Background & philosophy

RisingLine was founded by Doug Case and Erik Jon Warila—two sales and marketing veterans who recognize that these early years of the 21st century are historic. Why?  Because for the first time technology has aligned in a "perfect storm" with the marketing concept—the belief that customer need should drive business decisions.

Web 2.0 is a general classification for this new technology that allows real-time communication with customers and creates an almost utopian scenario—as customers' needs are better met a business is more profitable, and society benefits from the increased efficiency.

Implementing Web 2.0 tools within a true customer-need driven business model provides the missing link to a true free market economy. Through real-time communication and interaction the customer becomes not just a consumer, but also the de facto manager and sales force. It's a radical new order where a business' best customers can become its best leaders and salespeople.

Developing a marketing strategy based on customer evangelism insures that a business is truly focused on meeting the needs of their customers and maintaining interactive communication with them—the most vital elements of success.

The vehicle RisingLine uses to launch customer evangelism is Web 2.0—modern Internet technology like blogs, RSS, Podcasts, and content management systems. Web 2.0 technology enables Websites to become environments of real time communication, collaboration, and community.

Together customer evangelism marketing and Web 2.0 technology create a "perfect storm"—allowing businesses and customers to form a new alliance that insures success and maintains high quality and satisfaction.