Daily newspaper publisher Adams Publishing Group has added Brainworks' Stratica advertising and CRM to existing systems.

The Greeneville, Tennessee, headquartered company has 27 daily newspapers, more than 100 non-daily newspapers, and other media-related businesses in 15 states and the District of Columbia.

A longtime user and development partner, Adams will apply Stratica across 550 users company wide.

President and chief executive Mark Adams says the technology will provide sales reps with the forecasting and pipeline tools to identify and capitalise on revenue opportunities and growth. "With Stratica being mobile, it will make our sales reps more efficient so they can spend more time with customers and sell more. The combination is going to make us an unstoppable force."

The broad range of Adams family interests include billboard advertising, radio, wine and recreational vehicles.

Brainworks president Rick Sanders says the company will work with APG as customer and co-development partner: "We recognize that significant changes are happening in the traditional partner model and the best path to profitability in this industry is through co-development partnerships that are easy to do business with like APG."