Pivotal Acquires Marketing Automation Provider MarketFirst

Share this content:
Customer relationship management vendor Pivotal Corp. has signed an agreement to acquire MarketFirst Software, Pivotal said yesterday.


Pivotal, Vancouver, will exchange shares of its common stock for all the issued and outstanding securities of privately held MarketFirst, Mountain View, CA. The value of the deal was not disclosed, and it is subject to customary and regulatory closing conditions.


The acquisition will add marketing automation technology to Pivotal's suite of sales and customer service applications targeted at the mid-market. The company previously had relied on partnerships with other vendors, such as E.piphany Inc., to provide this technology.


Separately, Pivotal said it expects its first-quarter revenue to be $12 million to $13 million, with $3 million to $4 million in license revenue. This would be down from $19.1 million in the previous quarter, and from $16 million in the year-earlier quarter.


"We are disappointed with our results this quarter, and we're taking decisive action to improve our profitability," said Pivotal president/CEO Bo Manning. "We are implementing both immediate and long-term initiatives to reduce our cost structure and achieve our stated goal of profitability in the second half of our fiscal year."


Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above