Atlantic Crossing, Inc.

Engineering the landing at Navision


- how the no. 2 vendor in tiny Denmark became the top vendor in the world before being acquired by Microsoft for 1.3 billion dollars!


Atlantic Crossing in 1992 brought Navision a deal for the US marketing rights to its namesake ERP product, securing the vendor a $4-million guarantee from small-business market leader Peachtree Software. In the process, Navision and Atlantic Crossing learned that exporting software created new demands on a small organization that at the time only had annual revenues of around 3 million dollars. Navision's product management, marketing and sales processes were due for an extensive overhaul.

So in February 1993 Erik Seifert of Atlantic Crossing was brought in as exucutive-in-residence with the objective of overhauling all functions and processes that dealt with the world outside the company itself.

Establishing a focus on product management and product marketing to enable sales generated enormous results over the next two years. The number of countries serviced jumped to 16, exports doubled each year from $1 million to $2 million to $4 million, and profits went from $.5 million to $1 million to $2 million.

But most importantly, Navision meanwhile developed the ERP product that it rode to global prominence from 1995-2002: Navision Financials (now known as Microsoft Dynamics/NAV). Product management, product identity and product marketing were all done either personally by or under the immediate supervision of Erik Seifert of Atlantic Crossing.

Erik Seifert finished his assignment as excutive-in-residence at Navision as Chairman and CEO at the end of June 1995.

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Erik Seifert to speak at Software-as-a-Service meeting

Softletter's Marketing and Selling SaaS Seminar takes place in Atlanta, Georgia on January 30-31, 2010.

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