The Client is a well-known software company in Australia which develops and distributes practice management and tracking software for large companies. Its clients include Ingram Micro, The University of Sydney, Accenture, CitiStreet, and Acumen Alliance.
The Client has excellent brand recognition in Australia, and its products have strong market potential. However, it had difficulty penetrating foreign markets which are often dominated by global competitors. The Client has not significantly invested in any marketing tactic aside from the irregular cold calling efforts by its inside sales staff, and its primary source of new clients was word of mouth.