Acquisition allows sales, marketing and customer service professionals to bring most critical business relationships to life

Copper, the leading CRM platform for relationship-based business growth, announced that it has acquired Sherlock, an engagement analytics platform.

With opt-in from prospects, Sherlock surfaces and summarizes information about prospects and customers’ intent, engagement and product usage. This provides professionals with transparency on what their targets are doing throughout a buyer-led customer journey in a way that drives action for sales, account management and customer success.

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“We are integrating Sherlock into the Copper platform to further our mission of providing a CRM that people actually use to develop their most valuable business relationships,” said Dennis Fois, CEO of Copper. “In today’s landscape, that means making sure you have the right information at your fingertips to act when your buyers and customers are ready to connect with you. With Sherlock, we will help our customers identify the optimal moment to convert opportunities into sales, making relationships stronger and driving lasting revenue.”

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“Buyers are more empowered than ever before to do their own research and make decisions on their own timeline,” said Derek Skaletsky, founder of Sherlock. “In contrast, sellers often rely on guesswork to build these relationships, instead of data to help understand the buyer’s needs and timeline. The intent signals and engagement scoring we are bringing to Copper will take guesswork out of the equation and allow companies to become part of their buyers’ journeys, rather than forcing an out-of-touch seller’s journey upon the masses.”

Continued Fois: “CRMs are meant to build relationships, but over the past few years, they have done everything but that. Marketing and sales professionals don’t like using them – or they simply don’t use them at all. And some of the processes they enable, like broad-based cold emails, risk worsening relationships or turning off customers entirely. Businesses want their CRM to be a system of meaningful action, not a system of record.”

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