---
id: "entity-krux"
type: "entity"
entityType: "product"
canonicalName: "Krux"
aliases: ["Salesforce DMP"]
source_timestamps: ["§ Three types of ecosystem synergies"]
tags: ["target", "data-management", "case-study"]
related: ["entity-salesforce", "framework-three-types-ecosystem-synergies"]
source_url: "https://hbr.org/2026/06/when-evaluating-an-ma-opportunity-consider-the-broader-digital-ecosystem"
source_title: "When Evaluating an M&A Opportunity, Consider the Broader Digital Ecosystem"
sources: ["ecosystem"]
sourceVaultSlug: "hbr-seg-ecosystem"
originDay: 11
articleStem: "hbr-cl-80-ma-digital-ecosystem"
sourceUrl: "https://hbr.org/2026/06/when-evaluating-an-ma-opportunity-consider-the-broader-digital-ecosystem"
sourceTitle: "When Evaluating an M&A Opportunity, Consider the Broader Digital Ecosystem"
---
# Krux

**Entity type:** product · **Canonical name:** Krux (data management platform)

**Role in source — acquisition target.** A data management platform acquired by [[entity-salesforce-d11]]. The acquisition allowed Krux's third-party developers to **connect their audience-behavior data tools with Salesforce's CRM data**, illustrating cross-ecosystem connectivity — the 'Connecting' synergy in [[framework-three-types-ecosystem-synergies]].

**Enrichment note:** Canonical reference — Krux, a data management platform acquired by Salesforce; used as the illustration of cross-ecosystem connectivity.