Salesforce buys marketing data management platform Krux

Alex Hayes

October 4, 2016 9:21

Digital giant Salesforce has splashed a reported US$700m to acquire data management platform Krux as it looks to bolster its marketing firepower.

According to The Wall Street Journal the deal is a split cash and shares option, with Krux’s founders Tom Chavez and Vivek Vaidya remaining as CEO and CTO, respectively.

The deal, announced this morning, will see Krux’s systems integrated into Salesforce Marketing Cloud; Krux’s CEO Tom Chavez has written in a note to customers “we’re trading gas for rocket fuel”.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Alex Hayes

Alex Hayes worked for Mumbrella from 2013 to 2017 in roles including editor and head of Mumbrella Bespoke.

Topics