Blacksmith Applications Acquires Food Sales Enablers

Blacksmith Applications, a provider of SaaS-based trade promotion management and optimization software for CPG manufacturers, has acquired of Food Sales Enablers to bring together the CPG trade effectiveness and sales enablement platforms.

Buffalo, New York-based Food Sales Enablers provides integrated sales enablement and mobile technology solutions to manufacturers and brokers of all sizes and categories.

The combined company will facilitate end-to-end sales enablement and efficiency through a broad assortment of trade management, promotion optimization, sales execution and revenue growth solutions.

Boston-based Blacksmith will retain the Food Sales Enablers brand and application as the principal CRM and sales enablement platform for customers, and it will be offered to new clients seeking a user-friendly set of tools for integrated trade spend, contract tracking, data visibility and analytics for market activation.

"All of us at FSE are excited to be part of this next chapter with Blacksmith," Rick Heavern, CEO of Food Sales Enablers, said in a media release. "We wanted to team up with an industry leader who would value our domain knowledge and share our focus on growth, while creating connections between sales and finance organizations for our customers. Our combined solution and complementary customer portfolios will position the broader organization as the leader in CPG sales and finance technology capabilities."

As part of the transaction, Rick Heavern will join Blacksmith Applications' leadership team as general manager of the Food Sales Enablers product division.

"The industry is hungry for technology that helps sales teams pinpoint exactly where net-new opportunities exist. For a long time, ordinary CRM solutions have served as basic activity monitoring systems. They have a purpose, but they haven't propelled profit," Paul Wietecha, president & CEO of Blacksmith Application, said in the release. "The combination of our trade system data and FSE's platform and cataloged customer insights will finally deliver an easy enablement solution that puts sales teams back on the attack. We can help them sell more by telling them exactly where to go and even what price point should win the deal. That's a CRM solution sales teams will get behind."