Australian marketing performance platform Simple has announced it has raised $13 million to accelerate growth and help fund its expansion in the US market.
Investors in the company include US venture capital fund SparkLabs Global Ventures and Aussie venture capital firm Perle Ventures.
Simple has also signed a number of big local and international brands including Xero, Tabcorp, AGL and Insurance Australia Group to join its list of blue-chip clients which includes Commonwealth Bank, Westpac and AMP.
Simple co-founder and CEO James Charlesworth said the company, which makes software that helps enterprise marketing teams organise their workflow to be more agile and effective, more than doubled in size during the 2016 financial year.
Furthermore, Charlesworth said Simple had refined its positioning for the US market and established its first sales team in San Francisco, and was now ready to accelerate its growth.
“Marketing has been disrupted and redefined over the past few years and that is really just beginning,” he said.
“Big brands have developed strong digital playbooks but are still struggling to move at the pace that digital channels require.
“And another big wave of marketing disruption is upon us, driven by big data, artificial intelligence, machine learning, automation and bots.
Charlesworth said now is the time for brands to re-organise for the future.
“Companies that can leverage this next wave to personalise the customer experience at scale will have an unfair advantage over their competitors,” he said.
Simple has also recently recruited former Boston Consulting principal Paul McNamara as its chief financial officer and head of growth.
McNamara said marketing innovators have realised they can’t keep working the way they did a decade ago.
“They need to test and learn quickly, and build those learnings back into their go-to-market process. We provide the platform to help them do it,” he said.
“We are doing for marketing what Salesforce did for sales – making it easy to mobilise marketing teams and improve performance.”