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MapAnything: The Founders’ Journey
Talks about Salesforce, Startup and Technology
JE
John Elton
Partner at Greycroft
JE
John Elton
Partner at Greycroft
New York City Metropolitan Area
Overview
John Elton is a Partner at Greycroft in New York City, specializing in venture capital investments in start-ups, with a focus on media/content sectors. He has a strong track record of successful investments in companies like Tetra, Candid, and MapAnything, demonstrating expertise in strategic partnerships and digital marketing.
Elton's career highlights include serving on the boards of Rapid Robotics, Candid Co., and PebblePost, as well as investing in successful companies such as Optimus Ride and TripleLift, showcasing his leadership in the venture capital and start-up ecosystem.
Work Experience
Partner
2013 - Current
John is based in the firm’s NYC office. John brings his past experience as an operator, advisor, and investor to his approach of helping entrepreneurs build successful companies. Greycroft is a venture capital partnership, formed to invest in the world’s most promising Internet and mobile companies. We serve the founders and investors who have chosen us as their partners, helping them build large, successful businesses.
Greycroft is a venture capital firm that focuses on technology start-ups and investments in the Internet and mobile markets.
Board Member
2019
Rapid Robotics provides risk-free robotic palletizing solutions for manufacturing and logistics.
Raised $54,200,000.00 from 468 Capital, New Enterprise Associates, Tiger Global Management, Bee Partners, Kleiner Perkins and Greycroft.
Board Member
2017
CandidPro helps doctors provide clear aligner treatments to their patients via our comprehensive orthodontic platform.
Raised $86,400,000.00 from Beyond Capital, RiverPark Ventures, Blisce, Headline, Kube VC, Greycroft and Bessemer Venture Partners.
Board Observer
2016
PebblePost provides marketers a way to transform recent online data into intelligent direct mail programs that perform.
Raised $66,850,000.00 from 10X Capital, Blue Heron Ventures, Tribeca Venture Partners, Kickstart, Capital One Ventures, Advance Venture Partners, Greycroft and RRE Ventures.
Board Observer
2014
Button's DeepLink Commerce allows apps to extend rich functionality beyond the single app silo into a network of complementary apps. Button provides the tools and connections that allow our mobile app partners to: - Create better user experiences by extending app functionality from app-to-app. - Deliver contextually relevant, personalized and valuable connected experiences. - Best-in-class mobile experiences with just a few lines of code.
Button is the mobile commerce technology company that is powering a commerce-driven internet.
Raised $64,550,000.00 from Capital One Ventures, Redpoint, Icon Ventures, Norwest Venture Partners and DCM Ventures.
Board Member
2013 - 2021
I led the investment at iNovia and continue to serve as a Board Observer at Greycroft. CCS was born in 2010 of research at MIT's Computer Science and Artificial Intelligence Lab, which proved that crowd workers paired with machine learning technology could be used to detect fraud in online financial transactions. Founders Max Yankelevich and Andrew Volkov realized that this same hybrid approach could be used to solve a far bigger problem: how can businesses access, manage and optimize the massive and growing number of online freelance workers around the world?
WorkFusion offers automation solutions to enterprises to help them reduce costs and up-skill workforces.
Raised $341,300,000.00 from Georgian.
Board Member
2015 - 2019
Salesforce, the world’s #1 CRM, signed a definitive agreement to acquire MapAnything, a pioneer in location-based intelligence software built natively on the Salesforce Platform. MapAnything integrates map-based visualization, asset tracking and route optimization to drive efficiency for field sales and service teams and deliver a better customer experience.
MapAnything provides a suite of “Where” apps and platform services to drive productivity and planning across many business needs.
Raised $84,100,000.00 from Andrew Leto, Harbert Growth Partners, TAO Investments, 88 Green Ventures, Mitsui Global Investment, Upstate Carolina Angel Network, Shane Neman, General Motors Ventures, Greycroft and Kleiner Perkins.
Board Member
2013 - 2014
I led the Series A and had the opportunity to work with the Founder for the second time prior to its sale to AOL. Vidible is a video content exchange that allows buyers and sellers of video to have control and transparency through a programmatic platform. Vidible provides a complete SaaS platform from video management to syndication and analytics. Vidible delivers the professional quality video content to the right context or audience at a transparent price in real time across all devices.
Partner
2007 - 2013
John was a Partner at iNovia Capital where he led the firm’s investments in Triple Lift, Chango, Babble, OggiFinogi and Vizu that have all exited.
Board Member
2012 - 2013
I led the seed investment and was on the board until I left iNovia. TripleLift is the advertising solution for the visual web. The company’s technology allows brands to identify and promote their best images across display, social, and native advertising channels to increase consumer interaction and deliver brand engagement.
TripleLift is the programmatic technology company for native, branded content and OTT.
Raised $16,625,000.00 from Vista Equity Partners.
Education
Investments
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