Gage Marketing

Finding a strategic buyer for a family-owned software company

Gage Marketing has been acquired by Fielo

Founded in 1992 and based in Minneapolis, Minnesota, Gage Marketing (“Gage” or “the Company”) is a leader and innovator in the multibillion dollar channel marketing software industry.

Through its Software as a Service (SaaS) platform, the Company helps some of the world’s premier brands sell more effectively and efficiently through channel partners. Gage is one of the few companies that offers a single, integrated solution with a full feature content management system across its various strategic platforms.

Situation Overview

With the passing of a co-founder, the owner’s family and the management team sought a partner to continue the mission and legacy of the founders.

This deal never would have happened without you. I hope your clients appreciate that.
– Sanjay Agarwal, Founder & CEO, Fielo

M&A Transaction Process

Vermillion worked closely with Gage Marketing to prepare the Company for its sale prior to going to market. Vermillion advised Gage on several strategic initiatives and decisions, including:

  • Finding a strategic buyer. Vermillion reached out to a number of key domestic and international strategic buyers and brought the Brazil-based Fielo to the sale process.
  • Advised Gage to engage an accounting firm to complete a sell-side Quality of Earnings report.
  • Worked closely with Gage to develop a comprehensive growth plan focused on further penetrating existing customers and targeting new industry segments.
  • Prepared the Company’s management team for critical meetings with buyers.


Through a targeted marketing process, Gage was sold to Fielo, a Brazil-based incentives and loyalty automation company at a premium to the next highest bidder.

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