It was once common knowledge that Apttus was the next big acquisition target on Salesforce’s radar, until Salesforce decided to acquire another CPQ vendor to augment its Sales Cloud. In the two-ish years since, Apttus has nicely pivoted, diversifying its partner base and justifying its existence with a new strategy around what it calls the “middle office.” As you can assume, the middle office is neither front-office CRM nor back-office ERP. It is a potentially viable territory where back-office data influences front-office business processes.
