Editor’s note: This is one in a series of 10 profiles provided by the North Carolina Technology Association highlighting its newest Beacon Award category, Ten Startups to Watch. The companies will be recognized during the organization’s November 6 NC Technology Awards Gala. Ann Revell wrote this story for ExitEvent, a news partner of WRAL TechWire.

DURHAM, N.C. – Right here in Durham, NC, we have one of the world’s leading customer retention software companies. More than 200 global retail brands use its software to drive millions of dollars in additional revenue from their existing customers.

Three-year-old Windsor Circle, one of the 10 Startups to Watch for 2014, refers to the region as the “Entrepreneurial Hub of the South.” Its founders are proud of what the region offers.

“The quality of life in the Triangle, compared to cost of living, is very attractive for folks who are moving here from out-of-state or considering staying after they complete their studies,”says Matt Williamson, co-founder and CEO. “Our emphasis on building a team and nurturing a culture that makes this such a great, fun, and meaningful place to work has been essential to our success thus far.”

Building strong teams comes from clarifying and reiterating the company’s values at every turn. Sales teams, engineering, marketing and administration all come together around statements to live by, such as “Everyone is in Sales”, “Two Ears/One Mouth”, “Facts Not Claims”, and perhaps a favorite: “Teams Survive Longer than Individuals”.

The company is building a team-centric workplace culture to attract and retain the best and the brightest, including a new benefits plan which includes six weeks of fully paid maternity leave. It wants to build a workplace that supports the whole person and families. So it’s not surprising to hear Williamson point to “the whole team, our investors, all our early customers who trusted us in those early beta-product days; and of course our families” when asked about who should share credit for their success thus far.

The full post can be read at ExitEvent.