A marketing automation software company is purchased by a private venture firm for $1.79 billion. A major player in customer relationship management (CRM) software pays $2.8 billion to buy a cloud commerce company. One of the biggest players in enterprise software acquires a social media behemoth for $26.2 billion in cash—the largest in martech acquisition in history.
These mega-deals are ripped straight from the headlines—and all in the last month. Consolidation in the marketing technology space is here, and, as these deals demonstrate, they are getting bigger and bigger.Today, hearing about multi-billion dollar acquisitions in the land of marketing software isn’t uncommon—in fact, it’s expected.
The number of acquisitions in martech raises a couple of questions. For one, what are the factors behind consolidation in the space? And, more importantly, what are the implications of this trend for software buyers and the customers they serve?