Priority acquires Fireberry

Priority Software acquired Fireberry, a CRM platform covering sales, marketing automation and customer service, to expand its cloud ERP business. The companies announced the transaction on November 5, 2026, but did not disclose the purchase price or a product integration schedule.

The article notes that the acquisition is intended to create a more unified software stack connecting front-office CRM and marketing workflows with back-office ERP data, including order, service and financial records. Priority says the combined platform will include AI-powered natural-language access and automation agents. The article cautions that the announcement is a statement of direction rather than evidence that cross-system workflows are ready for customers, and that no independent results on campaign conversion, attribution accuracy or AI productivity have been published.