Marketo Acquired by PE Firm in $1.8B Cash Deal

  • By Idan Carmeli
  • 31 May, 2016

Massive acquisition for the marketing automation leader who has just announced a deal with private firm Vista Equity Partners

It was in the air, but persistent rumors were pointing to SAP or Microsoft as the potential buyers. Earlier this month at their annual event, keynotes hinted at ambitiously bold directions, but who knew this was coming . Well, based on this graph, quite a few investors certainly felt Marketo was headed in a good direction:
Source: CNBC

Deal implications are anyone's guess at the moment

Scott Brinker was quick to post this:
Followed by this:
Our own guess is there are two vectors for this private equity investment:
  1. Vista Partners obviously thinks it can re-sell Marketo at a higher price point sometime in the (near?) future, or otherwise dramatically increase its stock value, and is investing in this prospect.
  2. Marketo will thus put Vista's massive cash injection to work strengthening its core product and platform and, even more importantly, acquiring enterprise businesses that would put it on the same playing field as the really-big marketing platforms, aka Salesforce, Adobe, IBM and Oracle.
It will be fascinating to see where this is headed, as David Raab points out:

The Converto Logs

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Tip: if you're unsure which edition your Salesforce org is running on, log in to your account there and simply hover the cursor on the browser tab where Salesforce loaded. The tab tooltip will show you the edition.

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