Mediafly, an enterprise software company that delivers mobile-enablement solutions, has acquired Alinean, a martech company that develops tools to help B2B marketing teams quantify the value of their products and services.
With this acquisition, Mediafly is well-positioned to help boost their customers’ sales effectiveness. In a statement, CEO Carson Conant said the company plan to expand their advisory services, and enhance their Evolved Selling platform with interactive sales tools like TCO/ROI calculators that deliver a unique sales experience to buyers:
“Rather than focus our attention on an acquisition aimed at enhancing existing CMS and LMS capabilities, we believe the real value lies in the capabilities we offer to truly enhance the live engagement between sellers and buyers,” said Conant. “At Mediafly, we want to invest in companies, like Alinean, that bring additional value through interactive tools to help our customers create a one-of-a-kind sales experiences with buyers. By acquiring Alinean, we are pioneering the combination of sales enablement software and the consulting services needed to deliver sales results in an integrated way.”
Over the last six months, Mediafly has received recognition from industry bodies like Forrester Research and MarTech Breakthrough as one of the top sales-enablement platforms in the industry.
This acquisition will let the company offer both sales enablement software and consulting services to their global customer base. In his new role as Chief Evangelist at Mediafly, Alinean founder Tom Pisello will lead a consulting and professional services team, helping companies transform their approach to sales through workshops and consulting projects.
As the martech industry matures, the adoption of high-tech tools like those offered by Alinean is growing, and this purchase is just one example of martech solutions moving into the B2B segment. Like many other markets within SaaS, M&A activity in this sector is also growing as enterprises seek to move beyond traditional CRM tools to more effectively engage customers.