Artificial intelligence start-up BrightTarget acquired by Sidetrade

B2B artificial intelligence (AI) solutions specialist, BrightTarget, has been acquired by Sidetrade, a provider of predictive sales-to-cash solutions.   

Recently named among Europe’s top three most innovative start-ups, the British company was launched just two years ago by Glen Westlake (CEO) and Mark Sheldon (CTO).

In this short period, BrightTarget developed powerful machine learning algorithms based on historic transactions and customer behaviour, incorporating masses of underlying data.  

With a strategy to enhance business performance via the sales-to-cash cycle, this activity clearly caught the imagine of Sidetrack bosses.   

For Olivier Novasque, CEO of Sidetrade group, the acquisition is about making AI accessible at the heart of business: “Our aim is to become a strategic partner for our clients and to bring them extraordinary value across the whole of their sales-to-cash cycle”

Glen Westlake said: “By making our platforms available to Sidetrade’s existing customer base across four European countries, BrightTarget will rapidly become a world leader in the exciting and promising field of Predictive B2B sales and marketing.”