Salesforce has agreed to a deal to buy Qualified, an agentic AI marketing provider. Both companies are based in San Francisco.
Terms of the deal have not been disclosed, although Salesforce revealed it is expected to close in the first quarter of fiscal 2027, which begins in February.
The transaction is part of Salesforce’s ongoing effort to build its agentforce The platform, which consists of an ecosystem of agents built to autonomously model and optimize complex tasks, reflects its broader strategy to modernize the B2B procurement experience by helping companies become agented enterprises.
Qualified’s signature technology is an AI product called Piper that is designed to engage and convert inbound buyers. Its purpose is to nurture leads by providing engaging interactions on websites, whether through text, chat or face-to-face video.
In practice, this allows human sellers to focus on closing deals while always-on AI agents handle the initial engagement.
Steve Fisher, president and chief product officer of Salesforce, said in a Press release: “By integrating Qualified’s agentic marketing expertise into AgentForce, we will enhance our ability to offer autonomous pipeline generation and empower our clients to grow their revenue teams with agent-first solutions that drive efficient growth.”
Qualify was formed in 2018, and integration with Salesforce has always been part of its vision. CEO Craig Svensrud explained: “As Salesforce alumni, my co-founders and I have always built our products to be deeply integrated with Salesforce. Joining forces with Salesforce is a natural evolution that will allow us to bring the power of agentic marketing to the enterprise.”
Salesforce’s acquisition of Qualified continues a busy year of additional growth in its agent portfolio. In May, it announced that it was Buying data management company InformaticaWhile agentive analytics startup Spindle AI came on board in November.
