JD Edwards has set its sites on being the leading supplier of ERP (enterprise resource planning) systems in the world within five years.
To help it achieve that goal, the company has called on its expanding customer base to be part of its marketing strategy.
Delivering the message here at its Quest user group conference was Ed McVaney, one of the founders of JD Edwards and now the company's chairman.
"When we refer prospects to you, I want you to tell them what we did for you - implement business solutions in the field and on the fly," McVaney said.
"That's our biggest strength," he said. "We have the best software that can adapt easily to changes in the way your business operates."
McVaney admitted to the 300-plus delegates at the conference that catching and passing SAP was, "gutsy".
"First it means we have to pass Oracle and PeopleSoft," he said. "But our software has that ability to be able to adapt to change, in the field and on the fly.
"That's unlike a German software company that tells you how to run your business and then sets it in concrete," McVaney said - referring to SAP.
He said that the ability to adapt to change was the key to the survival of any company in the future.
He highlighted this by pointing out that 60 per cent of the companies in the Fortune 500 list in 1975 were no longer there.
"They didn't adapt to change," he said.