OptifiNow started out delivering personalized sales communication via digital print, but as the options for marketers to communicate with customers expanded, so did OptifiNow's Sales Enablement & Automation solution. With more educated buyers, the role of the sales force has changed, and OptifiNow was created out of the needs of their clients to address this rapid change. The software is designed to be robust yet user-friendly, creating software that people want to use. Management controls the sales process and gets insights to drive continuous improvement.