PVTL; TSE: PVT), the leading provider of sensible customer relationship management (CRM) software, is launching a major marketing campaign this week to promote the provocative message that ‘humongous’ CRM software is the wrong choice for most companies.
The campaign includes advertising in the Wall Street Journal and targeted technology publications. The first ad appears in the November 29, 2001 edition of the Wall Street Journal. Pivotal’s tongue-in-cheek ads present CRM buyers with a choice between ‘humongous’, expensive, and time-consuming software; or Pivotal’s sensible, cost-effective, quick-to-implement software.
According to Bo Manning, president and CEO, Pivotal, “Until now many organizations thought their only choice was to purchase CRM software that was built with the needs of the world’s largest companies in mind. Although humongous CRM software is the right choice for some global companies, it can cripple businesses that don’t have an abundance of time and money. Pivotal offers complete, sensible CRM for half the cost of the humongous guys – we’re making CRM affordable, fast, and achievable for everyone.”
Pivotal vs. The Humongous: The Ad Campaign
The first ad of the new campaign reads, ‘Some companies are so humongous that they can afford enterprise-wide CRM implementations that will take up to 36 months to complete. If this sounds like you, call the guys who sell humongous CRM software’. Then, it provides the numbers of three CRM vendors who offer complex software to Global 500 companies. The ad goes on to state, ‘If you’d prefer CRM results in 3 to 6 months then call us.’
Pivotal’s new marketing campaign includes advertising, Internet marketing, trade shows, public relations and direct mail. The campaign, dubbed ‘Pivotal vs. The Humongous’, aims to articulate the primary differences between Pivotal and its competitors (who focus on Global 500 companies), and promote Pivotal’s new go-to-market strategy which is designed to address the specific needs of companies in search of sensible CRM.
According to Manning, “Buying patterns have changed significantly – partly because of the maturation of the CRM market and also due to the economy. Companies are scrutinizing their CRM purchases, demanding pilots and requiring up-front proof. The enterprise software industry must change to address the new buying realities. Pivotal is leading the market with a new model for delivering CRM results.”
A Marketing Strategy for Long-term Growth
Pivotal’s new marketing campaign is part of the company’s new corporate strategy to focus on CRM for entrepreneurial enterprises. These enterprises typically have revenues exceeding $100 million annually; have an entrepreneurial approach to doing business; demand results, and make sensible buying decisions based on proof not brand alone. This segment of the market is under-serviced by other CRM vendors and is Pivotal’s strong suit.
About Pivotal Corporation
Pivotal Corporation offers clear, complete and sensible Customer Relationship Management (CRM) software that delivers results for a fraction of the cost of typical CRM software. Pivotal and its partners provide the software, services, and support required to produce significant improvements in marketing, sales, and service effectiveness for entrepreneurial enterprises. More than 1,300 companies globally use Pivotal including: Hewlett Packard, CIBC, HarperCollins Publishers, Hitachi Telecom Inc., Intrawest Corporation, Vivendi, Royal Bank of Canada, Southern Company, and Ziff Davis Media Inc.
Pivotal's advanced software technology includes powerful capabilities in: CRM, Internet commerce, interactive selling, partner management, corporate portals, and wireless technologies. For more information visit www.pivotal.com.
This release contains certain forward-looking statements that involve a number of known and unknown risks, uncertainties and other factors that may cause actual results of events to differ materially from those anticipated in our forward-looking statements. Forward-looking statements include statements regarding the three to six month implementation time of our software. Factors that could cause actual results to differ materially include: rapid technological and/or market changes in the industry; the ability to maintain and grow successful third party and customer relationships, to improve current products and develop new products, to adequately protect the company's proprietary rights, and other factors as described in the company's SEC filings. Although we believe that the expectations reflected in our forward-looking statements are reasonable, individual results may vary, and we cannot guarantee future results, levels of activity, performance or achievements or other future events.