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Seeing a lot of Email Marketing / Marketing Automation tools with >$10M ARR trying to become Customer Experience Platforms. Why? Code is a commodity, once you have a strong brand SaaS is a playbook. Also, CXM means bigger budgets and huge TAM making room for multiple winners.
Email Marketing -> Customer Experience Management - Digital Journeys - Omnichannel (email, SMS, website, live chat, forms, ads, surveys, etc.) - Audience Management & Advertising - Integrates with Salesforce / CRM - Reporting and Analytics Basically, a suite of Martech tools.
Seeing this across of couple of verticals -Payroll/ Ops HR SaaS Cos adding modules across performance management; benefits; employee journeys => Full stack HR Cos -F&A - Basic accounting/ tax SaaS cos adding modules across invoicing; billing; AR management; even payments
Guess as Cos target higher ACVs/ clients outgrow (Mid/Large enterprises) - they need to build a full suite so that they don't move to a larger integrated platforms....
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