Pegasystems, which provides CRM, sales and marketing applications, is taking on direct competitor Salesforce.com with a brand awareness campaign launching today called "Pega Can -- Can Salesforce?"
The campaign includes print and online ads and was created by T3, Austin, Texas. Pegasystems declined to discuss budget specifics but said the campaign is "in the multi-millions of dollars."
"Pegasystems is a traditional b-to-b company with a direct sales force, and has done most of its marketing and selling through that channel," said Robert Tas, who was named Pegasystems' first CMO last year. Today, in fact, is his one-year anniversary at Pegasystems.
"Now, we are at an inflection point, with nearly $600 million in revenue," Mr. Tas said. "We want to build awareness, and we decided it's time to tell our story more broadly."
Salesforce is a much larger competitor, with revenue of $4.1 billion last year, up 33% over 2013. Pegasystems wants to highlight the market segmentation in the CRM space, as well as the contrasting approaches to providing CRM solutions to companies of different sizes.
"There are applications, including Salesforce.com, that we believe are well-suited for the lower end of the market," Mr. Tas said. "For more strategic applications, where flexibility and scale are critical, there's Pega."
The ads, running in business publications including Bloomberg Businessweek, Forbes, Fortune and The Wall Street Journal, make provocative statements, such as "Make every customer your happiest customer. Can Salesforce?" Pegasystems is also partnering with publishers including Bloomberg, Forbes and Fortune on content integration programs, Mr. Tas said.
"Salesforce.com has built an amazing business, but it is significantly different to provide CRM solutions for small and medium businesses and for global enterprises," Mr. Tas said. "We've been working exclusively with the enterprise space, and we think we have a more robust offering to serve large global enterprises. This campaign creates the opportunity to have conversations around the very meaningful discussions enterprises are having today around the evolution of CRM and digital transformation."
The campaign drives users to a landing page, where they can download white papers, watch videos of customer case studies and request a demo.