Interestingly, the phenomena of an outsider highlighting how their service is happening again. A leader in the online ad industry that deals with ad networks believe this technology can be used to address the situation of double/triple paying ad networks for conversions. As the old saying goes, “you have 2 ears and 1 mouth and use them in that proportion” applies where by being open to outsiders’ (customers, partners, etc.) ideas can be a great source of new market development.

Background: Entomo has customers who have done the proverbial ‘make lemonade out of lemons’ with Sarbanes-Oxley. Rather than just look at SOX as an additional cost burden, they’ve used it as a catalyst to gain strategic advantage. Entomo has a service geared towards companies that distribute through channels which makes the revenue recognition process particularly challenging (most companies are doing it with a tangle of manual processes and spreadsheets). Their customers have to deal with this regardless of SOX in order to understand what’s going on in channels, how to properly pay commissions/spiffs, dealing with multi-term payments, etc. By automating this process, they not only can cut back on FTEs but have found they are often overpaying sales people and partners (they err on the side of keeping the revenue generators happy). In the process, they get a key portion of SOX-compliance for “free” while addressing the aforementioned issues.