BtoB

Unica to acquire MarketingCentral

Published on .

Reprints Reprints

Waltham, Mass—Unica Corp., an enterprise marketing management company, announced after the market close on Monday that it has agreed to acquire MarketingCentral, an on-demand marketing resource management company, for about $12.5 million in cash. Unica said it expects the deal to be completed later this month.

“This will further strengthen our enterprise marketing management position,” Unica CEO Yuchun Lee said during a conference call. He added that the acquisition will enable Unica “to meet the needs of companies looking to get started with marketing resource management quickly without a major investment” through MarketingCentral’s on-demand, subscription-based service.

Unica also announced it missed its forecast for the fiscal third quarter.

“We are disappointed with the financial results we expect to report,” Lee said.

“The problem in the third quarter is related to deals we forecast to close that didn’t materialize.” Those included a number of seven-figure deals, he said.

“This is clearly something that comes as a surprise to us,” Lee said. “This is about execution, and we’re in the process of fixing it.” That includes increasing the sales organization, he said.

—Carol Krol

In this article:
Most Popular