Channel management firm Zift Solutions, which merged with Relayware in August, is growing even larger by acquiring Elastic Grid, a provider of cloud-based channel marketing and creative services.

Elastic Grid operates offices in Australia, two in the U.S. and another in Romania.

“We feel strongly that Elastic Grid’s world-class team, channel know-how, and 20 years of creative agency expertise put Zift into a category of its own — unmatched in our ability to drive true channel success,” a company spokesperson says.

The deal was announced Thursday. Financial terms were not disclosed.

“With this acquisition, Zift furthers its commitment to delivering the very best solutions, services and support to drive real channel success for customers — and solidifies its position as a forward-thinking channel marketplace leader,” said Gordon Rapkin, who was named CEO of Zift in the Zift-Relayware merger.

Zift delivers Enterprise Channel Management via Channel as a Service (CHaaS), which encompasses, aligns and integrates everything B2B organizations working through indirect channels need to build and grow more profitable channel partner programs.

Why make the deal?

In an online FAQ, Zift explained:

“Elastic Grid’s primary focus and resources align with Zift’s vision and mission to deliver fully integrated solutions, services and expertise to drive channel success. ​The acquisition strengthens Zift’s leadership position in the ChanTech space and furthers Zift’s commitment to delivering end-to-end Enterprise Channel Management, which includes much more than just technology. Elastic Grid’s channel expertise, support services and dedicated creative agency and content resources will be incorporated into Zift Solutions, to deliver an unparalleled supplier and partner experience and help users capture more channel revenue. Elastic Grid also expands Zift’s global footprint with the addition of a new office in the the important AsiaPacific (APAC) region, from which we will be able to deliver additional and services for our worldwide supplier and partner community.”

Elastic Grid founder joins Zift

Cameron Avery, the CEO and founder of Elastic Grid, joins Zift in “a leadership role with the Zift Channel Center of Excellence where he will focus on the integration of the two companies,” Zift said in the announcement.

His title is Senior Vice President of Business Development, according to the FAQ.

“Elastic Grid’s primary focus and resources align with Zift’s vision and mission to provide the fully integrated solutions, services and expertise channel leaders need to deliver an unparalleled partner experience and capture more channel revenue,” Avery said.

To learn more about the acquisition and benefits of the combined entity, visit http://ziftsolutions.com/zift-elastic-grid/.