TrustSphere: Building a Market for Relationship Analytics

By: Boris Groysberg and Katherine Connolly Baden

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Synopsis: Manish Goel was the CEO of TrustSphere, a seven-year-old company in the data analytics industry that focused squarely on relationship analytics, a space in which TrustSphere was pioneering a unique technology and solutions in the areas of sales, risk, and people analytics. Essentially, TrustSphere's technology allowed its customers to view the patterns of digital communication captured on the organization's communication infrastructure among internal and external players. With this information, TrustSphere could help customers infer where relationships existed and the strength of those relationships, information that could be leveraged to address a number of business challenges and opportunities. Based in Singapore, but operating globally, TrustSphere was trying to get its footing and establish its technology and solutions as a "must-have" for prospective customers, all the while trying to navigate the relatively unchartered waters of relationship analytics.