IBM Spins Off Watson Marketing, Backed By Centerbridge Partners

Mark Simpson

Mark Simpson

July 2, 2019 - Laurie Sullivan of MediaPost writes: IBM's former company, Watson Marketing, launched as a stand-alone business on Monday to take on Adobe, Oracle, Salesforce and others.

The move, announced in April, centers on the sale of the marketing platform and the commerce software to Centerbridge Partners, an investment management firm.

The spinoff will announce its new name and brand on July 15. It will offer marketing automation tools, marketing analytics, advertising, and content management tools.

CEO Mark Simpson [pictured] of the company formerly known as Watson Marketing acknowledged that the company is a "promising" competitor to major cloud marketing companies such as Adobe, Oracle and Salesforce. Simpson was formerly VP of offering management and strategy at Watson Marketing when it was owned by IBM.

"With over 1,000 people on day one, we’re far from a small company," he wrote in a blog post, "and yet we’re also able to be one of the nimblest and most responsive to industry changes of any other marketing cloud."

Simpson's enthusiasm is the result of not being weighed down by unrelated businesses and large company structures similar to its competitors, but the management team has the experience and the capabilities to match their services. More...