Sales automation platform SugarCRM has acquired revenue intelligence solution provider sales-i, bringing the two products together to provides businesses with actionable insights to improve revenue and retention. The terms of the deal were not disclosed.

The acquisition comes nearly a year after SugarCRM announced a partnership with sales-i to enhance business-to-business (B2B) sales performance by delivering AI-powered revenue intelligence.

Sales-i serves as a sales revenue intelligence tool that captures product, price, quantity, and frequency insights from the customers' enterprise resource planning (ERP) software systems. The tool shares data with the SugarCRM solution, providing customers with specific insights on the trends between the organisation and the customer.

"We are bringing together two great companies with complementary products, a shared vision for customer success, and experience and expertise at using machine learning, AI, and generative AI to unlock the value of front-office and back-office data," said CEO of Sugar, Craig Charlton.

The combined company will have more than 550 employees worldwide and aims to help customers unlock the value of their ERP data. Benefits of the combination include allowing customers to interpret and act on their own customer data using AI, serving as an intelligent account management system, reducing churn, and delivering actionable insights that increase sales and marketing efficiencies at a lower cost.

"The partnership of sales-i and SugarCRM has enabled companies to gain unrivalled insights into their customer buying behaviour. Together, we’ll expand our capabilities and accelerate development processes that will benefit customers and create a significant market impact," said Founder and CEO of sales-i, Paul Black.

"The current business focus on margin and the increasing adoption of subscription and usage-based pricing models are changing the economics of business," said Research Director in the Office of Revenue at ISG’s Ventana Research, Stephen Hurrell. "Relying only on CRM data sells account management short. Upselling and cross selling to the same customers is more profitable than finding and selling to new customers, but it requires a fuller understanding of your customer gained from building and sustaining a long-term relationship. This new announcement from SugarCRM seeks to address this need across many types of industries and enterprises."