Customer Experience, Digital Marketing,Marketing Automation Vendor SalesFUSION Announces C-Suite Changes

Another marketing automation software vendor is making acquisitions. But this time, it’s not by gobbling up another smaller firm but rather in the talent department.

New CEO, Board Member, Revenue

Atlanta-based SalesFUSION announced it has hired Christian Nahas as its new CEO. The former VP and GM of NCR’s SMB group, Nahas in more than two years established the SMB division by growing revenue to US$ 30 million and increasing profits by a factor of five, according to SalesFUSION.

SalesFUSION also announced it has raised US$ 800,000 in new capital from Hallet Capital, its principal investor, and appointed technology executive David Politis to its board of directors. The company, which focuses its offerings on cloud-based applications, announced the news at a time when forecasts suggest the marketing automation software market will grow 50% in 2013 to US$ 750 million.

The company this month was named in the top 10 at No. 9 for Top Seo’s “Best Marketing Automation Software.”  

“I couldn’t be more excited about the addition of Christian to help us focus and grow the operations of SalesFUSION,” Chad Ruff, founder at SalesFUSION who now moves to CTO and focuses 100% on product development, said in a statement. “This is a critical time for the company, and with the right people in place we are well positioned for continued growth.”

Politis is founder and CEO at BetterCloud who brings further cloud software experience from previous stints as a senior executive at Vocalocity and Cloud Sherpas.  

Marketing Automation Trend?

The news comes three months after another industry shakeup -- this one having to do with an acquisition. Salesforce bought ExactTarget, one of the industry’s biggest players. The move was seen as a way for Salesforce to make up for struggling Q1 numbers. Then, it grew only 28% to US$ 893 million, just US$ 100 million shy of its first US$ 1 billion quarter.

The acquisition was a larger acquisition in itself because ExactTarget already acquired Pardot in 2012 to add small business marketing automation capabilities to its own platform.

Growing Investments in Marketing Automation

Investing more money into marketing automation matches trends presented by Gartner, which estimates that investments in CRM marketing automation applications and services, which includes lead management, grew by 20% in 2011 and 2012. By 2016, it reported, it will be worth in the region of US$ 4.2 billion. It’s the largest growth of any segment in the CRM space.  

Title image courtesy of TerryM (Shutterstock)