International Card Establishment (OTC:ICRD) has teamed up with Rochester, N.Y.-based business payroll outsourcing company E-chx to optimize their respective client bases.

The partnership will see E-chx marketing I.C.E.'s credit card processing and gift and rewards programs via its internal and external sales forces, and various email and Web-based marketing campaigns to its existing client base of 6,000, as well as to new customers. In return, I.C.E. will sell E-chx's customized payroll solutions through its customer service desk, sales force and Web-based marketing campaigns.

This is the second such strategic alliance formed by I.C.E., intended to expand its sales reach and grow revenues at a minimal cost.