Analysis of Apttus-Conga deal — Background, transaction analysis and a bit of armchair speculation

Mergers and Acquisition News in procurement industry

Apttus made waves in the CLM market this week with an announcement of its intent to acquire Conga, merging the two firms under the Conga brand to create a hefty player for “configure, price, quote” (CPQ) software, CLM and document management with roughly $400 million in revenue. The deal is perhaps not the transaction one would expect of either player. Both vendors have considerable product overlap, bringing together a set of sell-side CLM capabilities and deep historical hooks into the Salesforce ecosystem.

Still, there is some rationale for the deal. As you peel the onion on customers, the CLM market and where future deals could arise, you can see the potential logic behind Apttus owner Thoma Bravo’s move. At its core, the deal is about quickly producing scale, as the combined firm counts well north of 11,000 customers. It also brings a significant toolbox of CLM adjacent tools (e.g., CPQ, BPM/workflow management) into one ecosystem, which in turn creates a competitive alternative to the other elephant in the CLM room (especially from a customer count standpoint), DocuSign, which with its acquisitions of SpringCM and Seal Software has built its own contract management ecosystem enabled by its ubiquitous e-signature product.

So just what exactly do Apttus and Conga offer customers today, and what are the key takeaways for the CLM market? Spend Matters has not yet been briefed on the “new Conga” product merger plans and firm strategy, but we do have deep background into Conga, given its recent participation in the Spring/Q1 2020 CLM SolutionMap, and a few ideas about how the transaction could play out for another strategic buyer down the road.

Let’s explore these now ...