In a Market with few play- ers, Rubric Inc. is looking to instantiate itself in the marketing applications arena with the launch of Enterprise Marketing Automation, software that promises to enhance and quantify the marketing department's contribution to the bottom line.

The need for such an application is made clear considering that companies like Fidelity Investments are handed valuable consumer information regularly though investment calculator tools posted on their Web sites, and they do nothing with it. At least that's what Rubric CEO Anu Shukla found when she called on Fidelity. "It was pretty embarrassing; I used their own example against them," she says.

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