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Dentsu Acquires Salesforce Cloud Consultancy Extentia

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Dentsu Group has acquired Salesforce cloud consultancy Extentia and tucked the company into Merkle, a business unit focused on data-driven customer experience management (CXM). Financial terms of the deal were not disclosed.

This is technology M&A deal number 718 that ChannelE2E has covered so far in 2022.

Salesforce Cloud Consulting Partner Acquired: About Extentia and Dentsu Group

The Extentia deal surfaces less than two months after Dentsu acquired Pexlify and also tucked that business into Merkle.

Extentia, founded in 1998, has roughly 800 employees in Pune and Bangalore, India. The team has earned more than 350 Salesforce certifications. Extentia employees, including the leadership team, will tuck into Merkle. The company will be known as "Extentia, a Merkle Company."

Merkle's parent -- the overall  Dentsu Group -- has more than 1,300 Salesforce-trained staff who carry 3,500 Salesforce certifications.

Salesforce Cloud Partner M&A: Extentia and Merkle Executive Perspectives

In a prepared statement about the deal, Merkle Global CEO Michael Komasinski said:

"As one of Salesforce's largest partners and its top agency partner, we owe it to our customers to deliver world-class, cross-functional, cross-platform expertise. Extentia differentiates itself through a design-first approach to its cloud-native technical and engineering product solutions, This strategic acquisition will allow Merkle and dentsu to meet the growing market demand for support our clients in driving complex architecture integrations."

Added Umeed Kothavala, CEO at Extentia:

"We're incredibly excited about this next phase of Extentia's journey. We've found a perfect partner in Merkle – complementing our respective strengths, scaling our digital capabilities, and delivering positive value for all our stakeholders. Building on our capabilities across digital transformation, experience-centricity, and cloud platforms, Extentia and Merkle will deliver advanced solutions to more customers across the world than ever before. As a member of the growing Merkle family, we look forward to shared opportunities, limitless synergies, and collaborating on a shared vision of the future."

Dentsu international spans five brands – Carat, dentsu X, iProspect, Dentsu Creative and Merkle. The company focuses on  services and solutions in media, CXM and creative.

Joe Panettieri

Joe Panettieri is co-founder & editorial director of MSSP Alert and ChannelE2E, the two leading news & analysis sites for managed service providers in the cybersecurity market.