It would be a some­what cur­mud­geon­ly prod­uct man­ag­er who’d fail to rec­og­nize that ris­ing from tech start­up to world’s largest enter­prise social rela­tion­ship plat­form in less than five years is a pret­ty spec­tac­u­lar feat. And it’s one that New York-based cloud tech provider Sprin­klr has just pulled off, thanks to its recent acqui­si­tion of social mar­ket­ing opti­miza­tion soft­ware spe­cial­ist, Dachis Group.

Cut­ting edge tech­nol­o­gy 

For prod­uct man­agers who remain a lit­tle fuzzy about what, exact­ly, Sprin­klr offers, it helps busi­ness­es gauge online per­cep­tion of their brand and opti­mize their online cus­tomer rela­tion­ships with an enter­prise SaaS plat­form that fos­ters social engage­ment across all the major social networks.

With Dachis Group, the tech­no­log­i­cal scope has been sig­nif­i­cant­ly expand­ed, and now includes big data social ana­lyt­ics, a real-time mar­ket­ing agency, and social media con­sult­ing soft­ware described as “the most pow­er­ful tech­nol­o­gy on the mar­ket” by For­rester Research.

The com­bined plat­form is used by over half of the For­tune 500 com­pa­nies, includ­ing Dis­cov­er Finan­cial Ser­vices, Dis­ney, Kodak, Nestlé, Estée Laud­er, IHG, Hewlett Packard, Tar­get and Nokia.

But in look­ing at the acqui­si­tion, the enquir­ing prod­uct man­ag­er will be ask­ing why now? The answer: increas­ing com­pe­ti­tion between mar­ket­ing tech com­pa­nies. Com­ment­ing on the devel­op­ment, Greg Finn, con­tribut­ing edi­tor to Mar­ket­ing Land, said:

“It’s kind of an inter­est­ing space right now, with a lot of acqui­si­tions, like Sales­force’s of Bud­dy Media. They’re real­ly try­ing to push the full ser­vice mar­ket­ing tools suite. It’s kind of like an arms race. It’s not only who can dri­ve the tools but who can have the strat­e­gy behind them.”

The full package

Sprin­klr founder and CEO Ragy Thomas said that his company’s enter­prise clients had been con­sis­tent­ly seek­ing a thor­ough­go­ing, end-to-end social rela­tion­ship plat­form. He added:

“The addi­tion of Dachis Group brand ana­lyt­ics, con­tent opti­miza­tion, and employ­ee advo­ca­cy capa­bil­i­ties give us the best end-to-end social infra­struc­ture for enter­prise brands and accel­er­ates our prod­uct road map by 12 months.”

Dachis Group tech­nol­o­gy will be ful­ly inte­grat­ed with Sprinklr’s with­in the next three months, and its founder and CEO Jeff Dachis described the merg­er as the ful­fill­ment of his vision for the com­pa­ny and “the best solu­tion on the mar­ket for the For­tune 500 com­pa­nies we both serve.”