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BtoB

Unica, Informix in CRM alliance

Published on .

Lincoln, Mass.--Unica Corp. has entered a strategic alliance with Menlo Park, Calif.-based Informix Software to develop and market CRM software. Unica's Affinium CRM suite will be combined with Informix's database management systems to make a full-scale analytical CRM program. The deal comes several months after Unica formed a partnering program to establish CRM-oriented alliances with other direct marketing companies. Increasingly, direct marketers are entering CRM-focused alliances, rather than building complete CRM software packages in-house.
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