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SugarCRM buys Contastic to bolster natural language processing in sales tools

Contastic's platform automatically recommends the best content for individuals to send to their contacts.

SugarCRM has acquired Contastic, a Mountain View, Calif.-based startup known for its natural language processing technology. Financial terms of the deal were not disclosed.

Contastic's platform automatically recommends the best content for individuals to send to their contacts.

In a sales scenario, the startup's predictive analytics technology creates a visual of the target contact and their existing relationship with the sales person. The model can be used by sales teams to build relationships and create conversations with leads.

Cy Khormaee, Contastic's CEO, has joined SugarCRM as the director of product management for predictive analytics, working to build Contastic's technology into Sugar.

It was just about a year ago exactly when SugarCRM bought Stitch, makers of an application designed to act as a mobile assistant for salespeople. Stitch worked by grouping and sifting through cloud-based documents to provide personalized sales recommendations via analytic insights.

Stitch has since been baked into SurgarCRM's platform and mobile app.

"SugarCRM is making strategic investments in leading technologies to make Sugar an indispensable tool that helps customer-facing individuals be more successful," said Larry Augustin, CEO of SugarCRM. "SugarCRM will use Contastic's NLP technology to analyze data within the Sugar platform so users can automatically send personalized content."