Callidus
Callidus initially hired Atomic 4 ½ years ago to build awareness of the business-level benefits of Enterprise Incentive Management (EIM), increase coverage volume and build stronger ongoing media programs.
Since then, Atomic has helped Callidus to dominate the dialog in that category, then create and commandeer most of the dialog in the larger category of Sales Performance Management (SPM) and successfully enter the SaaS marketplace. Callidus executives are now regularly interviewed and cited as expert sources across the trades (banking, insurance, telco, technology) and mainstream media on corporate compensation topics.
Our research helped Atomic gain insights that led to the creation of a "bridging the gap" positioning across the larger CRM (customer relationship management) and ERP (enterprise resource planning) by creating a new one: Sales Performance Management (SPM), into which analysts and competitors soon followed. SPM is now an established category with clear benefits for business performance.
- Achieved a 600% increase in media coverage from 2005 to 2006 and sustained coverage momentum with ongoing 15%+ quarterly.
- At end of most recently completed quarter:
- Callidus commanded 50% of all coverage in its market in terms of article count, with its nearest competitor at 27%. Mentions in blog posts also stands at double that of the nearest competitor
- 80% of Callidus coverage was feature or mid-length vs. 35% for its closest coverage volume competitor
- Callidus commanded 50% of all coverage in its market in terms of article count, with its nearest competitor at 27%. Mentions in blog posts also stands at double that of the nearest competitor
- Perception of Callidus has evolved from a traditional enterprise software company to an innovative player in SaaS
- Callidus executives are now positioned at the forefront of corporate compensation issues, ranging from the bank bailout to the financial crisis, through interviews with ABC and CNN Radio, BusinessWeek, FORTUNE, Wall Street Journal and many other influential business publications
- Established Callidus as thought leader through tip articles and industry opinion pitches and buyer urgency through customer stories and contributed content in trade verticals
- Placed Michael Lewis, author of Moneyball, at the company's yearly user conference, where he spoke on the importance of incentives over star power in building teams