CASE STUDY The Story TRC Consultants develops software for the oil and gas industry, and has been doing so since the mid-1980s. Its customers, primarily small to midsize oil exploration and production companies, use the company’s software to manage cash flow of drilling reserves. The company, based in Austin, Texas, has a one-person marketing department led by Katherine Tronolone. In the past, she had been limited in the breadth of marketing activities she could launch, given the company’s three different marketing tools that weren’t integrated with each other nor with the CRM system, Act! Further, Tronolone had to manually enter leads from trade shows and other sources into the CRM. Website leads were imported into Act! using Swiftpage, yet the company still couldn’t do much in

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