After filing financial statements for Buddy Media that showed a $20.5 million loss last quarter, Salesforce today laid off about 100 employees at its other acquired social analytics arm, Radian6.
“With the integration of Radian6 and Buddy Media, the Salesforce Marketing Cloud is re-balancing its resources to support its growth, including moving from a hub to a distributed model for certain customer-facing roles, consolidating marketing and dramatically increasing investments in R&D. Fewer than 100 people were impacted globally,” a spokesperson said.
At the end of the third quarter, Salesforce had a workforce of 8,750 full-time equivalent employees.
The company justified the acquisition of Buddy Media by saying that combining it with Radian6 under the same umbrella would generate economies of scale.
“By bringing together market leaders Radian6 and Buddy Media, we are doubling down on the Salesforce Marketing Cloud to provide CMOs with the ability to manage the entire social marketing lifecycle,” Marcel LeBrun, senior vice president of Salesforce Radian6, said in the press release.
However, the financial statements for Buddy Media showed losses dating back to 2010. Salesforce itself showed an unaudited net loss of $9 million last quarter, more than double its red ink in the third quarter of 2011.