LONDON--(BUSINESS WIRE)--Oct. 14, 1999--

At the Prime Response International User Conference. ActionSystems and Prime Response have announced the integration of their market leading products enabling organizations to devise targeted multi-channel marketing campaigns. By integrating ActionSystems' change process EnAct(TM) with Prime Vantage(TM), organizations can optimize their relationship marketing strategy by ensuring front-line staff at a branch office effectively delivers on opportunities identified through Prime Response's marketing automation solution.

ActionSystems, a leader in customer relationship management (CRM) in financial services, helps organizations optimize their customer relationships by transforming the way they interact at the point of customer contact at a branch by typically delivering 5-15 percent profit uplift. The integration of the Prime Vantage and EnAct solutions connects enterprise marketing automation and local market planning and execution to deliver timely offers in the most effective manner at the front line.

"Prime Vantage is the most widely installed marketing automation software in the world that is based on open systems and client/server technology," said David Cotterell, managing director of ActionSystems' EMEA office in London. "While Prime Vantage brings marketing automation to the enterprise, EnAct creates a process for delivering marketing messages through the branch-based sales channels in the most effective way. As an integrated solution, Prime Vantage and EnAct provide organizations the leverage of coordinating electronic and branch-based channels around customer and market opportunity."

Jim Plantan, VP, Business Development at Prime Response commented: "Prime Response is delighted to be working with ActionSystems. The future of marketing automation lies in an organization's ability to develop strategic multi-channel marketing campaigns." He continued, "With increasingly varied points of purchase open to customers, vendors cannot become complacent. By integrating the sales and marketing processes, using channel specific solutions such as EnAct, companies will be able to plan and carry out targeted campaigns through all channels."

Through the combination of methodology, software and learning, EnAct helps point-of-customer contact staff understand the reasons behind customer buying motives and customer targeting. It also helps local staff create target lists and apply appropriate actions against these targets. The integration of Prime Vantage marketing automation capabilities with EnAct sales and market management tools enables point-of-customer-contact employees to better understand and execute profitable customer-centric strategies and deliver the right value propositions.

Together, the two products combine to offer a unique solution that enables an organization to:

- Effectively plan, execute and measure centrally driven campaigns through multiple channels (branch, call center, etc.)

- Inform branch management on the delivery of offers to their customers via other sales channels

- Provide a means to apply local or channel market intelligence and knowledge to the execution of central marketing strategy

About ActionSystems:

Dallas-based ActionSystems has been providing solutions and thought leadership in the sales and marketing fields since 1979. Clients credit its EnAct solution with consistent increases in profitability of 5-15%. ActionSystems also has offices in London, Boston, Chicago, Denver, Houston, Johannesburg, Los Angeles, New York and Toronto. Its worldwide client base includes Canadian Imperial Bank of Commerce, Chase Manhattan, Equitable Insurance, Abbey National, Fleet Financial, Bank of Oklahoma, NatWest UK, Bancomer, Interbank (Peru), Standard Bank of South Africa and Thomas Cook Financial Services. For more information, visit the ActionSystems' Web site at www.actsys.com.

About Prime Response

Prime Response is consistently recognized as the leading Marketing Automation visionary in the fast-growing Customer Relationship Management (CRM) industry, a distinction that has led to impressive marketshare gains worldwide. The Company's Prime@Vantage.com(TM) software is the first Web-based, multi-channel marketing automation solution to integrate Internet channels, such as e-mail and Web, with traditional marketing channels, such as direct mail, call centers, direct sales systems, and mass market advertising. Prime@Vantage.com is an enterprise-class "front office" software suite for use by blue-chip organizations to create relevant, highly targeted, measurable marketing campaigns that incrementally build more loyal and profitable customer relationships. Prime Response is located in Boston (corporate headquarters), London (international headquarters), Antwerp, Atlanta, Chicago, Denver, Dublin, Frankfurt, Melbourne, Minneapolis, Munich, Paris, and San Francisco.

NOTE TO EDITORS: Prime Response and Prime@Vantage.com are trademarks and/or registered trademarks of Prime Response Group Inc. All other trademarks and registered trademarks are the properties of their respective owners.

(c) 1999 Prime Response Group Inc, except as otherwise acknowledged