• by Ray Schultz , May 16, 2019

SugarCRM Inc. has acquired Salesfusion, a marketing automation provider serving B2B brands, the firm announced on Thursday. Terms were not disclosed.

The purchase combines Salesfusion’s automation tool with SugarCRM’s CRM platform, the company says. 

SugarCRM hopes to “streamline campaign management, drive personalized engagement, improve conversion and transform customer experience throughout the customer journey,” states Craig Charlton, CEO of SugarCRM.

It also seeks to enable marketing and sales people to “take action on customer insights and focus on high-impact value-added offerings.” 

Both firms believe that “the next wave of innovation in B2B is sharply focused on the customer experience,” adds Logan Henderson, CEO of Salesfusion. 

In March, SugarCRM acquired Collabspot’s email integration products, and more such news is on the way, it says. 

Charlton adds that more announcements are in the offing.

Rebecca Wetteman, vice president of client Nucleus, comments that the “tightly integrated platform will accelerate time to value and increase both sales and marketing productivity by streamlining campaign creation, lead nurturing, and the handoff to sales.”

SugarCRM, a customer experiences specialist, serves 5,000 clients worldwide.