UK venture capital firm Albion Ventures has backed B2B communications technology provider .
The company said that 96 per cent of businesses rely on indirect channels to market, sell and support their products and services. However, in many cases “the relationship is challenged by a lack of control, accountability and influence and a limited association between investment and return.”
Albion Ventures partner Emil Gigov said, “We are excited about partnering with Relayware. This transaction is the culmination of an extensive amount of research, which identified external social collaboration with indirect channels as a particularly high growth area across many industries.
“Albion continues to find exciting new investment opportunities in its key sectors of focus – technology, healthcare, renewable energy and others.”
Earlier this year Albion generated an “excellent return” of three times from its investment in Opta, which was sold to Perform Group for £40m.
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