Eighteen New Customers Choose TrueAdvantage’s SmartTrigger® Technology for Increased Sales Acceleration and Pipeline Development

SOUTHBOROUGH, Mass.--TrueAdvantage®, Inc., the industry’s leading sales acceleration service, today announced that the company continued its growth and momentum in the fourth quarter of 2006, adding 18 new customers to its already impressive client roster. With a 30 percent increase in bookings from 2005 to 2006, TrueAdvantage is rapidly increasing its footprint in the sales technology industry.

Over the course of 2006, TrueAdvantage acquired more than 80 new customers with the majority coming from the business services and high-tech markets. In the fourth quarter alone, TrueAdvantage added 18 customers with 50 percent representing the business services market and 25 percent in high-tech.

New fourth quarter customers include companies such as MasterCard Worldwide, Cort Furniture, Alpine Consulting, IONA® Technologies, Balanced Scorecard Collaborative and many others. These companies chose TrueAdvantage’s subscription-based service to provide more relevant and actionable sales opportunities for their sales representatives and to make their sales teams more efficient and successful revenue generators. In addition, numerous existing TrueAdvantage customers that have already realized the benefits of TrueAdvantage’s service extended their subscriptions in the fourth quarter.

Addressing the expressed priorities of companies to increase their pipeline of net new prospects, TrueAdvantage is well-positioned to help companies with their pipeline generation technology and services. According to BtoB’s “2007 Marketing Priorities and Plans” survey, “acquiring new customers is the No. 1 marketing goal for 2007, cited by 62.3% of respondents.”¹

IONA Technologies, a provider of industry-leading distributed SOA infrastructure solutions, has subscribed to TrueAdvantage to more effectively drive sales opportunities for its named accounts and in key territories. “With TrueAdvantage, our sales representatives are able to spend less time doing research and more time responding to the customers that are most primed to buy,” said Kathy Ruggiero, Vice President, Corporate Marketing, IONA Technologies. “TrueAdvantage delivers sales opportunities that are based on our specific needs, accounts and territories so that we can act on relevant sales opportunities in real time. In a competitive business such as ours, that is a significant advantage.”

“The sales industry is notoriously fast-paced and competitive. For any sales team to be successful, it is crucial to have the right tools available to optimize the prospecting process and build the sales pipeline with real, actionable sales opportunities,” said Joe Chappell, CEO, TrueAdvantage. “As the acquisition of new customers becomes a greater priority for both sales and marketing executives, TrueAdvantage’s first mover advantage will empower sales teams to achieve and exceed their goals.”

¹ Source: BtoB “Outlook 2007,” December 11, 2006

About TrueAdvantage

TrueAdvantage provides the industry’s leading sales acceleration service for business-to-business companies that need to expand their sales pipeline and drive net new revenue. Powered by its proven patent-pending SmartTrigger^TM technology, TrueAdvantage mines, aggregates and delivers data from the Internet and more than 20,000 information sources to deliver real-time, personalized, and actionable sales opportunities that directly impact the productivity of the sales representative. Armed with timely and highly qualified leads sent directly to their emails or CRM systems, sales professionals spend significantly less time on research and more time selling to prospects that are most likely to buy.

Headquartered in Southborough, Massachusetts, TrueAdvantage helps more than 200 sales-driven companies including ADT, Herman Miller, Tech Data, Unisys and YahooHotJobs accelerate their sales results, drive the new business pipeline and increase the top line. For more information, please visit www.trueadvantage.com.