SugarCRM moves into marketing automation with Salesfusion acquisition

TechCrunch | 5/16/2019 | Staff
shankay (Posted by) Level 3
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SugarCRM announced today that it has acquired Atlanta-based Salesfusion to help build out the the marketing automation side of its business. The deal closed last Friday. The companies did not share the purchase price.

CEO Craig Charlton, who joined the company in February, says he recognized that marketing automation was an area of the platform that badly needed enhancing. Faced with a build or buy decision, he decided it would be faster to buy a company and began looking for an acquisition target.

Months - Market - Number - Opportunities - Salesfusion

“We spent the last three or four months doing a fairly intensive market scan and dealing with a number of the possible opportunities, and we decided that Salesfusion was head and shoulders above the rest for a variety of reasons,” he told TechCrunch.

Among those was the fact the company was still growing and some of the targets Sugar looked at were actually shrinking in size. The real attraction for him was Salesfusion’s customer focus. “They have a very differentiated on-boarding process, which I hadn’t seen before. I think that’s one of the reasons why they get such a quick time to value for the customers is because they literally hold their hand for 12 weeks until they graduate from the on-boarding process. And when they graduate, they’re actually live with the product,” he said.

Brent - Leary - Principal - CRM - Essentials

Brent Leary, principal at CRM Essentials, who is also based in Atlanta, thinks this firm could help Sugar...
(Excerpt) Read more at: TechCrunch
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