Highland Team Clients Achieve Success in 2004


NetSuite, an ERP/CRM/e-business ASP spin-off of Oracle Small Business software, needed to assess the opportunity to lead with its ebusiness module and whether to utilize channels to go-to-market. Highland Team led research into the market needs of e-business vendors, assessed the competitive environment, and identified the web-savvy channels to work with to build the e-business market segment. Most importantly, Highland Team recommended that NetSuite come to market with an integrated e-commerce web store/accounting/ CRM product, rather than a separate web store product as the company was considering, as we identified the major benefit for customers as the ability to integrate the web store software component with accounting and CRM components, rather than have to use three systems and reenter data. NetSuite introduced the integrated product, NetCommerce, in Summer, 2004. netsuite.com

Telling Stories

Telling Stories provides software targeted to consumers to easily lead them through a process of telling a story about someone or something. Combining a historical timeline with the ability to simply integrate text, photos, artwork and movies, it lets the user create a gift or memory for big and small occasions. Highland Team evaluated various target markets and built a comprehensive marketing plan focused on PR, online marketing and guerilla marketing ideas. Telling Stories launched in May with rave reviews in USA Today and the Wall Street Journal. They received a 4 out of 5 rating in PC Magazine and Telling Stories "Deluxe Personal Story Teller" is distribute nation-wide in CompUSA stores.


Ambeo, a provider of software used to increase data performance by identifying what data is being used, by whom and when, has been a long-term client of Highland Team. We started with developing a channel strategy, creating new positioning and messaging and have been their virtual marketing team for the past year, creating a new website, advertising and collateral. We've also developed and managed demand creation and PR campaigns, using article and white paper placement as a key, economical way to increase awareness and demand. With HIPAA, other regulations and security of data making headlines this year, Ambeo realized their solution provided a data auditing solution which matched this new market perfectly. Highland Team has played a key role with successfully re-positioning the company, creating press around the new application and developing and placing articles and white papers in over 20 websites and publications as diverse as database publications such as DM Review and Datawarehouse.com, CRM sites such as CRM Community and CRM Magazine and security sites and publications such as SecurityDocs and IT Compliance Institute.

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