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MindMatrix Acquires SMaSh Code to Add SMS Capability to Strategic Marketing Arsenal

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Harbinder Khera has been building MindMatrix for more than 15 years.

When presented with the opportunity to acquire SMaSh, Harbinder Khera didn’t hesitate. After all, he has spent the last 15 years building his company, MindMatrix, into a turnkey provider of sales enablement solutions; so gaining an SMS component was ideal.

“Right now, we are in a very good position,” Khera said. “When combined with SMS, our marketing automation technology is very powerful. Based on buying behavior data, you can automate and customize customer engagement across a variety of media. Now we can offer a complete solution for sales enablement and marketing.”

Founded in 1998, MindMatrix initially focused its sales solutions on the high technology and manufacturing industries. However, thanks to the dotcom bust, Khera was forced to shift the focus of his startup away from technology to the real estate market. At the time, Khera wasn’t thrilled about the course of his business, but soon began to realize the benefits of selling his solutions into the real estate market.

“After the dotcom bust, the real estate market was very strong and had similar needs to our manufacturing customers in that large, spread-out sales teams are forced to rely on limited marketing resources,” he explained. “From this move, we gained several long-term national clients that provided self-sustaining, organic growth for MindMatrix.”

Fast-forward 10 years and the local tech outfit is in its best position to date, boasting more than 800 customers worldwide and looking to grow into new areas. Interestingly enough, MindMatrix has come full-circle and is focusing on technology and manufacturing again.

“It has been an exciting rollercoaster ride for us,” Khera said. “We are starting to see growth in areas other than real estate and have signed up some big accounts recently in the B2B space, as well as some B2C franchises, such as Complete Nutrition.”

The diverse nature of MindMatrix’s customer base reflects the common demand for its sales and marketing automation solutions. At its core, MindMatrix provides a “sales playbook” to its customers’ sales teams that is consistent yet targeted to specific sales channels.

“The challenge most sales people have is what to say, when to say it, and how to say it,” Khera said. “Our solution solves this problem by providing complete insight into prospect behavior in real-time, keeping prospects engaged with the brand with automated marketing campaigns, and providing personalized sales materials depending on the focus of the sales professional.

“Our goal is to become the de facto sales enablement platform for the manufacturing sector, as well as B2B and B2C franchises,” he continued. “I believe this is a realistic vision because our technology perfectly complements the sales cycle in these industries.”

Khera has big plans for MindMatrix in 2014. He didn’t rule out additional strategic acquisitions that align with the company’s service offerings, and said that the tech company is growing its footprint in the region as it looks to bolster its sales team.

“My goal in 2014 is to be one of the fastest growing companies in the region,” he said.

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