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BtoB

Goat or Gloat

Published on .

Company: Siebel Systems, San Mateo, Calif. Agency: N/A Market: IT, sales management Quick chase: A bland image and a headline that essentially says nothing fail to launch this ad for Siebel CRM OnDemand. The chart comparing Siebel's performance with that of rival Salesforce.com is a fine idea, but it's too easy to bypass because of the lack of visual sizzle to the overall execution. The small patch of text beneath the image could be bumped a point size to enhance readability. Chasers' choice: Goat

Company: Sage Software, Newcastle Upon Tyne, England Agency: Colby & Partners, Santa Monica, Calif. Market: IT, sales management Quick chase: The image of the dollar bill being fed into a soft drink machine grabs readers from the start because it so effortlessly underscores Sage Software's central point—that it offers customers a broad range of options with its CRM products. The copy is superb because of the frequent use of such personal pronouns as "you" and "we." Chasers' choice: Gloat

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