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Unica Introduces Alliance Program

Unica Corp., Lincoln, MA, an analytical customer relationship management and marketing automation solutions vendor, this week announced a partnership program designed to help Unica to partner with other companies in the CRM space. The program will ultimately deliver broad CRM solutions featuring best-of-breed products for joint customers.

The Unica Alliance Program — which is designed for systems integrators and providers of marketing services, complementary software solutions and enabling technologies — will promote a new level of flexibility and openness among vendors.

Kevin Keane, vice president of business development at Unica, said the program provides the framework and guidelines for building these relationships and for bringing together the resources, expertise and tools for creating comprehensive CRM operations.

With its multilevel structure, the Unica Alliance Program meets the needs of various sizes and types of companies that may be interested in partnering with Unica. Classifications include: Joint Marketing Partner; Premier Solution Provider; Certified Implementor and Authorized Reseller. Categories include: Systems Integrator; Marketing Services Provider; Complementary Solutions Provider and Enabling Technology Provider.

Unica said it will support its partners through proactive planning sessions, creative joint marketing strategies, structured sales enablement programs, knowledge transfer activities and field sales support programs — all aimed at helping them achieve targeted business goals.

Analysts said the program takes an important step.

“Companies seeking to implement large CRM systems recognize the benefits of a best-of-class approach, versus a total solution,” said Sam Clark, a senior research analyst at Meta Group, Stamford, CT. “They're looking for vendors, leaders in their respective fields, who complement each other's strengths and who will work together to meet their objectives. The Unica Alliance Program formalizes this approach and helps ensure the success of every project and customer.”

Unica introduced the program at the Personalization Summit 2000 in San Francisco.

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