Clients' Success Stories

Software AG, Inc.:
124 Percent Sales Growth Tied to Product Valuation

Through an aggressive public relations campaign, Strategic’s successful introduction of Software AG’s Tamino database was closely tied to a following year sales increase of 124 percent.

Software AG, Inc. was tasked to drive US sales of its German parent company’s database product, "Tamino." Built on the XML computer language, Tamino’s limited North American awareness created serious competition from relational database vendors such as Oracle and IBM.

Strategic’s counsel:

• Position Tamino as the first native XML database, offering speed and technology advantages over its relational database competitors.
• Create executive visibility for Software AG’s experts in XML.
• Identify the company as the "XML prophet," with a clear vision of the future of XML in the enterprise.

To enhance product valuation, the public relations campaign focused on identifying case study and trend commentary in IT and business media, XML developer publications, and reseller publications. In addition, local Washington Metro area media coverage made achieving recruitment goals easier for the North American headquarters office.

By the conclusion of the product introduction, Software AG, Inc. was recognized for contributing 35 percent of its parent company's worldwide revenues. The following year, sales grew by 124 percent.

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