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Firepond

Firepond is a provider of guided selling and online customer assistance solutions in the customer relationship management space. With a Fortune 500 customer base but little-to-no recognition, Firepond was preparing for its initial public offering and needed to raise visibility with credible messages to the business, technology and investment communities. Although the product was initially talked about in technical terms of complex configuration needs, the PR team worked with the executive team to become ‘storytellers’ of the benefits of the technology. As the CEO simply stated in an Investor’s Business Daily feature, "It means emulating the behavior of very good salespeople. In other words, that guy who’s up on stage at the president’s sales meeting, with the highest revenue achievement, it’s his behavior you want to clone."