Nortal to sell Swedish marketing automation division in a management buyout

Multinational strategic change and technology company Nortal has announced selling off its marketing automation division in Sweden via a management buyout.

The company’s current management team in Sweden — Jonas Ander, Head of Nortal’s Swedish Operations and Mathias Jonsson, Head of Marketing Automation — is acquiring the marketing automation unit from Nortal Group.

The transaction is subject to receiving a waiver under Nortal AS existing bond loan in the ongoing written procedure. The price and other details of the transaction remain confidential.

According to Nortal CEO Priit Alamäe, the company has been able to find only limited synergies between Nortal’s core business and marketing automation; thus, management buyout comes as the next organic chapter.

Nortal entered the Swedish market in 2016 via the acquisition of B2B marketing technology and sales strategy company Element.

“Jonas Ander and Mathias Jonsson, who were also part of the core management team at Element, have set up a successful and acclaimed business over the years and will no doubt continue to build on that,” adds Alamäe.

“With our team of highly skilled marketing automation and lead-to-revenue management experts, we are excited about the upcoming new chapter and will continue doing what we love — creating competitive advantages by transforming revenue processes for B2B companies,” says Jonas Ander, Head of Nortal’s Swedish Operations.

Following the management buyout of the marketing automation business, Nortal will continue serving the Swedish market with the rest of the company’s offering.