TCS bets big on AI and CRM with strategic ListEngage acquisition

ListEngage, a Salesforce specialist in Marketing Cloud and AI from Massachusetts, joins TCS with 100+ certified professionals, enhancing TCS’s U.S. Enterprise Solutions and reinforcing its commitment to AI, cloud, and digital transformation

Tata Consultancy Services (TCS) has announced the acquisition of ListEngage, a U.S.-based Salesforce Summit partner, marking a strategic move to expand its capabilities in cloud-based marketing and AI-driven enterprise solutions.

Headquartered in Framingham, Massachusetts, ListEngage specializes in Salesforce platforms including Marketing Cloud, CRM, Data Cloud, Agentforce, and AI advisory services. The acquisition will integrate ListEngage’s expertise into TCS’ growing Salesforce practice, strengthening its offerings to clients across industries. Financial terms of the deal were not disclosed.

With this acquisition, more than 100 experienced Salesforce professionals—holding over 400 certifications—will become part of TCS’ Enterprise Solutions unit in the United States. The move is seen as part of TCS’ ongoing focus on high-growth technology areas such as AI, cloud, digital engineering, and cybersecurity.

Strengthening Salesforce ecosystem through strategic integration

TCS Chief Operating Officer Aarthi Subramanian described the acquisition as a significant step in scaling up its Salesforce capabilities globally. “ListEngage’s strengths in Marketing Cloud and AI advisory will enhance our ability to support enterprise marketing leaders with advanced, data-driven strategies,” she said.

Altaf Shaikh, CEO of ListEngage, emphasized the strategic synergy, calling the deal “a growth platform” for both companies. “Joining TCS allows us to bring our Salesforce expertise to a wider global audience. Together, we aim to deliver smarter, AI-powered customer engagement solutions,” he said.

ListEngage has long-standing ties with Salesforce, serving on multiple partner advisory boards and collaborating closely with key product teams. Since its founding in 2003, the firm has built a reputation for driving personalized, lifecycle-based marketing solutions.

Deepening presence in North America

Vikram Karakoti, Global Head of Enterprise Solutions at TCS, said the acquisition would enhance the company’s ability to deliver customer experience transformations at scale. “ListEngage’s U.S. market presence and niche capabilities complement our global delivery model and deepen our Salesforce specialization,” he noted.

The acquisition underlines TCS’ commitment to its largest market—North America—where it continues to invest in strengthening its digital and cloud service offerings for enterprise clients navigating complex technology landscapes.