Sprinklr, which works with more than 650 enterprise brands like Virgin America and Intel, and raised a $40 million Series D round in April, sees a future in independent earned, owned and paid social media management. While a number of enterprise Marketing Clouds have incorporated social media into their broader stacks in a wave of social CRM investment, others have expanded on the "paid" part by partnering with some of the standalone point solutions.
"Simple, converged media management" is what brands and agencies want, Thomas claimed. A number of acquisitions have colored a rapidly maturing social space, from Brand Networks' purchase of Optimal to Unified's acquisition of Awe.sm. While the number (and deal size) has decreased since the giant $689 million sum Salesforce.com paid for Buddy Media in 2012, as Facebook and Twitter collectively continue their ads offense, there could be additional consolidation in the point solutions sphere.