Uncharted waters Featured

8:00pm EDT June 25, 2008

When Amal Johnson took over MarketTools Inc. as its CEO in 2005, the company was seriously injured, and her first job was to make the pain subside.

The company was founded in 1997 and offered a Web-based customer satisfaction application before software-as-a-service (SaaS) applications were broadly used. The business boomed, but after the dot-com bust, obstacles came up. During the next few years, the company’s leadership kept MarketTools alive but didn’t invest in maintaining its leadership.

When Johnson arrived, she first assessed the situation facing her by analyzing the market, customer demand, internal talent, assets and resources. She joined two disparate units together while maintaining growth, building her leadership team and keeping people active and involved. She leveraged and built upon MarketTools’ underlying SaaS technology.

Johnson wants to help business decision-makers unleash the power of market research and not have to depend on the companies they hire to help them. She’s crafted a three-part business model made up of market research services and solutions, online surveys, and panels and communities. This sets MarketTools apart from other players and creates a competitive advantage.

When Johnson came to MarketTools, she saw nothing but opportunity despite the fact that she lacked experience or expertise. She has shaped the online market research industry by marrying sound business practices with optimism and risk-taking. As she looks toward the future, Johnson will continue to move the company through her leadership and innovation.

HOW TO REACH: MarketTools Inc., (415) 957-2200 or www.markettools.com