Appirio Ups Social CRM Game With TRE3 Buy


San Francisco-based TRE3, which stands for technology, resources, environment, energy and enlightenment and is pronounced "tree," is an advisory group that helps sales, marketing and support teams work better by tying with collaborative selling solutions that tie together CRM and the social Web.

The terms of the acquisition were not disclosed.

"This is Appirio's first acquisition, so it's fitting that this acquisition addresses an area that's been a core of our business since we started four-plus years ago –, sales operations and CRM," Appirio CEO Chris Barbin wrote in a blog post highlighting Appirio's TRE3 buy. "It also brings us expertise and an even stronger vision around the social business, and the technologies that can transform customer and employee-facing processes -- just as cloud computing did over the last few years."

Along with the acquisition, San Mateo, Calif.-based Appirio named TRE3 founder Eryc Branham, a CRM veteran, as its general manager of social CRM. Branham also founded and manages the Sales Ops Council, a 1,400 person LinkedIn community for sales ops discussions.

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Launched in 2006, Appirio came out of the gate as a cloud solution provider tying in both products and professional services aimed at enterprises looking to adopt cloud applications and platforms. Appirio has brought more than 180 enterprises into the cloud with solutions around, Google and Amazon and more than 5,000 companies use Appirio's products.

For services, Appirio offers cloud strategy, SaaS implementation, custom cloud development and cloud management. Its product set includes CloudWorks, a cloud broker technology for cross-cloud solutions that unifies identity, security, data , context and business object definitions across varying cloud applications like Salesforce, Workday and Google Apps. The company also offers Professional Services Enterprise, an on-demand solution to give management insight and help services teams attack projects.