Marketo buys ToutApp to boost sales and marketing alignment capabilities

Marketo has acquired sales engagement software company ToutApp.

Engagement marketing software company Marketo said it acquired sales engagement software company ToutApp to supplement its portfolio of products that help align sales and marketing teams.

According to a press release, ToutApp provides sales campaign, content management and analytics software to sales teams in order to engage prospective customers in a personalized way. Its products also enable marketing teams to partner more closely with sales to listen, learn and engage with customers and prospects at scale across all channels and touchpoints, the release added.

More than 400 enterprise customers, including Citrix, GE, CA Technologies, Siemens, Revel, Tableau and Concur, use ToutApp for sales engagement.

“Brands that win today engage customers in a meaningful way at every step of the journey and this requires coordinated execution across the entire enterprise, particularly within sales and marketing,” said Marketo chief executive Steve Lucas in the release. “I’m thrilled to welcome [Tawheed (TK) Kader, founder and chief executive of ToutApp] and his team…together, we’ll enable marketing and sales teams to drive revenue and demand seamlessly.”

Lucas joined Marketo in November.

“ToutApp and Marketo share a similar vision for empowering sales and marketing teams for success in the engagement economy," Kader said in a statement. "We’re excited to join Marketo and further our shared mission of delivering exceptional customer and prospect engagement.”

Marketo bolstered its focus on sales and marketing alignment late last year with the launch of Marketo Account-based Marketing (ABM), which it said brings revenue teams together to discover, manage, engage and analyze key accounts.

Marketo was acquired by private equity firm Vista Partners for nearly $1.8bn in cash in May 2016.

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Lisa Lacy

Lisa Lacy is a senior reporter for The Drum, covering digital and search marketing. Based in New York, she writes about how brands use technology to connect with consumers, particularly as innovations like voice search, digital assistants and the Internet of Things change consumers’ lives forever – not to mention the data these platforms increasingly collect and the security and privacy issues therein. She is a graduate of Columbia's School of Journalism. Her bucket list includes riding in the Oscar Mayer Wienermobile.

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