Software company SugarCRM has acquired Atlanta-based marketing automation startup Salesfusion for an undisclosed amount. Salesfusion’s product will remain as a standalone offering indefinitely, and their team of 50 will remain in the Atlanta offices.
“Today, the pressure has never been greater for B2B companies to consistently deliver an exceptional and highly relevant experience throughout the customer journey,” SugarCRM CEO Craig Charlton tells Hypepotamus.
“With the addition of Salesfusion, Sugar can help companies better understand the customer at every stage of the sales, marketing, and service cycles. Now, customers can do more, in less time, with demonstrable results.”
Founded in 2007, Salesfusion’s marketing automation platform helps mid-size businesses create, manage and analyze their marketing campaigns and improve conversion, productivity, and leads.
Salesfusion CEO Logan Henderson rose through the ranks of the company since he came on in 2013, taking the top role in 2018. Since he became CEO, the startup has reported an increase in 20 percent sales growth over two quarters.
The Salesfusion product will now integrate with Sugar’s CRM unified platform to display even more and deeper customer data.
Charlton shares that Salesfusion’s efficient, hands-on on-boarding process added to their value proposition.
“Sugar and Salesfusion share a common vision that the next wave of innovation in B2B is sharply focused on the customer experience,” says Henderson.
“As part of Sugar, we’re bringing together the best of everything in customer experience — marketing, sales, service and intelligent insights — to empower companies to perform better and create customers for life.”
Salesfusion raised $16 million in outside investment before the acquisition. Previous investors include several local Atlanta names such as Noro-Moseley Partners, BLH Venture Partners, Alerion Ventures, Tech Square Ventures, Ellis Capital and Hallett Capital.