Joshua Horwitz worked in marketing for several software companies in the late 1990s and quickly learned many companies struggle when it comes to leveraging customer references during the sales cycle. In 2003, he founded enterprise customer reference solution Boulder Logic. Horwitz also blogs at http://www.referencesuccess.com, and is on Twitter as @boulderlogic. He can also be reseached at jhorwitz@boulderlogic.com.