August 17, 2010 10:00 ET

Traiana Selects Birst to Increase Insight Into Sales and Professional Services Pipelines

Birst's Low-Cost, On-Demand BI Solution to Expand Upon Reporting and Analysis Available Through Salesforce CRM

SAN FRANCISCO, CA--(Marketwire - August 17, 2010) - Birst, a leading provider of on-demand solutions for business intelligence (BI) and analytics, today announced that Traiana, the market standard for post-trade processing of foreign exchange (FX), has chosen Birst to provide additional insight into the company's sales and professional services pipelines. Traiana will gain this additional insight by using Birst to expand upon the reporting and analysis available through Salesforce CRM.

"With Birst's on-demand solution, we'll be able to enhance the reporting capabilities available through Salesforce, without having to buy an expensive, on-premise application that requires additional infrastructure," said Jill Sigelbaum, Executive Vice President, Bank Sales and Alliances, Traiana.

With a continually expanding client base that includes most major banks, buy-side firms, and foreign exchange trading platforms, Traiana uses Salesforce CRM to track its sales pipeline, customer support, and professional services activities. Using Birst, Traiana will be able to quickly access reports that the company currently creates using cumbersome Excel spreadsheets. With the current spreadsheet method, verification of the calculations is time-consuming, as is the process of manually updating each spreadsheet when data changes. Birst will greatly accelerate this process by automatically generating and updating the analysis Traiana needs.

Birst also allows for greater insight into customer support and professional services activities, to understand the long-term profitability of individual sales deals. And, by tracking the status of each professional services project, Birst will help Traiana make more informed staffing decisions, and improve revenue recognition by determining if revenue is early, on-time, or delayed.

"The value of data is greatly diminished when a company can only analyze it by spending countless hours designing, updating, and verifying the accuracy of Excel spreadsheets," said Brad Peters, CEO of Birst. "That's why we created Birst for Salesforce. It's a fast, easy, and affordable way to tap the tremendous strategic value of data that's just sitting inside Salesforce CRM."

About Traiana
Traiana Inc. ( provides global banks, broker/dealers, buy-side firms and e-trading platforms with solutions to automate the post-trade processing of financial transactions. Traiana's post-trade solutions and the Harmony Network are used by over 500 of the world's leading financial market participants and have become the market standard for post-trade processing of foreign exchange transactions. Traiana, an ICAP company, is headquartered in New York City with offices in London, Chicago and Tel Aviv.

About Birst
Birst™ is the leading provider of on-demand business intelligence solutions. Birst brings the benefits of fact-based decision-making to a much broader audience by making it affordable, fast, and easy to use. Birst is designed to support users of all sizes -- from individuals to groups and entire companies, so that everyone can benefit from greater insight into their business.

More information is available at

Contact Information

  • For more information, contact:
    Barbara Lewis
    (415) 644-5400