A new-look management team for Multiactive Software is determined to return the vendor's focus to its retail roots, simplifying the ways its contact management product, Maximizer, is brought to market.
Having paddled in the direct sales pond, the company will once again sell Maximizer solely through the channel.
After picking up contact management vendor Tracker in 1997, Multiactive's management team concentrated on the company's enterprise offering, Entice, at the expense of its retail SOHO and SME product Maximizer, said James Tan, Multiactive's newly appointed channel manager.
Tan claims the company restructured its management team at the beginning of the year and is now in the process of doing the same with its channel strategy.
"[Multiactive] used to be sold directly as well as by the channel," Tan said. "Naturally this creates channel conflict, which isn't good".
From now on Multiactive's Maximizer product, including the recently released version 6.0, will be sold exclusively through a two-tiered channel model, Tan said. At the SOHO and personal user end of the market, Multiactive has signed up distributor Tech Pacific to leverage its relationships with major retail chains including Harvey Norman, Officeworks and Myer-Grace Bros.
Targeting the likes of Goldmine in the mid-market space and Interact (ACT!) at the low-end, Multiactive has invested heavily in its channel approach and plans to provide additional training and certification programs, reseller help-desk support and regionalised marketing, Tan said.
"We want to concentrate on that guerilla-marketing approach and target it towards localised marketing and advertising rather than a blanket approach," Tan said.
The company will be undertaking a retail roadshow with Tech Pacific late this month.