Crossmark
CROSSMARK is a U.S. sales and marketing services agency providing headquarter sales, in-store merchandising, shopper marketing, analytics, back-office, and eCommerce services to CPG manufacturers and major retailers across North America, powered by a 25,000+ employee field force and its proprietary Accelerator analytics platform.
- Company typePrivate
- Founded1905
- HeadquartersPlano, United States
- Headcount5,001–10,000
- GTM typeB2B
- OfferingServices
What Crossmark does
CROSSMARK, INC. is a U.S.-based sales and marketing services agency founded in 1905 and headquartered in Texas, operating across North America with a 25,000+ employee field force that services 1,000+ retailer buying points. The company delivers six core service lines: Headquarter Sales (retailer representation across channels), Retail Solutions (in-store merchandising and shelf services), Marketing Solutions (experiential and shopper marketing via the Product Connections subsidiary), Insights & Analytics (powered by the proprietary Accelerator platform), Global Business Services (back-office promotional planning, order-to-cash, deductions handling), and eCommerce (vendor portal management and digital channel support). Customers include Tier-1 CPG manufacturers (P&G, Clorox, Kraft Heinz, General Mills, J&J, Colgate) and major retailers (Walmart as Preferred Service Provider, CVS, Walgreens, Sam's Club, Rite Aid), alongside a long tail of mid-tier and emerging brands.
The technology backbone is the Accelerator platform, built on Microsoft PowerBI, which manages over 7 billion lines of retail and sales data, integrates with IBM, Microsoft, and IRI data partnerships, and embeds AI/ML for trade promotion optimization and predictive scenario planning. Revenue is generated through quote-based, enterprise professional services contracts spanning sell-in planning, in-store execution, analytics subscriptions, and back-office operations. In July 2024, CROSSMARK was acquired by Acosta Group while retaining its brand identity, joining an agency collective that includes Acosta, Mosaic, Premium Retail Services, and others serving 3,000+ clients.
Crossmark firmographics
Firmographics- Name
- Crossmark
- Legal name
- CROSSMARK, INC.
- Website
- https://crossmark.com
- Company type
- Private
- Founded year
- 1905
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- CROSSMARK is a U.S. sales and marketing services agency providing headquarter sales, in-store merchandising, shopper marketing, analytics, back-office, and eCommerce services to CPG manufacturers and major retailers across North America, powered by a 25,000+ employee field force and its proprietary Accelerator analytics platform.
- Ownership category
- akta.pro rank
Where Crossmark is headquartered
LocationHeadquarters
- HQ city
- Plano
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Crossmark business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Headquarter Sales Services: Sales agency services providing retailer knowledge, channel expertise, and category fluency to deliver strategies for brands to win, profit and grow. Covers 1,000+ retailer buying points.
- Retail Solutions: In-store merchandising services including attention-grabbing displays, best-in-class merchandising, and shelf maintenance to maximize brand placement and sales.
- Marketing Solutions: Experiential and shopper marketing services providing omnichannel solutions for 360-degree consumer engagement online and in-store, including events, demos, and sponsorship activations.
- Insights & Analytics: Advanced analytics platform and consulting services delivering actionable insights, category management, and business diagnostics through the proprietary Accelerator platform.
- Global Business Services: Back office services including promotional planning, trade activity management, order-to-cash operations, content management on retailer sites, and deductions handling.
- eCommerce Services: Online channel management including vendor portal management, content management, marketing and promotions planning, reporting, analytics, supply chain compliance, and order-to-cash support.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Crossmark product offering
Product offeringCore offering
CROSSMARK is a sales and marketing services agency that delivers end-to-end retail execution for consumer packaged goods manufacturers and major retailers. Its core offerings span Headquarter Sales, Retail Solutions (in-store merchandising), Marketing Solutions (experiential and shopper marketing), Insights & Analytics (powered by the proprietary Accelerator platform), Global Business Services (back-office operations such as promotional planning, trade activity management, deductions, and order-to-cash), and eCommerce services. Services are delivered by a 25,000+ person workforce covering 1,000+ retailer buying points across North America.
Product overview
CROSSMARK is a sales and marketing services agency offering a suite of integrated service-based solutions organized around six core offerings: Headquarter Sales, Retail Solutions, Marketing Solutions, Insights & Analytics, Global Business Services, and eCommerce. The portfolio centers on the proprietary Accelerator analytics platform, which provides AI-powered predictive analytics and trade promotion optimization as a differentiated capability layered across all services. Services are delivered by 25,000+ employees across North America and are primarily offered to consumer goods manufacturers and retailers.
Differentiator
Problem solved
Functional benefit
Brands
- Accelerator: Proprietary advanced analytics platform that provides access to performance evaluation dashboards, business diagnostics tools, post promotional analysis, and AI/machine learning trade promotion optimization. Built with Microsoft PowerBI, it manages over 7 billion lines of data.
Products and services
- Headquarter Sales Full-service headquarter sales representation covering 1,000+ retailer buying points in the U.S., including planning, selling, execution, and ongoing learning/evolution services for CPG manufacturers across multiple product verticals and retail channels.
- Retail Solutions In-store merchandising and shelf services including displays, merchandising, shelf maintenance, reset execution, and validation across major retail channels including Walmart (as Preferred Service Provider), Target, Costco, and others.
- Marketing Solutions
Quantifiable outcome
- ~20% more available time for Insights team through automation of manual tasks
- +2 more outcomes
Companies that use Crossmark
Customer profileNamed customers44 records
Segments5 records
Ideal customer profiles3 records
Crossmark technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature3 records
Crossmark partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship and core.
- Acosta GroupflagshipCROSSMARK joined Acosta Group's agency collective in July 2024. The acquisition kept the CROSSMARK brand and allowed CROSSMARK to have broader customer reach while offering its portfolio of e-commerce, marketing insights and analytics, customized merchandising and retail solutions. Acosta Group collectively serves more than 3,000 clients.
- Vitamin EnergycoreVitamin Energy partnered with CROSSMARK for representation in the U.S. Convenience Channel. CROSSMARK's 25,000+ employees service major retailers throughout North America to promote Vitamin Energy. The partnership creates opportunities for Vitamin Energy to reach more customers both online and in stores.
- Rip VancoreLeading snack brand Rip Van partnered with CROSSMARK for convenience store expansion. CROSSMARK represents Rip Van's healthy snack portfolio across the convenience store sector in the eastern and midwestern United States. The partnership helps expand deployment of Rip Van products across U.S. convenience store shelves.
- Product ConnectionscoreProduct Connections is an integrated, full-service marketing agency that executes marketing solutions for CROSSMARK. Part of the WIS International and CROSSMARK family of brands, Product Connections specializes in digital and traditional retail events and demos, experiential marketing and sponsorship activation, and omnichannel shopper marketing along with video production and creative studios.
Scale indicators8 records
Recent moves7 records
Expansion highlights5 records
Crossmark competitors and assessment
Company assessmentDirect peers
- The Mars Agency: The Mars Agency (formerly MARS Advertising) is a shopper marketing and retail activation agency serving CPG clients with experiential, digital, and in-store marketing — comparable to CROSSMARK's Marketing Solutions and Product Connections offerings.
- Premium Retail Services: Premium Retail Services is another Acosta Group sister agency focused on in-store merchandising, resets, and retail execution — overlapping directly with CROSSMARK's Retail Solutions service line for CPG brands and mass retailers.
- WIS International: WIS International, sharing Acosta Group corporate parentage with CROSSMARK, provides merchandising, inventory, and retail execution services to retailers and CPG brands — directly overlapping with CROSSMARK Retail Solutions.
- Advantage Solutions: Advantage Solutions is the largest publicly traded sales and marketing services agency for CPG manufacturers and retailers, providing HQ sales, merchandising, and analytics — directly comparable to CROSSMARK's Headquarter Sales, Retail Solutions, and Insights & Analytics offerings.
- Acosta: Acosta is the parent agency's flagship sales and marketing services brand and CROSSMARK's sibling within the Acosta Group collective, offering nearly identical HQ sales, retail execution, and marketing services to the same CPG and retailer client base.
- Mosaic (Acosta Group): Mosaic is an Acosta Group sister agency focused on shopper marketing, experiential, and in-store sampling — directly comparable to CROSSMARK's Marketing Solutions service line delivered through Product Connections.
- Daymon Worldwide: Daymon Worldwide is a private-label and brand management services agency for retailers and CPG manufacturers, with comparable HQ sales representation, retail services, and shopper marketing capabilities.
Broad incumbents
- NielsenIQ: NielsenIQ provides retail measurement, consumer intelligence, and analytics to CPG manufacturers and retailers, overlapping with CROSSMARK's Insights & Analytics service line on category management and trade promotion benchmarking.
- Circana: Circana (formed from the IRI/NielsenIQ CPG data merger) is the dominant CPG measurement and analytics provider; CROSSMARK's Accelerator platform competes against Circana's predictive trade promotion capabilities while partnering with IRI as a data source.
- Kantar Retail: Kantar Retail provides market insights, retail strategy consulting, and shopper analytics to CPG manufacturers and retailers, adjacent to CROSSMARK's Insights & Analytics and Headquarter Sales advisory work.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Crossmark social profiles
Digital presenceCrossmark financial estimates
Financial estimateRevenue estimate
Valuation estimate
Crossmark leadership team
Management profileNumber of profiles
Profiles6 records
Crossmark subsidiaries and ownership
Company hierarchySubsidiaries1 record
Crossmark funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Crossmark M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Crossmark
What does Crossmark do?
CROSSMARK is a sales and marketing services agency that delivers end-to-end retail execution for consumer packaged goods manufacturers and major retailers. Its core offerings span Headquarter Sales, Retail Solutions (in-store merchandising), Marketing Solutions (experiential and shopper marketing), Insights & Analytics (powered by the proprietary Accelerator platform), Global Business Services (back-office operations such as promotional planning, trade activity management, deductions, and order-to-cash), and eCommerce services. Services are delivered by a 25,000+ person workforce covering 1,000+ retailer buying points across North America.
Is Crossmark a public or private company?
Crossmark is a private company. It is classified as corporate owned and is currently operating.
When was Crossmark founded?
Crossmark was founded in 1905. It employs 5,001 to 10,000 people.
Where is Crossmark based?
Crossmark is headquartered in Plano, United States, in the North America region.
How does Crossmark make money?
Six revenue lines are on record. Headquarter Sales Services are the primary driver. The others are retail Solutions, marketing Solutions, insights & Analytics, global Business Services and eCommerce Services.
Who are Crossmark's main competitors?
Direct peers on record are The Mars Agency, Premium Retail Services, WIS International, Advantage Solutions, Acosta, Mosaic (Acosta Group) and Daymon Worldwide. Broad incumbents are NielsenIQ, Circana and Kantar Retail.
Does Crossmark have an API?
No public API is recorded for Crossmark.