Personal blog of Yzmir Ramirez

Enterprise startups have several viable exit strategies: Some will go public, but most successful outcomes will be via acquisition, often by one of the highly acquisitive large competitors like Salesforce, Microsoft, Amazon, Oracle, SAP, Adobe or Cisco.

From rivals to “spin-ins,” Cisco has a particularly rich history of buying its way to global success. It has remained quite active, acquiring more than 30 startups over the last four years for a total of 229 over the life of the company. The most recent was Epsagon earlier this month, with five more in its most recent quarter (Q4 FY2021): Slido, Sedona Systems, Kenna Security, Involvio and Socio. It even announced three of them in the same week.

What’s the secret sauce? How it is going faster than ever? For startups that encounter a company like Cisco, what do you need to know if you have talks that go places with it? We spoke to the company CFO, senior vice president of corporate development, and the general manager and executive vice president of security and collaboration to help us understand how all of the pieces fit together, why they acquire so many companies and what startups can learn from their process.

Cisco, as you would expect, has developed a rigorous methodology over the years to identify startups that could fit its vision. That involves product, of course, but also team and price, all coming together to make a successful deal. From targeting to negotiating to closing to incorporating the company into the corporate fold, a startup can expect a well-tested process.

Even with all this experience, chances are it won’t work perfectly every time. But since Cisco started doing M&A nine years into its history with the purchase of LAN switcher Crescendo Communications in 1993 — leading to its massive switching business today — the approach clearly works well enough that they keep doing it.

It starts with cash

If you want to be an acquisitive company, chances are you have a fair amount of cash on hand. That is certainly the case with Cisco, which currently has more than $24.5 billion in cash and equivalents, albeit down from $46 billion in 2017.

CFO Scott Herren says that the company’s cash position gives it the flexibility to make strategic acquisitions when it sees opportunities.

“We generate free cash flow net of our capex in round numbers in the $14 billion a year range, so it’s a fair amount of free cash flow. The dividend consumes about $6 billion a year,” Herren said. “We do share buybacks to offset our equity grant programs, but that still leaves us with a fair amount of cash that we generate year on year.”

He sees acquisitions as a way to drive top-line company growth while helping to push the company’s overall strategic goals. “As I think about where our acquisition strategy fits into the overall company strategy, it’s really finding the innovation we need and finding the companies that fit nicely and that marry to our strategy,” he said.

“And then let’s talk about the deal … and does it make sense or is there a … seller price point that we can meet and is it clearly something that I think will continue to be a core part of our strategy as a company in terms of finding innovation and driving top-line growth there,” he said.

The company says examples of acquisitions that both drove innovation and top-line growth include Duo Security in 2018, ThousandEyes in 2020 and Acacia Communications this year. Each offers some component that helps drive Cisco’s strategy — security, observability and next-generation internet infrastructure — while contributing to growth. Indeed, one of the big reasons for all these acquisitions could be about maintaining growth.

Playing the match game

Cisco is at its core still a networking equipment company, but it has been looking to expand its markets and diversify outside its core networking roots for years by moving into areas like communications and security. Consider that along the way it has spent billions on companies like WebEx, which it bought in 2007 for $3.2 billion, or AppDynamics, which it bought in 2017 for $3.7 billion just before it was going to IPO. It has also made more modest purchases (by comparison at least), such as MindMeld for $125 million and countless deals that were too small to require them to report the purchase price.

Derek Idemoto, SVP for corporate development and Cisco investments, has been with the company for 100 of those acquisitions and has been involved in helping scout companies of interest. His team begins the process of identifying possible targets and where they fall within a number of categories, such as whether it allows them to enter new markets (as WebEx did), extend their markets (as with Duo Security), or acqui-hire top technical talent and get some cool tech, as they did when they purchased BabbleLabs last year.

Stensul, a startup aiming to streamline the process of building marketing emails, has raised $16 million in Series B funding.

When the company raised its $7 million Series A two years ago, founder and CEO Noah Dinkin told me about how it spun out of his previous startup, FanBridge. And while there are many products focused on email delivery, he said Stensul is focused on the email creation process.

Dinkin made many similar points when we discussed the Series B last week. He said that for many teams, creating a marketing email can take weeks. With Stensul, that process can be reduced to just two hours, with marketers able to create the email on their own, without asking developers for help. Things like brand guidelines are already built in, and it’s easy to get feedback and approval from executives and other teams.

Dinkin also noted that while the big marketing clouds all include “some kind of email builder, it’s not their center of gravity.”

He added, “What we tell folks [is that] literally over half the company is engineers, and they are only working on email creation.”

Image Credits: Stensul

The team has recently grown to more than 100 employees, with new customers like Capital One, ASICS Digital, Greenhouse, Samsung, AppDynamics, Kroger and Clover Health. New features include an integration with work management platform Workfront.

Plus, with other marketing channels paused or diminished during the pandemic, Dinkin said that email has only become more important, with the old, time-intensive process becoming more and more of a burden.

“We need more emails — whether that’s more versions or more segments or more languages, the requests are through the roof,” he said. “The teams are the same size … and so that’s where especially the leaders of these organizations have looked inward a lot more. The ways that they have been doing it for years or decades just doesn’t work anymore and prevents them from being competitive in the marketplace.”

The new round was led by USVP, with participation from Capital One Ventures, Peak State Ventures, plus existing investors Javelin Venture Partners, Uncork Capital, First Round Capital and Lowercase Capital . Individual investors include Okta co-founder and COO Frederic Kerrest, Okta CMO Ryan Carlson, former Marketo/Adobe executive Aaron Bird, Avid Larizadeh Duggan, Gary Swart and Talend CMO Lauren Vaccarello.

Dinkin said the money will allow Stensul to expand its marketing, product, engineering and sales teams.

“We originally thought: Everybody who sends email should have an email creation platform,” he said. “And ‘everyone who sends email’ is synonymous with ‘every company in the world.’ We’ve just seen that accelerate in that last few years.”

In August, Harness made its first acquisition when it bought open source continuous integration startup Drone.io. The company didn’t waste any time building on that purchase, announcing a new enterprise continuous integration tool today to go alongside the open source project Drone has been building.

The Harness software development platform consists of various modules and the latest one helps with continuous integration, which is the build and test process that happens before developers start deploying their code changes.

As Brad Rydzewski, co-founder at Drone.io, explained it at the time of the acquisition:

“Drone is a continuous integration software. It helps developers to continuously build, test and deploy their code. The project was started in 2012, and it was the first cloud-native, container-native continuous integration solution on the market, and we open sourced it.”

Bansal indicated at the time of the acquisition that he wanted to build on that open source project and provide an enterprise commercial version, while continuing to support the open source project.

“This is really the first product in the industry that is bringing AI and machine learning into optimizing the build and test process,” Bansal said. That intelligence layer is what separates it from the open source version of the software, and the idea is to use machine learning to speed up the building and testing process.

The company is also announcing a new module around managing feature flags. These are elements developers leave in the code to limit the roll out of software, allowing them to see how the update is performing before rolling it out to the user base at large. The problem is these as these flags proliferate, they become difficult to manage, and the new module is designed to help developers understand and control the flags that exist in their code.

Bansal says his goal for the company has been to put the kind of automated software delivery pipeline that’s in place at the world’s largest tech companies within reach of every developer.

“[Our goal] is that every company in the world can have the same level of software delivery sophistication as a Google or Amazon or Facebook,” Bansal said.

Bansal founded AppDynamics, a company he sold to Cisco in 2017 for $3.7 billion. He launched Harness later that same year. The company has raised almost $80 million on a valuation of $500 million, according to Pitchbook data.

Bansal also started the venture capital firm Unusual Ventures in 2018 and as though he doesn’t have enough to do, he launched his third startup Traceable, a security company, in July.

Once upon a time, Box’s Aaron Levie was just a guy with an idea for a company: 15 years ago as a USC student, he conceived of a way to simply store and share files online.

It may be hard to recall, but back then, the world was awash with thumb drives and moving files manually, but Levie saw an opportunity to change that.

Today, his company helps enterprise customers collaborate and manage content in the cloud, but when Levie appeared on an episode of Extra Crunch Live at the end of May, my colleague Jon Shieber and I asked him if he had any advice for startups. While he was careful to point out that there is no “one size fits all” advice, he did make one thing clear:

“I would highly recommend to any company of any size that you have as much control of your destiny as possible. So put yourself in a position where you spend as little amount of dollars as you can from a burn standpoint and get as close to revenue being equal to your expenses as you can possibly get to,” he advised.

Don’t let current conditions scare you

Levie also advised founders not to be frightened off by current conditions, whether that’s the pandemic or the recession. Instead, he said if you have an idea, seize the moment and build it, regardless of the economy or the state of the world. If, like Levie, you are in it for the long haul, this too will pass, and if your idea is good enough, it will survive and even thrive as you move through your startup growth cycle.

When Cisco bought AppDynamics in 2017 for $3.7 billion just before the IPO, the company sent a clear signal it wanted to move beyond its pure network hardware roots into the software monitoring side of the equation. Yesterday afternoon the company announced it intends to buy another monitoring company, this time snagging internet monitoring solution ThousandEyes.

Cisco would not comment on the price when asked by TechCrunch, but published reports from CNBC and others pegged the deal at around $1 billion. If that’s accurate, it means the company has paid around $4.7 billion for a pair of monitoring solutions companies.

Cisco’s Todd Nightingale, writing in a blog post announcing the deal said that the kind of data that ThousandEyes provides around internet user experience is more important than ever as internet connections have come under tremendous pressure with huge numbers of employees working from home.

ThousandEyes keeps watch on those connections and should fit in well with other Cisco monitoring technologies. “With thousands of agents deployed throughout the internet, ThousandEyes’ platform has an unprecedented understanding of the internet and grows more intelligent with every deployment, Nightingale wrote.

He added, “Cisco will incorporate ThousandEyes’ capabilities in our AppDynamics application intelligence portfolio to enhance visibility across the enterprise, internet and the cloud.”

As for ThousandEyes, co-founder and CEO Mohit Lad told a typical acquisition story. It was about growing faster inside the big corporation than it could on its own. “We decided to become part of Cisco because we saw the potential to do much more, much faster, and truly create a legacy for ThousandEyes,” Lad wrote.

It’s interesting to note that yesterday’s move, and the company’s larger acquisition strategy over the last decade is part of a broader move to software and services as a complement to its core networking hardware business.

Just yesterday, Synergy Research released its network switch and router revenue report and it wasn’t great. As companies have hunkered down during the pandemic, they have been buying much less network hardware, dropping the Q1 numbers to seven year low. That translated into a $1 billion less in overall revenue in this category, according to Synergy.

While Cisco owns the vast majority of the market, it obviously wants to keep moving into software services as a hedge against this shifting market. This deal simply builds on that approach.

ThousandEyes was founded in 2010 and raised over $110 million on a post valuation of $670 million as of February 2019, according to Pitchbook Data.

It’s been four years since TechCrunch published my blog post The SaaS Adventure, which introduced the concept of a “T2D3” roadmap to help SaaS companies scale — and, as an aside, explored how well my mom understood my job as an “adventure capitalist.” The piece detailed seven distinct stages that enterprise cloud startups must navigate to achieve $100 million in annualized revenue. Specifically, the post encouraged companies to “triple, triple, double, double, double” their revenue as they hit certain milestones.

I was blown away by the response to the piece and gratified that so many founders and investors found the T2D3 framework helpful. Looking back now, I think a lot of the advice has stood the test of time. But plenty has also changed in the broader tech and software markets since 2015, and I wanted to update this advice for founders of hyper-growth companies in light of the market shifts that have occurred.

Perhaps the most notable change in the last four years is that the number of playbooks for companies to follow as they sell software has expanded. Today, more companies are embracing product-led growth and a less-formal, bottoms-up model — employees are swiping credit cards to buy a product, and not necessarily interacting with a human salesperson.

Many of the most high-profile, recent software IPOs structure their go-to-market operations this way. T2D3’s stages, by contrast, focus quite a bit on scaling a company’s internal sales function to grow. Indeed, both a product-led and a sales-led approach are viable in today’s growing B2B-tech market.

What’s more, the revenue needed for a software company to go public has increased dramatically in the last four years. This means that software founders need to focus not only on building a scalable product and finding scalable go-to-market channels, but also building a scalable org chart. These days, what is scarce for software founders isn’t money from investors; it’s great human talent.

So in addition to T2D3, my firm and I are now focusing on another founder journey: F2C, or the transition from founder/CEO to CEO/founder. This journey can take many paths, but ideally it starts with the traditional hustle to find early product/market fit.

Series B rounds used to be about establishing a product-market fit, but for some startups the whole process seems to be accelerating. Harness, the startup founded by AppDynamics co-founder and CEO Jyoti Bansal is one of those companies that is putting the pedal the metal with his second startup, taking his learnings and a $60 million round to build the company much more quickly.

Harness already has an eye-popping half billion dollar valuation. It’s not terribly often I hear valuations in a Series B discussion. More typically CEOs want to talk growth rates, but Bansal volunteered the information, excited by the startup’s rapid development.

The round was led by IVP, GV (formerly Google Ventures) and ServiceNow Ventures. Existing investors Big Labs, Menlo Ventures and Unusual Ventures also participated. Today’s investment brings the total raised to $80 million, according to Crunchbase data.

Bansal obviously made a fair bit of money when he sold AppDynamics to Cisco in 2017 for $3.7 billion and he could have rested after his great success. Instead he turned his attention almost immediately to a new challenge, helping companies move to a new continuous delivery model more rapidly by offering Continuous Delivery as a Service.

As companies move to containers and the cloud, they face challenges implementing new software delivery models. As is often the case, large web scale companies like Facebook, Google and Netflix have the resources to deliver these kinds of solutions quickly, but it’s much more difficult for most other companies.

Bansal saw an opportunity here to package continuous delivery approaches as a service. “Our approach in the market is Continuous Delivery as a Service, and instead of you trying to engineer this, you get this platform that can solve this problem and bring you the best tooling that a Google or Facebook or Netflix would have,” Basal explained.

The approach has gained traction quickly. The company has grown from 25 employees at launch in 2017 to 100 today. It boasts 50 enterprise customers including Home Depot, Santander Bank and McAfee.

He says that the continuous delivery piece could just be a starting point, and the money from the round will be plowed back into engineering efforts to expand the platform and solve other problems DevOps teams face with a modern software delivery approach.

Bansal admits that it’s unusual to have this kind of traction this early, and he says that his growth is much faster than it was at AppDynamics at the same stage, but he believes the opportunity here is huge as companies look for more efficient ways to deliver software. “I’m a little bit surprised. I thought this was a big problem when I started, but it’s an even bigger problem than I thought and how much pain was out there and how ready the market was to look at a very different way of solving this problem,” he said.

Two years ago this week, AppDynamics was about to IPO. Then Cisco swooped in with a big fat check for $3.7 billion and plans changed quickly. Today, as part of Cisco, the company announced it was expanding its monitoring vision across the business with a number of enhancements to its product suite.

AppDynamics CEO David Wadhwani says the company wants to monitor your technology wherever it lives in the enterprise, from serverless to mainframe. That kind of comprehensive view of a customer’s computing environment requires a level of built-in intelligence, and being part of a large organization like Cisco helped move more quickly toward this approach.

Last year when Cisco bought Perspica, a machine learning startup, it folded the engineering team into AppDynamics with a plan to make the product more intelligent. Given the sheer amount of information, a product like AppDynamics is monitoring, it’s a perfect use case for machine learning, which feeds on copious amounts of data.

Today the company announced the fruit of that labor in the form of a new Cognition Engine. Instead of simply pointing out that there is a problem, and leaving it to the DevOps team to figure out the root cause, the Cognition Engine handles both in an automated way. When you combine that with a rules engine, you can move from detection to root cause analysis to remediation much more quickly than in the past. Eventually Wadhwani expects the Cognition Engine can learn from the rules engine and begin to build even more automated fixes.

Root Cause Analysis. Screen: AppDynamics

The company is also announcing some new monitoring capabilities, including AWS Lambda, the serverless service, which has been gaining momentum in recent years among developers. The approach poses challenges to a monitoring tool like AppDynamics because the application doesn’t sit on a defined virtual machine, but instead uses ephemeral resources, served up by AWS at any given moment based on resource requirements. AppDynamics now offers a way to trace transactions on this type of infrastructure.

Finally, now that it’s part of the Cisco family, the product is looking not only at the application layer, it is expanding that vision to incorporate the networking infrastructure as well to help understand issues and set policies just as it does with applications.

All of this is part of what Cisco is calling a “central nervous system” for enterprise computing. It’s a marketing term designed to encompasses the overall vision of trying to locate issues, find the causes and fix them in as automated a way as possible across the enterprise computing landscape.

As companies shift to CI/CD (continuous integration/continuous delivery), they face a problem around monitoring and fixing problems in builds that have been deployed. How do you deal with an issue after moving onto the next delivery milestone? Harness, the startup launched last year by AppDynamics founder Jyoti Bansal, wants to fix that with a new tool called 24×7 Service Guard.

The new tool is designed to help companies working with a continuous delivery process by monitoring all of the builds, regardless of when they were launched. What’s more, the company claims that using AI and machine learning, it can dial back a problematic build to one that worked in an automated fashion, freeing developers and operations to keep working without worry.

The company launched last year with a tool called Continuous Verification to verify that a continuous delivery build got deployed. With today’s announcement, Bansal says the company is taking this to another level to help understand what happens after you deploy.

The tool watches every build, even days after deployment, taking advantage of data from tools like AppDynamics, New Relic, Elastic and Splunk, then using AI and machine learning to identify problems and bring them back to a working state without human intervention. What’s more, your team can get a unified view of performance and the quality of every build across all of your monitoring and logging tools.

“People are doing Continuous Delivery and struggling with it. They are also using these AI Ops kinds of products, which are watching things in production, and trying to figure out what’s wrong. What we are doing is we’re bringing the two together and ensuring nothing goes wrong,” Bansal explained.

24×7 Service Guard Console. Screenshot: Harness

He says that he brought this product to market because he saw enterprise companies struggling with CI/CD. He said the early messaging that you should move fast and break things really doesn’t work in enterprise settings. They need tooling that ensures that critical applications will keep running even with continuous builds (however you define that). “How do you enable developers so that they can move fast and make sure the business doesn’t get impacted. I feel that industry was underserved by this [earlier] message,” he said.

While it’s hard for any product to absolutely guarantee up-time, this one is providing tooling for companies who see the value of CI/CD, but are looking for a way to keep their applications up and running, so they aren’t constantly on this deploy/repair treadmill. If it works as described, it could help advance CI/CD, especially for large companies that need to learn to move faster and want assurances that when things break, they can be fixed in an automated fashion.

Instana, an application performance monitoring (APM) service with a focus on modern containerized services, today announced that it has raised a $30 million Series C funding round. The round was led by Meritech Capital, with participation from existing investor Accel. This brings Instana’s total funding to $57 million.

The company, which counts the likes of Audi, Edmunds.com, Yahoo Japan and Franklin American Mortgage as its customers, considers itself an APM 3.0 player. It argues that its solution is far lighter than those of older players like New Relic and AppDynamics (which sold to Cisco hours before it was supposed to go public). Those solutions, the company says, weren’t built for modern software organizations (though I’m sure they would dispute that).

What really makes Instana stand out is its ability to automatically discover and monitor the ever-changing infrastructure that makes up a modern application, especially when it comes to running containerized microservices. The service automatically catalogs all of the endpoints that make up a service’s infrastructure, and then monitors them. It’s also worth noting that the company says that it can offer far more granular metrics that its competitors.

Instana says that its annual sales grew 600 percent over the course of the last year, something that surely attracted this new investment.

“Monitoring containerized microservice applications has become a critical requirement for today’s digital enterprises,” said Meritech Capital’s Alex Kurland. “Instana is packed with industry veterans who understand the APM industry, as well as the paradigm shifts now occurring in agile software development. Meritech is excited to partner with Instana as they continue to disrupt one of the largest and most important markets with their automated APM experience.”

The company plans to use the new funding to fulfill the demand for its service and expand its product line.