GoldMine Software Corp. has been able to count on pretty good name recognition for its flagship GoldMine sales-management product--so good, in fact, that the company is changing its name to FrontRange Solutions Inc. so prospects know it's trying to do more than just sales management.
Along with the name change, FrontRange unveiled the acquisition of Maestro Commerce Inc., an E-commerce and personalization vendor. The privately held Maestro, based in Chicago, offers midsize companies functions such as electronic storefronts, online catalogs, inventory management, and product merchandising, all on a hosted basis.
The acquisition of Maestro is intended to give FrontRange users a way to manage both traditional sales and online sales within a single platform. For potential customers of the product, such as Learning.Net in Burbank, Calif., the combination of Maestro and GoldMine means it would be able to trace online customer activities and combine those records with its sales-interaction information. "It could provide a full customer transaction record of everything that goes on," says Dan Hoffman, manager of quality services at the online learning company. While Learning.Net has already started to link its online and traditional interactions, the Maestro acquisition could spare it "clunky" links between systems.
Company officials say the GoldMine name, which has been around for more than a decade as the name of one of the first contact-management applications, has somewhat obscured the company's recent moves into the broader customer-relationship management market. Last year, GoldMine merged with help-desk and customer-support vendor Bendata Inc., which gives the company a product, called Heat, to take into the customer-service market. FrontRange says each of the three products--GoldMine, Heat, and Maestro--will retain their names and will be marketed separately.