Clarifying Cerida, IBM Partner Program Relationship

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Regarding DM News' coverage of Cerida Corp. and its relationship with Object Associates, through which Cerida will be reselling ProspectBuilder Premier lead-generation services ("Cerida Teleservices Tapped for IBM Partner Program," May 7), we'd like to clarify this relationship.

The online story that was posted May 3 and the one that ran in print indicated that our program is directly affiliated with IBM. It is not.

Our relationship is with Object Associates, the company that developed ProspectBuilder. One of Object Associates' customers is IBM. Object Associates provides discounted lead-generation services to IBM PartnerWorld for Developers members. PartnerWorld for Developers is an IBM worldwide marketing and enablement program that supports commercial developers who build solutions using IBM technologies.

We'd also like to explain where Cerida obtains its lists for lead generation. The story asserts that the lists are provided by IBM, in addition to a few other sources. This statement is misleading. Object Associates uses its worldwide resources and contacts to provide lists to their customers.

Finally, we'd like to clarify the reason that Object Associates chose Cerida as a partner. Object Associates selected Cerida because it can scale to the expected usage level and has a proven record for generating high-quality leads for clients. Additionally, the streamlined effort, with Cerida as the exclusive North American provider of these services, will provide increased efficiencies and results.

Bob Baker, Vice president of alliances, Cerida Corp. , Andover, MA

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