2011 Acquisitions Pricing Salesforce.com 
Customer Experience Matrix
MARCH 13, 2014
Last year’s biggest marketing automation acquisitions were products for consumer marketing: ExactTarget by Salesforce.com , Neolane by Adobe , and Responsys by Oracle. All of this doesn''t come cheap: Teradata aims at clients with at least $500 million revenue and sets is prices accordingly.
Customer Experience Matrix
JANUARY 4, 2012
The price is surprisingly low for an established marketing automation vendor. This would translate to around $7 million revenue, for a price of just over 1x revenue, compared with 4 to 5x revenue in other recent acquisitions. This is why Callidus is a good buyer.
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Customer Experience Matrix
JUNE 27, 2013
Price was $600 million, which is roughly in line with the 8x revenue paid for ExactTarget and Eloqua recently. Adobe was on everyone’s list of potential buyers, and Neolane was ripe for acquisition or an initial public offering. The deal is not particularly surprising.
Hubspot
APRIL 2, 2013
Looking at a real world example, in Q1 2011 Google's Marketing and Sales expense was $1.01 Customer Acquisition Cost (CAC). This metric is also known as Cost of Customer Acquisition (CoCA). Here’s how to calculate Time to Pay Back CAC: Customer Acquisition Cost (CAC) (Revenue Per Month for Avg.
The Effective Marketer
FEBRUARY 16, 2011
With time, a shake out is likely (in fact, the recent acquisition of Unica and Aprimo may point to consolidation ) and the evolution of solutions will ensure marketing automation has a place in most marketing organizations, much like CRM is now standard for sales departments. I’d be happy to fix the infographics for benefit of everyone.
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