Tech companies face challenges reaching their target markets: An Interview with Christina Camacho, CEO of Current Payment Solutions



Technically Speaking Segment: A brief interview with Christina Camacho of Current Payment Solutions about some of the challenges tech companies face trying to reach their target clients.

While everyone else focuses strictly on processing, and deliver a “one size fits most” solution to what a business needs, CPS takes a three-prong approach that delivers a unique solution for our clients.”

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About the Interviewer:

Moira Alexander is a contributor and co-host of the “technically speaking” segment on the Price of Business Talk Radio (on the BizTalkRadio Network), whom you can learn more about at She recently interviewed  Christina Camacho of Current Payment Solutions (as part of a series of interviews) to find out about some of the marketing challenges tech companies face when trying to reach their target markets.

About Current Payment Solutions:

Current Payment Solutions provides credit card processing solutions to companies seeking to push the boundaries of innovation. Whether clients are a start-up or a well-established business, CPS provides tailored solutions that will accelerate cash flow, protect client information, and help clients manage their receivables more efficiently.

About the interviewee: 

Christina CamachoChristina Camacho, Founder & CEO, is a veteran banker with over ten years of experience delivering cash management solutions on behalf of the world’s top financial institutions. 

Christina has worked with commercial bankers and large corporate companies while providing a consultative approach to the design and implementation of payment acceptance. Christina successfully built out a merchant services division for a community bank with 12B in assets. Her knowledge of the payments space allowed her to make concise decisions that would positively impact the bank and the team that would work with their clients.

What are the struggles your company has experienced when trying to get your product or service to market?

Christina: As a startup in a saturated market, brand recognition is our number one struggle.  We spend a lot of time on social branding and marketing.

Our second challenge is overcoming dishonest competitive pricing. We take pride in providing honest pricing and customized solutions, but sometimes it feels like it does not pay to be honest in this industry. Many business owners just want to hear a certain percentage is their rate, even if they are paying well above that number.

The third struggle we face is taking the time to show clients the latest technology and point out savings only for them to take our proposals back to their existing processor and allow them to match our rate. Many of my sales executives find themselves wasting time on clients that never intend to leave their existing processor.

What is your tech company doing that is different from competitors?

Christina:  While everyone else focuses strictly on processing, and deliver a “one size fits most” solution to what a business needs, CPS takes a three-prong approach that delivers a unique solution for our clients.

At Current Payment Solutions, the first step is getting to know our prospective clients. We look at where a client is, where they have been, and where they are looking to go.  We work alongside our clients to help them achieve their goals. We present options for payables and receivables not limited to credit card acceptance.


To find out more about Current Payment Solutions contact Christina below.

Christina Camacho, Chief Executive Officer


Phone: 1.800.719.8223



More about the “Technically Speaking” segment co-host:

Moira Alexander
Moira Alexander, PMP, ISP, ITCP, IP3P

Moira Alexander is the founder & president of Lead-Her-Ship Group, a content strategy & creation company, and author of “LEAD or LAG.” Moira is a media recognized expert with 20+ years in business, IT, project management, content strategy and content creation. She is a project management and IT columnist for CIO and TechRepublic and creates high-value content for digital media companies, small to large businesses, and thought leaders around the world.  Her company has also just launched a new PR service for small to mid-sized tech companies.  To find out more about Moira or her company’s services, go to