What Idea Science does

Idea Science is an Australian customer experience (CX) consultancy founded in 2008 by Peter Drum and headquartered in Sydney, with additional offices in Melbourne, Adelaide, and an offshore delivery presence in Metro Manila, Philippines. The company organizes its offering around three integrated practice areas: CX Strategy (customer journey design, transformation roadmaps, design thinking), CX Technology (implementation of Salesforce CRM, Marketing Cloud, Experience Cloud, MuleSoft, and HubSpot), and CX Quality (test engineering and risk-based testing using Tricentis Tosca). Notable proprietary assets include a Dynamic Content Generator for Salesforce Marketing Cloud and a documented Salesforce Test Automation Framework. Idea Science serves mid-to-large enterprise clients across verticals such as automotive and mobility (Inchcape, Bridgestone, Cox Automotive), financial services (People First Bank), and education (RMIT University), with named customer references in the United States, United Kingdom, and Asia Pacific.

The company makes money primarily through professional services engagements, structured as project-based or retainer work for organizations undergoing CRM, marketing automation, and digital transformation. Go-to-market is enterprise field sales supported by technology-vendor partnerships: Idea Science is a long-standing Salesforce partner, a HubSpot Platinum partner (achieved March 2025), and a multi-year Tricentis award winner (2020 Salesforce Transformation Partner of the Year, 2022 APAC Innovation Partner). Revenue is not publicly disclosed; the company is privately held by its founder (now Chairman and Chief Customer Officer) and operating leadership, with no reported institutional investment, parent company, or public listing.

The business was substantially reshaped in 2024: Idea Science acquired Melbourne-based Salesforce and MuleSoft consultancy Etica Digital in February 2024 (absorbing 30-plus staff), professionalized its C-suite (Scott Andrews promoted to CEO, Edel Power to COO, Peter Drum to CCO/Chairman), formalized a strategic alliance with product consultancy SixSix, and reached HubSpot Platinum tier in March 2025. The combined firm now operates three Australian offices plus a Manila delivery center and bills itself as an end-to-end CX partner spanning strategy, technology, and quality assurance.

Name

Idea Science

Legal name

Idea Science Pty Ltd

Website

https://ideascience.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Idea Science is an Australian CX consultancy (founded 2008, Sydney) that delivers Salesforce, HubSpot, and Tricentis-based strategy, technology, and quality engineering services to mid-to-large enterprise clients in automotive, financial services, and education across APAC.

Ownership category

akta.pro rank

Product category

Customer Experience Consulting Services

NAICS

Management Consulting Services (54161), Computer Systems Design Services (541512)

SIC

Services-Management Consulting Services (8742), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Customer Experience (CX) & Digital Experience (BPAHAEAC)

akta.pro secondary industries

Customer Experience (CX) & Journey Strategy (MPAAAFAI), Customer Experience (CX) & Voice-of-Customer Analytics (BPAHALAK)

Keywords

• Customer experience consulting
• CRM implementation services
• Digital transformation consulting
• Test automation services
• Marketing automation consulting

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Professional Consulting Services: Idea Science generates revenue through consulting engagements providing CX Strategy, CX Technology, and CX Quality services to enterprise clients. Services include digital transformation, CRM implementation, marketing automation, and test engineering.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Idea Science is a CX transformation consultancy that helps mid-to-large enterprise clients design, implement, and validate customer experience solutions across three integrated practices: CX Strategy (transformation roadmapping, design thinking, journey mapping), CX Technology (CRM and marketing automation implementation on Salesforce, HubSpot, and MuleSoft), and CX Quality (test engineering and automation using Tricentis Tosca). The firm supplements its consulting with proprietary add-on tooling such as the Dynamic Content Generator for Salesforce Marketing Cloud.

Product overview

Idea Science is a CX consultancy founded in 2008 by Peter Drum (now Chairman and Chief Customer Officer) and headquartered in Sydney, Australia with offices in Melbourne, Adelaide, and Manila. The company offers a portfolio of three integrated practice areas: CX Strategy (identifying transformation pathways and designing customer journeys), CX Technology (implementing CRM and digital marketing platforms including Salesforce and HubSpot), and CX Quality (test engineering and automation using Tricentis Tosca). The core portfolio is supplemented by specialized tools such as the Dynamic Content Generator for Salesforce Marketing Cloud. The three practices are designed to be used together, with Strategy informing technology selection, Technology delivering the build, and Quality ensuring the solution performs optimally before launch.

Differentiator

Problem solved

Functional benefit

Products and services

• CX Strategy Consulting practice that helps enterprise clients identify the transformation path to achieve their customer experience vision, including customer lifecycle mapping, design thinking workshops, B2B CX competitive differentiation, project kickoff and planning, and marketing strategy development.
• CX Technology Technology implementation practice covering CRM design and build, digital marketing platforms, and integration services on Salesforce, HubSpot, and MuleSoft for enterprise clients undergoing customer experience transformation.
• CX Quality Test engineering and quality assurance practice enabling enterprise clients to launch transformation solutions with higher speed and improved quality, including test strategy, test automation using Tricentis Tosca, Salesforce test automation, API testing, and end-to-end business process testing.
• Dynamic Content Generator (Marketing Cloud Productivity Suite) Proprietary user-friendly add-on tool built for Salesforce Marketing Cloud that enables marketers to create dynamic content blocks without manual coding, allowing one email template to be split into over 100 content variations with centralized file management for easy maintenance.

Quantifiable outcome

• 75% of practice heads are women, demonstrating diverse leadership

Named customers5 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature2 records

Partnerships

Six partnerships are on record, tiered core, strategic and minor.

• HubSpotcoreTechnology or Integration · 1 March 2025Idea Science achieved HubSpot Platinum Partnership status, the highest tier. This partnership provides access to enhanced HubSpot resources, tools, and opportunities. The partnership focuses on delivering world-class inbound marketing and sales solutions to clients using HubSpot's innovative platform.
• SixSixstrategicStrategic or Co-development Partner · 1 August 2024Strategic alliance formalized in August 2024 after several months of collaboration. The partnership integrates Idea Science's CRM and marketing capabilities with SixSix's product management consulting and CX design expertise to create end-to-end solutions.
• Etica DigitalstrategicStrategic or Co-development Partner · 1 February 2024Acquisition completed in February 2024. Etica Digital, founded in 2020 and CRN Fast 50 #2, specialized in Salesforce, MuleSoft and digital technologies. Founder Simon Hammond joined as Head of International Solutions.
• SalesforcecoreTechnology or IntegrationDeep partnership with Salesforce for CRM, Marketing Cloud, Experience Cloud, and MuleSoft implementations. Idea Science has over 16 years of CRM and marketing expertise, strengthened by the acquisition of Etica Digital with additional Salesforce capabilities.
• TricentiscoreTechnology or IntegrationStrategic partnership for test automation using Tricentis Tosca and related platforms. Idea Science has received multiple partner awards (2020, 2022) for innovation and Salesforce transformation excellence.
• VersentminorStrategic or Co-development PartnerSixSix is a key strategic partner of Versent, a leading technology consultancy specializing in modern build and run for cloud-native applications. Connected through the SixSix partnership.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Slalom: US-headquartered global consulting firm with a large, mature CX/CRM and digital transformation practice anchored on Salesforce, MuleSoft, and marketing cloud platforms. Highly comparable to Idea Science in service mix (strategy, technology, quality) and partner-led GTM, but with materially larger scale and a more global delivery footprint.
• Silverline: Salesforce-focused consulting firm delivering CRM, marketing cloud, and industry-specific CX solutions. Highly comparable in platform specialization and mid-market to enterprise focus, with a similar partner-led services model.
• Persistent Systems: Global digital engineering and Salesforce/CRM consulting firm with a strong partner ecosystem presence. Overlaps directly with Idea Science in Salesforce implementation, MuleSoft integration, and CX platform delivery, but at materially greater scale and geographic reach.
• Versent: Australian technology consultancy specializing in modern cloud-native build-and-run, with deep AWS and Salesforce-adjacent capabilities. Direct ANZ peer and explicitly named in Idea Science's partnership data as a connected competitor via the SixSix alliance.

Broad incumbents

• Deloitte Digital: The digital arm of Deloitte, a Big Four professional services firm, offers end-to-end CX strategy, Salesforce/Adobe implementation, and enterprise transformation. Operates broadly across industries at global scale, with Idea Science competing for the same Salesforce-led enterprise RFPs in the ANZ market.
• Cognizant: Global IT services firm with a sizable Salesforce, digital engineering, and CX consulting practice. Competes with Idea Science on enterprise transformation deals and brings the scale and offshore delivery model that Idea Science aspires to via its Manila center.
• Infosys (Simplus): Global IT services leader that acquired Simplus, a Salesforce pure-play consultancy, to scale its CX/cloud practice. Direct overlap with Idea Science on Salesforce-led transformations, with substantially larger delivery capacity and geographic footprint.
• Accenture: Global professional services giant with Accenture Song/Interactive and a deep Salesforce practice delivering large-scale CX transformations. A key incumbent competitor for tier-1 enterprise transformation mandates, including in ANZ where it competes with Idea Science for the same logos.

Emerging players

• Thoughtworks: Global technology consultancy focused on digital transformation, platform engineering, and experience design. Overlaps with Idea Science on enterprise CX/CRM and Salesforce engagements, with a comparable design-thinking and agile delivery ethos.
• AKQA: Global design and innovation agency with a CX, digital experience, and platform implementation practice. Comparable in the CX Strategy and experience design layers of Idea Science's offering, though more design-led and less implementation-heavy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/idea-science

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Idea Science