CX: Customer Experience as the next Private Equity Frontier in SaaS
pinsandneedles.substack.com
Private Equity and M&A in CX Over the past ten years, the private markets have rallied around a number of marketing automation companies. These companies automate the lead generation process, ship emails, manage SEO, A/B test marketing campaigns, and engage prospective customers through a central customer relationship management tool (CRM). They’ve been getting picked up by private equity firms and strategic corporates alike. In 2018, Adobe acquired marketing automation company Marketo from private equity firm Vista, who pocketed $2.95bn in profit after just two years of owning the company. Oracle acquired Eloqua, a large player in the marketing automation space, back in early 2013 for $871m. At the time of the announcement, 3Q’12 T9M revenue annualized was $92m, implying a whopping 8.8x revenue. In those days, this was high.
CX: Customer Experience as the next Private Equity Frontier in SaaS
CX: Customer Experience as the next Private…
CX: Customer Experience as the next Private Equity Frontier in SaaS
Private Equity and M&A in CX Over the past ten years, the private markets have rallied around a number of marketing automation companies. These companies automate the lead generation process, ship emails, manage SEO, A/B test marketing campaigns, and engage prospective customers through a central customer relationship management tool (CRM). They’ve been getting picked up by private equity firms and strategic corporates alike. In 2018, Adobe acquired marketing automation company Marketo from private equity firm Vista, who pocketed $2.95bn in profit after just two years of owning the company. Oracle acquired Eloqua, a large player in the marketing automation space, back in early 2013 for $871m. At the time of the announcement, 3Q’12 T9M revenue annualized was $92m, implying a whopping 8.8x revenue. In those days, this was high.