UK businesses are losing millions of pounds because they have no way of tracking their marketing spend and sales leads, claims Steve Vaughan, managing director of West Midlands firm Marketing Information Systems.
Mr Vaughan, who is based at Coventry University Technology Park, said: "Prior to starting up my own company, I managed a number of European marketing operations for North American blue chips firms.
"In each case, I found the customer relationship management software package used meant that we couldn't easily track sales leads and marketing spend.
"This was because different departments and countries weren't able to use the same system. Sales leads weren't being followed up and it was impossible to get a true measurement of marketing return on investment.
"They were effectively playing a guessing game which had a negative impact on profits and staff morale."
Frustrated at seeing so many companies battling with IT systems to support their sales and marketing activities, he developed new web-based software, called MKIS LOGIC.
"It's all about doing the basics, and getting them right," he added.
"We've developed a practical business tool, designed around different people's roles, and it can be used anywhere over the internet.
"The bottom line is that marketing and sales operations are joined together, even if they don't realise it, and, above all, it shows that all-important return on investment. It's ideal for large, global companies with multiple offices and business partners, but also works well for SMEs."
Mr Vaughan, a former English Schools decathlon champion who joined the police force at 19, decided on a career change and graduated with a leisure management degree from Coventry University in 1992.
He taught psychology at Warwickshire College while completing his degree before embarking on a life in marketing management.
To help his company launch MKIS LOGIC, he returned to Coventry University to sign up to its Enterprise Fellowship Scheme (EFS) - a one-year venture aimed at turning a design or technology-based idea into a viable business.
He has benefited from rent-free office space at the technology park and support from business mentors.
"The EFS, and university, have played a crucial role in getting our company to the stage where our operations have quadrupled in the last 18 months," he said.
"Being based at the technology park gives us a fantastic central location and easy access to Coventry and Birmingham airports, which we use to see clients in Europe and North America."