San Antonio, Texas—Alamo Iron Works has formed two separate divisions, AlaMark Technologies and AlaMark Catalogs. Following the example of other distributors who have spun off new firms to market their software, like Cameron & Barkley Co.'s Cambar Software, Inc., Alamo created the new companies to sell its marketing and e-commerce software products and catalog service. Ken Elder has been named CEO of the new companies.

Elder, a former vice president of Austin, Texas-based Exterprise, which was sold to Commerce One® in May, is an experienced technology executive. Newly appointed director of sales Matt Tandy brings experience from his extensive background in the catalog industry.

AlaMark Technologies will offer several products including SupplyConnect Pro, which is an enhanced version of AIW's Advanced Database Publishing and Integrated Marketing System. The software allows manufacturers and distributors to utilize a suite of tools that enhance marketing through the complete sales cycle — from print catalogs to e-commerce. These products were designed for real world use in the distribution channel, said Elder.

"The software has become successful to the point that it deserves its own dedicated management and independent resources to capitalize on the available opportunities," he said.

AlaMark Catalogs will provide Catalog Connect, its custom catalog service. Using proprietary tools, the company creates custom print catalogs and offers a complete turnkey service for catalog production, said Elder. AlaMark's experienced project managers will supervise the entire project from acquiring content to layout, pagination, indexing and printing, he added.

A distributor can fully outsource their marketing materials or, with Catalog Connect, a distributor can allow AlaMark Catalogs to make an initial catalog and fill a content repository. With this resource, the distributor can then use the SupplyConnect Pro software to manage the content and produce future catalogs and marketing materials on their own.

"Our solution allows distributors to produce a catalog both online and in print and to tie those into their marketing efforts," Elder said.