Transaction type Private M&A

Sector Technology

“The acquisition of sales-i by SugarCRM will enable clients to gain unrivalled insights into their customers’ buying behavior and together, it will create a significant market impact. The Cavendish team worked with us to identify the right strategic partner and were instrumental in agreeing, negotiating and closing the transaction. Their advice along the way has proven crucial to the process.”


The transaction, in which Cavendish acted as M&A advisor to sales-i, highlights the firm’s growing reputation and expertise within the B2B SaaS space.

The acquisition by San Francisco based SugarCRM comes nearly a year after it announced its initial partnership with sales-i, which was quickly lauded by customers as a game-changer in regard to increasing sales efficiency

The deal marks a significant development for both organisations and establishes a market-leading service offering that can improve B2B sales performance by delivering AI-powered revenue intelligence that leverages the data of a business’s enterprise resource planning (ERP) system and CRM. The combination provides businesses with actionable insights that improve sales, marketing, service and support, resulting in greater revenue and higher levels of retention.

Going forwards, the acquisition will enable sales-i to globalise its operations and benefit from more advanced sales, marketing, and service automation, leading to more efficient sales growth. For SugarCRM, its customers will be able to unlock large volumes of rich sales data stored in their ERP systems by utilising the revenue intelligence capabilities of the sales-i solution. Both customer bases will also benefit from the combined and continued investment by SugarCRM and sales-i in AI, machine learning and generative AI technologies.

The deal marks Cavendish’s fifth software transaction of 2024, as well as its fifth technology transaction in the same period involving a US-based strategic acquirer.

“Working with sales-i on its acquisition by Accel-KKR-backed SugarCRM has been an exciting opportunity for the Cavendish team. AI and machine learning present a significant opportunity to unlock data within sales led organisations. This acquisition proves how combining forces can effectively future-proof and drive innovation now and in the years to come. I look forward to seeing how this journey continues to evolve.”

Meet the deal team

  • Anthony Platt

    Anthony Platt

    Partner and Head of Technology

    +44 (0) 7768 468 044

  • Robbie Wirdnam

    Robbie Wirdnam

    Associate Director

    +44 (0) 20 7908 6023

  • Soben Durai

    Soben Durai

    Associate Director

    +44 (0) 20 7908 6017