Zift snaps up of Elastic Grid, the Sydney-born firm behind Symantec, Juniper channel marketing

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Zift snaps up of Elastic Grid, the Sydney-born firm behind Symantec, Juniper channel marketing

Launched in 2001 in a spare room overlooking Bondi Beach and now based in Silicon Valley, channel-focused software firm Elastic Grid is celebrating following its acquisition by Zift Solutions, a channel marketing technology vendor headquartered in New Jersey.

Elastic Grid is a cloud-based channel marketing platform that supports Juniper, Symantec, NetApp and other major vendors. Its technology helps channel marketing teams in the IT space through its campaign launcher, partner portals and analytics offerings, as well as a dedicated creative agency.

The company was established by former Express Data marketing manager Cameron Avery, and now claims that more than 5000 partners around the world depend on Elastic Grid to generate over 200,000 net new leads and more than US$2.5 billion in pipeline revenue.

Avery launched the company with $20,000 from his Dad; its first offices were in the sunroom overlooking Bondi Beach.


Nearly 20 years later, its customers include Veritas, Juniper Networks, Dropbox, Symantec, Citrix, Dell, HPE and NetApp. For example, Juniper global VP of channels Matt Hurley, said Elastic Grid helped the networking vendor grow its pipeline of partner-enabled demand by 2400 percent.

Zift Solutions chief executive Gordon Rapkin, said: “With this acquisition, Zift furthers its commitment to delivering the very best solutions, services and support to drive real channel success for customers – and solidifies its position as a forward-thinking channel marketplace leader."

The acquisition comes after Zift merged with SaaS provider Relayware, a partner relationship management software vendor, in July this year.

Zift assist channel partner teams with automating marketing, sales and operational processes, which integrate with established systems and infrastructure.

Elastic Grid's Avery will join Zift’s executive team as its senior vice president of business development, working closely with its channel centre of excellence.

“Elastic Grid’s primary focus and resources align with Zift’s vision and mission to provide the fully integrated solutions, services and expertise channel leaders need to deliver an unparalleled partner experience and capture more channel revenue,” Avery said.

Terms of the acquisition were not disclosed.

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