Adobe says it is acquiring the marketing automation company Marketo for $4.75B -- TechCrunch

Impact on the Adobe/Microsoft co-opetition relationship tbd

"It was a pretty nice return for Vista Equity partners, which purchased Marketo in May 2016 for $1.8 billion in cash. They held onto it for two years and hauled in a hefty $2.95 billion in profit.

We published a story last week, speculating that such a deal would make sense for Adobe, which just bought Magento in May for $1.6 billion. The deal gives Adobe a strong position in enterprise marketing as it competes with Salesforce, Microsoft, Oracle and SAP. Put together with Magento, it gives them marketing and ecommerce, and all it cost was over $6 billion to get there."

Adobe says it is acquiring the marketing automation company Marketo for $4.75B -- TechCrunch