Cloud-Centric M&A: Salesforce Expert OSF Digital Puts New $43M to Use

On the heels of three other acquisitions, Salesforce channel partner OSF Digital has purchased another company.

The activity mirrors an overall increase in technology-sector M&A, but particularly as that relates to cloud.

Late last week, Canada-based OSF said it has snapped up Paladin Group, a Salesforce consulting firm. OSF chose Paladin Group for its Salesforce Experience Cloud capabilities in North America.

OSF Digital’s Gerry Szatvanyi

“Paladin is an expert in creating amazing customer experiences, and customer experiences are central to Salesforce Customer 360 commerce,” OSF Digital CEO Gerry Szatvanyi told Channel Futures.

Paladin Group, on its website, noted that the pairing will enable the company to “provide a more comprehensive digital strategy to our clients and expand to more verticals with the support of a larger, experienced team. The mutual success we can achieve together is much greater than continuing independently.”

The news comes as OSF over the past few weeks also bought three others Salesforce-centric providers: Adept Group, Relation1 and Werise. Each adds a different strength to OSF. For example, New Zealand’s Adept Group gives OSF footprint in Asia-Pacific. Relation1, meantime, brings Salesforce Marketing Cloud prowess to the portfolio. And Werise contributes that same proficiency in South America.

On the whole, OSF is making good on its intent to stand out as a global partner for organizations wanting to undergo digital transformation and do online commerce.

“The strategy is to reinforce our position inside the Salesforce ecosystem and across the multiple clouds that Salesforce develops,” Szatvanyi said.

Who Are OSF Digital and Paladin Group?

OSF has teamed with Salesforce for more than 10 years. Last year it earned recognition from Salesforce as the 2020 Partner Award for Most Relevant Commerce Cloud Project. Amid COVID-19, OSF released almost two dozen off-the-shelf, industry-specific platforms to help brands launch online stores despite the pandemic’s economic chaos.

Paladin Group, headquartered in Carlsbad, California, boasts expertise in Salesforce Experience Cloud, Service Cloud, Einstein, Sales Cloud, Marketing Cloud, Pardot, and Commerce Cloud. It has built a client base in North America that includes Hulu, Five9, and Flexcare Medical Staffing. The company serves verticals including financial services, media and communications, technology, health care and life sciences, and education.

Paladin Group’s Carlo Saggese

Carlo Saggese, CEO and founder of Paladin Group, said his company’s objectives align well with OSF’s “in our mutual drive for constant innovation and client satisfaction. The OSF team will strengthen our capabilities on Salesforce so we can provide our clients holistic digital transformation solutions. We will also expand to more industry verticals globally and benefit from the support of a larger, worldwide team. Paladin is excited to be a part of OSF, and we are looking forward to the success we can achieve together.”

Salesforce Expert Navigator

OSF is a Salesforce Expert Navigator in Salesforce Commerce Cloud and the consumer goods and retail industries. Its customers include L’Oréal USA, Burton Snowboards, e.l.f. Cosmetics, Kal Tire, Markwins Beauty, Stonewall Kitchen and Urban Barn.

OSF employs more than 1,000 people across 40 locations worldwide. The company did not disclose the financial terms of the Paladin Group deal (or any of the others). However, OSF itself recently received $43 million in new funding from existing investor Delta-v Capital and Salesforce Investments, alongside some personal investments. OSF said at the time the money would support its acquisitions roadmap.

“Since 2019, OSF Digital has continued to strengthen its Salesforce Commerce Cloud expertise,” Rand Lewis, managing partner and co-founder of Delta-v Capital, said on May 12, when OSF revealed its monetary infusion. “This new round will support OSF’s planned acquisitions to expand its delivery capabilities across new geographies and products. Further, this additional capital will help OSF accelerate investments in technology innovation and top global talent.”