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Hightouch Acquires Product-Led Sales Automation Startup Workbase

Hightouch, the leader in Data Activation, announced it acquired Workbase, a workflow automation startup that helps RevOps teams build workflows on top of data warehouses like Snowflake.

This joining of forces reflects how companies with bottoms-up adoption strategies, like Product-Led Sales, increasingly rely on deep, domain-specific connections between data warehouses and their customer relationship management (CRM) tools.

“The Workbase team designed a way for groups like Revenue Operations to activate their data warehouse for specific business use cases like Product-Led Sales,” said Tejas Manohar, Co-Founder and Co-CEO of Hightouch. “From the early days of Hightouch, we’ve focused on serving data teams as our core customer. Over the next few years, we’re looking to build additional products and resources for business teams like marketing and revenue operations to activate the data in their warehouse through purpose-built self-service flows.”

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Hightouch made the acquisition for the team’s expertise and technical depth. “The Workbase team comes with a tremendous wealth of knowledge from the customers they’ve been able to instrument in Product-Led Sales,” said Kashish Gupta, Co-Founder and Co-CEO.

“[Hightouch] is committed to building a platform that customers love, and this is something we often heard first-hand in the market. Their vision is very much aligned with ours, and we’re excited to build together on this journey,” said John Tan, Co-Founder and CEO at Workbase.

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[To share your insights with us, please write to sghosh@martechseries.com]

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