Validity, which recently acquired the email delivery firm Return Path, has added the purchase of AppBuddy, the firm announced on Tuesday. Terms were not disclosed.
AppBuddy is a B2B application that allows brands to extend data quality management to all CRM users and improve sales rep productivity, the company says.
In addition, AppBuddy offers a spreadsheet-style interface that allows users to obtain a single view to manage all the data they need on one screen. They can do this across multiple objects, viewing only the fields that they need. The firm notes that salespeople often waste time jumping between screens.
AppBuddy runs as a stand-alone web application or as a native framework within Salesforce Lightning, Salesforce Classic or SAP Sales Cloud, the company says.
The tool is designed to help brands "interact with customer data," which should help with faster followup for marketing leads, more accurate sales forecasts, and an increase in CRM adoption, states Mark Briggs, CEO of Validity.
Briggs adds that "poor data quality is a barrier to growth. And yet, one of the key contributors to poor data quality is the underlying CRM user experience.”
Despite the linkage with Salesforce and SAP, Validity claims that “the paradigm” for how those systems is deployed has not changed in over a decade.
Validity announced last month that it secured new strategic funding that will fuel its expansion. The investment is being led by Providence Strategic Growth (PSG), with participation by Silversmith Capital Partners, a founding investor in Validity.
In addition to Appboy and Return Path, Validity has acquired CRMfusion, provider of an application for enterprise CRM data quality, BriteVerify, an email verification platform.
GP Bullhound served as financial advisor to AppBuddy.