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In Profile

Monday, October 18, 2004; Page E05

Name: Upper Quadrant

Location: Reston

Big idea: Provides a Web-hosted application that helps clients centralize marketing data to understand what sales approaches work and why.

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Founded: January 2002

Web site: www.upperquadrant.com

Who's in charge: Co-founders Chris Senio, Bill Vance and Scott Rakestraw.

Funding: Initially funded by the co-founders. They are not looking for venture funding. "We like working closely with customers and having control of our own destiny," Vance said.

Employees: 10

Partners: SPSS, a predictive analytics software company; Salesforce.com, a customer relationship management company; and Sitel Corp., a call center operator. Upper Quadrant is looking to establish partnerships with data aggregation technology companies and call centers.

Big-name clients: Upper Quadrant targets telecommunications companies, financial organizations, media entertainment companies and marketing agencies that do media buying. Clients include Nextel Communications, XO Communications, Lexis-Nexis, Kansas City Life Insurance Co. and Bell South.

Origin of company name: "The upper right quadrant is where everything is positive, where all growth occurs and everything good happens," Senio said. "It's the epitome of success."

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