CXO

CXO Systems is the leading software provider of specific business visibility solution dashboards. By addressing specific vertical industries and cross-process business applications that are unique to senior managers, CXO Systems helps a large and growing client base make immediate decisions that impact bottom line business results.

The Challenge

In August 2004, CXO Systems, providers of executive visibility dashboard application solutions, secured $7 million in Series B financing from investors and new strategic partner Cisco Systems.

PAN was tasked with making a big splash with this breaking news, which had terrific international potential due to the fact that CXO has a development office in India. According to Ironside Ventures, a participating venture capital firm, this investment was an endorsement of CXO’s “management team, incredible market opportunity, and significant and compelling customer adoption.”

The Approach

PAN hit the ground running with an aggressive, tiered strategy designed to target key trade and broader technology publications. The team pre-briefed trusted media and contacts three days in advance of the news crossing the wire, a tactic that built buzz while also further strengthening relationships with media that cover CXO’s industry.

PAN and CXO worked together to identify key targets for stand-alone coverage that would best serve CXO’s needs. Drawing on PAN’s expertise in this area, they targeted Venturewire and Mass High Tech. In addition, PAN’s deep, focused approach targeted:

• IT trade publications


• business press


• online media


• local dailies


• Indian publications (CXO has an Indian development office)

To further validate the funding, PAN knew that third-party endorsements were crucial and would build CXO’s credibility. PAN secured references from participating venture firms Kodiak Venture Partners and Ironside Ventures, who assured media that this was more than just a random, one-time-only event.

The Results

PAN secured excellent coverage for CXO in the targeted publications they targeted—as well as in additional outlets. CXO received stand-alone coverage and/or interviews in:

• Mass High Tech


• INUSBusiness Journal


• Venturewire


• Boston Business Journal


• CRN


• Dow Jones News Service


• WBIX Business Radio

Beyond that, PAN also garnered more than 20 other hits on the breaking news.