Case Studies

Merging marketing science and software to create a world class CX solution 

We advised MaritzCX (MCX), a privately-held customer experience (CX) software business, on its sale to InMoment, a portfolio company of Madison Dearborn Partners.

Primary Sector:
  • Insights Data and Analytics


JEGI CLARITY possesses deep expertise and transaction experience in the marketing technology sector, and long-standing relationships with leading industry participants. When Maritz received in-bound acquisition interest from a larger software vendor regarding MCX, they knew to call JEGI CLARITY to help them design a process to fully explore and maximize their options.   

Sector Context

CX is the new CRM.  To retain their best customers, marketers can no longer rely exclusively on CRM systems to track customer interactions – e.g., marketing, purchase and customer support.  In today’s hypercompetitive and high churn markets, brands must also track the customer journey; how someone became a customer; how they feel about remaining a customer; and why?     

As a result, corporate investment in CX programs has exploded, and yet the market remains highly segmented between spending on services and software.  By combining their respective expertise in research services and SaaS software development, MaritzCX and InMoment are capitalizing on a huge “white space” opportunity to serve large enterprises clients that demand both.  

Our Role

We worked with Maritz and MCX management to assess a wide range of sale, divestiture and merger alternatives as well as “best fit” buyers and investors for each.  In a two-step transaction, we helped MCX divest of its shopper intelligence business unit to Ipsos S.A. and then initiated and executed a complex, but powerful merger transaction with InMoment.  The resulting business is now among the largest pure play CX vendors serving major brands through best in class software and consulting services.     

Transaction Details

MaritzCX is a true pioneer in the customer experience field.  Its enterprise CX solutions combine an advanced software platform with industry-leading research, analytics and marketing data science.  Leveraging its deep vertical market expertise, MCX supports some of the world’s largest customer experience programs for leading brands such as GM, Bank of America and Adobe. 

With investment and integration support from Madison Dearborn Partners, this acquisition brings together two world-class organizations that deliver unique value to clients in their ongoing quest to win and retain their most loyal and profitable customers.  The merged company will immediately support over 2,000 leading brands with a global team of 1,500 employees located in 20 offices spanning North America, Europe, and Asia.  Leadership from both organizations is represented on the combined executive and management teams.  

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Our Transactions

Read more about our Insights, Data and Analytics transactions