Terminus has announced on January 3 that it has acquired BrightFunnel, thus “tying together marketing execution with measurement.”

Terminus explained its vision is to “unify the go-to-market teams of every B2B company in the world, and our team of ‘Terminators’ is committed to pouring every ounce of energy into helping our customers achieve this vision and solve their greatest business challenges.

With this acquisition, the company argued it is addressing one of the top challenges its customers face: “how to attribute, measure, and optimize revenue across every marketing and sales channel, campaign, and initiative, including account-based marketing and advertising.

By combining the solutions, Terminus will help marketers and their partners across the go-to-market team to:

  • Close the loop on measuring account-based marketing and advertising.
  • Understand the influence of campaigns throughout the buyer’s journey.
  • Create a 360-degree view of engagement that supports one revenue team.

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