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Responsys yesterday announced it has developed an on-demand collaborative software product that, according to the e-mail marketing technology provider, allows marketers to manage projects with people in multiple locations more efficiently.

Dubbed Responsys Interact Team, the product opens a new line of business for the company.

According to Scott Olrich, chief marketing officer for Responsys, Interact Team is the first on-demand—where users log into a Web site to use the service—collaborative tool aimed specifically at marketers. It allows marketers to organize projects into tasks, assign the tasks, and make sure they get done by the correct person. It also allows marketers to upload content so they can provide the various participants in the project the materials they need.

“Most marketers spend 80% of their time in the assembly and execution of campaigns and that leaves 20% of their time to do analysis and strategic thinking,” said Olrich.

Interact Team is designed to significantly reduce the time marketers spend on execution so they can spend more time on strategy and analysis, he said.

“You can use it for any process within the marketing organization,” Olrich said. “You can also use it to collaborate with third parties, such as providing an ad agency with creative. Buy them a password and you’re up and running.”

The new service is the first in a series of steps Responsys plans to take to evolve into more than an e-mail marketing company, he added.

“We’re focused on moving from an e-mail marketing company to a company that supports the entire marketing lifecycle,” he said. “You’re going to see a lot of new products announced in the several months.”

Interact Team starts at about $60,000 a year, depending on the number of people logging into the service, said Olrich.