Data Sheet—Someone Won Big in the Marketo Deal—But It Wasn’t Adobe [Fortune]
Salesforce, Inc. (CRM)
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Source: Fortune
Adobe is acquiring Marketo for almost $5 billion. John Leyba—Denver Post via Getty Images There was a curious omission from Adobe’s news release Thursday announcing it is paying $4.75 billion for marketing software firm Marketo. Adobe failed to mention who owns Marketo now. Adobe’s reticence notwithstanding, the seller is no secret. It is Vista Equity Partners, which took Marketo private in 2016 for about $1.8 billion. Adobe likely didn’t want to draw attention to the fact that it didn’t buy Marketo for far less a mere two years ago. Back then Marketo’s business was flagging because its one-time partner, Salesforce.com, had purchased a Marketo competitor called Exact Target . Jefferies analyst Brent Thill thinks Adobe is a two-time loser in the buyout game. He thinks Exact Target was the better asset as was Adobe acquisition Magento compared with a similar company Salesforce bought, Demandware. “They are late
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