Online survey management platform SurveyMonkey has agreed to acquire US-based online survey service GetFeedback in a $68m deal that will give an equity consideration to enterprise software producer Salesforce’s investment arm, Salesforce Ventures.
The price consists of cash and equity. GetFeedback was acquired by marketing platform Campaign Monitor in 2014 but Salesforce Ventures, also an investor in SurveyMonkey, apparently retained a stake.
Founded in 2013, GetFeedback has developed an online tool that is available for the Salesforce platform, and which is used by more than 10,000 brands to create mobile-friendly surveys to help them capture real-time customer feedback.
The company’s customers include networking equipment producer Cisco, medical products group Johnson & Johnson, pharmacy chain Walgreens and enterprise software provider Salesforce. SurveyMonkey expects the deal to help accelerate the development of its enterprise offerings.
Salesforce Ventures led GetFeedback’s $2.3m series A round in September 2014, two months before the Campaign Monitor acquisition.
Tom McCleary, senior vice-president of strategic product partners for Salesforce, said: “We are thrilled that GetFeedback and SurveyMonkey, both long-time partners on the Salesforce AppExchange, are joining forces.
“Customer feedback is critical to creating a complete, intelligent view of the customer. We are excited about the accelerated innovation in customer experience management that they will be able to deliver together to our mutual customers.”