James Carling FIDM

Currently CEO of Virtualyty, a platform that enables you to deploy database marketing, CRM and customer service into on-line and social media channels.


James also provides a business mentoring service to a number of UK based start-ups.

James is a senior executive with extensive experience of building companies. He developed Prime Response from a UK based start-up into a leading global software company providing CRM/Campaign management solutions into Global 5,000 companies. Raised over $130million in VC and IPO funding. The Vantage platform was recognised by Industry Analysts as market leader. Launched on NASDAQ in 2000. Succesfull exit in 2002. James has also been a Government and leading charity advisor.


  • Web based CRM deployment
  • CRM/Marketing Automation
  • Database Marketing
  • Market research and customer insight
  • Business Development

James is an innovator and expert in the use of CRM marketing techniques within the business to consumer and business to business fields. He designed and brought to market the Vantage platform which was recognised as a market leader in the CRM field. The platform sold to global 1,000 companies and the company was launched on NASDAQ prior to being sold to Chordiant. Pegasystems subsequently purchased Chordiant. There is still a large and active customer base using the original Vantage platform.

James has also supported a number of start-up businesses in the fields of social media and on-line retail. James was previously the CEO of Carling Associates. The company sold a research based analytical methodology for improving the effectiveness of business-to-consumer communications. The service was used by Global 1000 companies primarily in the UK, US and Scandinavia. Customers included Audi, RBS, GM, Fidelity, BSkyB, Royal Caribbean Cruises, Direct Line Insurance, Habitat, JLP, LloydsTSB, Lufthansa, O2, RAC, Standard Life, Sony, VW, Prudential, HBOS, Barclays, MetLife, Geico, Vodafone and BskyB.

Prior to this James founded Prime Response Ltd. It started business as a Marketing Services Company, offering database build/management, segmentation and analytics services for large UK based business to consumer companies. Its success allowed James to design and build a CRM/Database Marketing platform to automate and extend the CRM processes called Vantage.

The product is now marketed by PegaSystems as Marketing Director. It was recognised by Gartner Group as a leading product in its market and was primarily sold to Global 1,000 companies. It was most successful in Telco's, Financial Services and ecommerce/Retail winning deals with all the major European Telco's and Banks.

The company received investment from General Atlantic Partners and Accenture. Following the investment, the company headquarters were moved to Boston in the US. The funding($130 million) was used to expand the footprint of the organisation into the US and International markets. The company launched on NASDAQ in March 2000. The company operated out of Boston (corporate headquarters), London (international headquarters), Antwerp, Atlanta, Chicago, Denver, Dublin, Frankfurt, Melbourne, Minneapolis, Munich Paris, and San Francisco.

The business was successful in winning business with major brands in the UK, US and International.Prime Response served more than 150 blue-chip, consumer-oriented companies in financial services, communications, retail/e-commerce, and travel and leisure industries.

Customers included: Allianz, Air Touch, Airtel, Alliance & Leicester, Aviva, Axa, Boots Opticians, Barclaycard, British Airways, British Telecom, BskyB, Cantel AT&T, Credit Suisse, CVS, Deutsche Bank, Deutche Telecom, Edgars Stores Limited, E*TRADE, Fiat, Forte, ING, KPN, Mattel, MediaOne, NatWest, Nedbank, Omnitel, Orange, priceline.com, Provident Bank, Quick & Reilly - a unit FleetBoston Financial Corp., RAC, Scottish Power, Sears, Standard Life, TeleDanmark, Telefonica, Telenor, T-Mobile, Telstra, The Associates, The Royal Bank of Scotland, UBS, UPS, Verisign, Verizon, Vodaphone and Yves Rocher.

Partners included: Accenture, Clarify, Fair Isaac, HP, NCR, IBM, Logica, MarketSwitch, Microstrategy, SAS Institute, and Sun Microsystems. Prior to Prime Response James worked within the marketing services & technology industries in a number of roles James has extensive overseas experience having lived and worked in the UK, USA, Bahamas and Monaco. James is currently based in London, UK.

If you would like to contact James, you can contact him using the information below.

E-mail: james.carling@virtualyty.com

Phone: +44(0) 784 258 7187