Good morning, Marketers, how do you see Cision’s acquisition impacting our industry?

There has been a buzz of activity from private equity firms in the martech space, and last week media software conglomerate Cision entered a definitive agreement to be acquired and taken private by private equity firm Platinum Equity. While shareholders will certainly benefit from the $2.74 billion all-cash sale, it’s unclear how privatization will impact Cision’s communications and marketing customers.

“This acquisition can be good for customers they [Platinum Equity] invest in product and successfully bridge to a strategic buyer or an IPO,” said MarTech conference chair and HubSpot VP of platform engagement, Scott Brinker. “But if they take an approach of aggressive cost-cutting or increase pressure on generating revenue from the existing install base, customers may feel the squeeze.”

In the past five years, Cision has acquired a dozen companies in the space, including, PR Newswire, Vocus, Visible Technologies, ViralHeat and TrendKite. The marketing products and tools, widely used by public relations and marketing firms to monitor online presence, have been consolidated under Cision’s Communications Cloud.

Across the broader martech ecosystem, Gartner VP Analyst Andrew Frank told MarTech Today that these moves could indicate a transition into a more solid consolidation phase.”Holding companies and private equity are taking a more active role in acquiring and operating these organizations with a view toward longer-term growth and viability,” said Frank. “I believe this is good news for marketers who have struggled with immature, fragmented marketers and the unicorn dreams of VC-funded startups.”

We have much more for you below today, including your Pro Tip on project management, a look at who’s on the move across the martech industry, plus our curated reading list to help you start your week off on top. Have a great Monday.

Jennifer Cannon,
Senior Editor

Pro Tip

Every new project starts with breaking down silos

“Every advertiser works with a number of partners: media partners, creative agencies, ad servers, DSPs, DMPs, dynamic creative partners, you name it. In theory, they’re all striving toward the same goal, but rarely are they all navigating according to the same roadmap,” explains Amanda Glen of Flashtalking. “Let’s take a look at four necessary elements in getting everyone on the same page and moving forward as a cohesive force.”

  • Ensure the whole team is activating the same strategy with a meeting from the start of a project.
  • Establish a responsibility matrix and revisit it regularly.
  • Identify your cross-organizational point person to share knowledge among teams.
  • Involve creative in your operating plan so any decision logic on the media side will have decision signals needed when it comes time to execute personalized creative.

Pro Tip is a special feature for marketers in our community to share a specific tactic others can use to elevate their performance. You can read more and submit your own here.

Read More »


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On the Move

Twitch, LivePerson hire industry veterans, Salesforce exec jumps to SAP

Twitch has announced Doug Scott as its new chief marketing officer. Scott previously led global marketing efforts for Zynga and served as CMO of the music startup BrandPage. “We’re thrilled to welcome Doug Scott to Twitch as our chief marketing officer,” said Twitch COO Sara Clemens. “Doug has deep experience extending brands into new markets across games and entertainment industries, making him the ideal fit to lead Twitch’s marketing strategy. As Twitch continues to grow, Doug will play an integral role in extending the brand beyond endemic audiences, supporting our incredible creators and expanding our presence in global markets.”

Craig Berman has been hired by conversation commerce solution provider LivePerson as senior vice president of global communications. Berman formerly served as the head of Amazon Entertainment’s public relations, led PR efforts for Amazon’s retail business and advised the company’s leadership on corporate and crisis communications. “Craig Berman ran one of the world’s leading tech communications shops, and now here at LivePerson, he’ll drive our communications strategy as we usher in the era of conversational commerce,” said Robert LoCascio, founder and CEO of LivePerson.

Panoramic has appointed Mike Christopher as its new chief technology officer. Christopher will be responsible for the enterprise SaaS company’s product strategy and development while also leading engineering, product and data science divisions. An entrepreneur, he founded Tangerine Hosting and co-founded AppSlingr. Peter Muzzonigro, co-founder of Panoramic, said: “Our team has done a tremendous job creating a marketing intelligence platform to meet the time-sensitive needs of data-driven marketers. As we continue to enable marketers to easily derive valuable insights from every data source, Mike’s leadership and proven success in building technology platforms that simplify user experiences will be crucial. We are thrilled to have him on the executive team and look forward to pushing our platform to the limits.”

SAP has hired former Salesforce Marketing Cloud CEO Bob Stutz as its new president of engineering for customer experience. According to research from Forrester, Stutz more than doubled Marketing Cloud revenue while at Salesforce. He also served as corporate vice president at Microsoft Dynamics and as general manager of business solutions at HP. Salesforce has promoted Adam Blitzer to lead its Marketing Cloud division. Blitzer was a co-founder of Pardot, which was acquired by ExactTarget in 2012. He remained with Salesforce after it acquired ExactTarget.


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What we're reading

We've curated our picks from across the web so you can retire your feed reader

Why Digital Transformation Projects Fail and How to Overcome It – CMS Wire

What’s Next For Content Management Systems – Forbes

When UX meets CX- The untold story of the Website Design Journey – Usability Geek

Consumerizing AI to Drive Stickiness and Usability – Street Fight

The Dawn Of Ad Tech’s Open Source Era – AdExchanger

Marketing Tech Company NaviStone Must Face ‘Eavesdropping’ Claims – MediaPost