Motiva CEO leads rebranding

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As President-CEO of Motiva Inc., Jeff Carr led the team that decided to do away with the 5-year-old name Again Technologies Inc. in December.

The rebranding coincided with the rollout of an open systems approach to the companys e-commerce software, which is used to manage relationships among finance and sales. The new $250,000 Motiva8 software includes a rewrite of Agains client-server technologies to a more open Java approach, Carr said.

It made sense to launch an entirely new brand name at the same time that the company was making such a fundamental technical shift, he said.

"Traditionally, there has almost been civil war between finance and sales,’’ Carr said. "Our product allows us to not only track sales and payments within an organization, but to manage behavior and push for specific sales of specific products at specific times of the year. This is a product that not only cuts costs, but also drives performance and motivates people.’’

To spur its rebranding, Motiva also unveiled its corporate site.

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