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.”