Two market leaders combine to provide one of the largest and most comprehensive suites of marketing operations management solutions in the industry
Marlin Equity Partners (“Marlin”) today announced that it has acquired Revenew, Inc., a leading provider and innovator of through-channel and distributed marketing solutions. The transaction follows Marlin’s recent acquisition of the Marketing Applications business (“TMA”) from Teradata Corporation (NYSE: TDC). Revenew has been merged with the marketing operations business of TMA to create a differentiated leader with the unique ability to serve customers’ central and channel marketing requirements.
Drawing upon the heritage of the company that created the marketing resource management category, the new business will operate under a revitalized Aprimo brand. The new Aprimo will be headquartered in Chicago, with global R&D and customer support headquarters in Indianapolis, and international operations hub in London.
Revenew is best known for bringing automation to the distributed marketing channel, enabling enterprise brands to market to, through and for their channel partners at scale with unmatched levels of control and visibility. The company’s SaaS platform combines content, campaign, funds and lead management with advanced analytics and dashboards to monitor channel marketing performance.
By combining two market leaders, as ranked by industry analysts in their respective categories, the new Aprimo offers a comprehensive portfolio of marketing operations and distributed marketing software and services in combination with a deep pool of expertise and domain knowledge. The new Aprimo is uniquely positioned to help companies manage and optimize complex marketing workflows and expenditures across the marketing value chain.
“The creation of the new Aprimo aligns with our strategy to operate the respective marketing execution and marketing operations assets acquired from Teradata as two distinct businesses under Marlin’s ownership, with separate leadership teams, operating structures, and brand identities,” said Nathan Pingelton, a principal at Marlin. “This approach will enable a clear and focused strategy for delivering best-in-class products and services to our customers and the market, and allow each business to further entrench its position as a category leader. “
In addition, Marlin also announced that it has named John Stammen, previously CEO of Revenew, as CEO of the new Aprimo. Mr. Stammen brings to his new role more than 30 years of global experience in sales, consulting, marketing and senior management in the technology sector, including serving as Executive Vice President with the former Aprimo company, which Teradata acquired in 2010.
“Marlin’s decision to acquire Revenew and combine it with complementary assets of TMA demonstrates its strategic vision and commitment to building an innovative platform that addresses the full spectrum of marketing operations requirements of our global customer base. I’m both thrilled and humbled to be leading the new Aprimo,” Stammen said. “The marketing function is a critical component to the success of our customers’ businesses, and our solutions give them a competitive edge while ensuring they can operate as efficiently as possible. I look forward to engaging with our customers and employees as we continue to build upon the history of innovation and industry leadership of both companies.”