Proformative Reports Record-Breaking Customer Growth, Membership and Site Traffic Metrics

Surging 2013 Momentum Highlighted by Accelerated Q1 Bookings

SAN JOSE, Calif.--(BUSINESS WIRE)--Proformative, the premier knowledge-sharing community for chief financial officers and corporate finance leaders, today announced record-breaking growth in key metrics—including customer bookings, membership and site traffic—to solidify its leadership position as the largest and only online global peer community for senior finance, accounting and treasury professionals. Riding a wave of strong momentum from the previous year, the company expects the upward trend to continue throughout 2013, reporting that Q1 bookings are projected to increase by more than 100% year-over-year.

“I use Proformative on a regular basis, as a kind of virtual mentor I can turn to for advice and answers”

Proformative’s growing reputation as a “noise-free,” peer-based source of unbiased information is reflected in its surge of site traffic: year-over-year visits to the Proformative website have more than tripled, with organic search traffic more than quadrupling over the same period. This trend shows no sign of abating in 2013, as site traffic continues on a steadily rising trajectory.

“I use Proformative on a regular basis, as a kind of virtual mentor I can turn to for advice and answers,” said Brenda Morris, CFO of 5.11, Inc. “To have such a valuable resource at my fingertips, giving me access to the information I need, without all of the marketing hype, and from others facing the same exact challenges I am — there’s just nothing else like it out there anywhere.”

Similarly, the company reports that membership numbers have also seen dramatic growth, with new membership up almost 70% during the same year-over-year period. Proformative is the fastest growing online community of corporate finance, accounting, and treasury professionals in the world, with more than 50% of members holding senior executive titles.

“As a CFO of a company that sells software to other CFOs, I tend to care even more about ways to make finance more effective,” said Kelly Battles, chief financial officer for Host Analytics, a leading provider of cloud-based financial applications. “For many CFOs and financial executives, there simply aren’t a lot of reliable sources of domain-specific information, either on- or off-line. What Proformative uniquely offers is a trusted and safe environment for connecting with like-minded professionals, sharing knowledge, and furthering your professional development.”

Paralleling the growth in membership and site traffic, momentum in client growth has also accelerated in 2013. Proformative continues to attract best-in-class companies eager to sign on to capitalize on the unmatched opportunity to reach a highly engaged, yet traditionally underserved, target audience as part of their marketing efforts to drive brand awareness and establish thought leadership. Proformative reports that year-over-year bookings in 2012 have more than doubled. With the addition of several new recent clients—which include Oracle, Workday, Compuware, and FinancialForce—the company is expected to have another record-setting year in sales in 2013, following a recent appointment of a new Vice President of Sales and Marketing, Tina Babbi, who is leading the drive to grow and diversify Proformative’s customer base.

“Proformative offers an extremely compelling value proposition,” commented Paul Barber, CEO of Prophix, a leading developer of performance management solutions designed to automate financial and operational processes. “The company has cultivated a very active community based on open exchange and peer-to-peer information-sharing. Trust and community engagement are highly valued commodities in an increasingly noisy marketing environment and we’re thrilled to be able to successfully reach such an influential demographic as part of our marketing and branding efforts.”

Following the success of its first ever event, CFO Dimensions, Proformative recently announced its inaugural ProformaTECH 2013—the technology conference for finance, accounting and treasury professionals—which will be held on March 20 in the San Francisco Bay Area. Registrations for the event have already doubled those of the previous conference, with final attendee numbers on track to triple. ProformaTECH 2013 sponsors include NetSuite, Host Analytics, Intacct, Prophix, Expensify, and Kyriba, among others.

“Our record-breaking and accelerating growth can be attributed to a number of key factors,” said Proformative CEO John Kogan. “First, we’re fulfilling a strong market need for high quality, peer-based, and unbiased information for an underserved audience in a way that is unmatched in the marketplace. Second, our community is extremely engaged, with content contribution and participation levels far exceeding benchmarks set by the vast majority of online communities,” adding that a full 85% of questions posed within the Proformative Community have answers. “Taken together, this translates into tremendous value for our clients, which is highlighted by the tens of thousands of prospect interactions with client-sponsored events and assets.”

About Proformative

Proformative (www.proformative.com) is the largest and fastest-growing online community and resource for senior level corporate finance, accounting, treasury and related leaders. Proformative connects the world’s corporate finance leaders to provide instant advice and insights on the tough financial and strategic challenges they face everyday. The first online professional network specifically designed to help corporate finance professionals be successful in their jobs and careers, Proformative has more than 35,000 members and 600,000 corporate finance and business professionals in its fast growing network. The company is headquartered in Silicon Valley, CA.