"In joining Cvent, we are becoming part of the global leader in the event technology space. Together, we will accelerate our product and service innovation and investment, and deliver more value to our customers."

has been acquired by

Business Description

Alliance Tech is a leading event technology solutions company that provides business intelligence and marketing analytics obtained from major tradeshows, conferences and events for Fortune 500 companies. Alliance Tech’s product suite encompasses a comprehensive set of solutions including check-in and badging, attendance tracking, in-booth measurement, lead retrieval, registration and mobile event guides. Alliance Tech’s solutions deliver to clients rich and actionable analytics for sales and marketing teams to drive incremental revenue and readily identify high-value prospects.


For Art Borrego, Roger Lewis and Tim Blackwood, Alliance Tech was the second company they founded as a team. After selling their prior company, they formed Alliance Tech and began providing event support services to a handful of clients. Over the ensuing years, through the continuous addition of technology and expertise, they had attracted Fortune 500 customers in healthcare, technology, financial services and manufacturing. Given the significant growth opportunities in front of them, including international expansion, penetration into the SMB market and various technology acquisitions, they recognized that a strong partner was needed. They sought to pair with a strategic buyer that could not only invest in these initiatives, but one that could materially benefit from Alliance Tech’s offering.


CMM ran a targeted auction process and approached a wide range of domestic and international strategic buyers. Prior to going to market, CMM worked closely with the management team to develop financial projections and a memorandum that expressed the unique nature of the company and the upside it represented. Cvent was identified early on as the ideal partner for Alliance Tech, and the cash and earn-out structure of the transaction sealed the decision for the founders. Going forward the team will continue to manage the day-to-day operations of the core Alliance Tech business as well as Cvent’s existing registration business.

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