A platform that uses gaming technology to manage and motivate sales teams has raised a further £1.5 million from the Midlands Engine Investment Fund and Mercia Ventures.
The latest round of funding will enable Tamworth-based OneUp Sales to build its customer base in the US where it has already gained a strong foothold and also further develop its product.
OneUp Sales currently employs 40 people and has been achieving year-on-year growth.
It now has annual revenue of £2.7 million and serves more than 350 customers including data storage specialist Hitachi Vantara and recruitment agencies such as Xcede and Premier Group.
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OneUp Sales enables managers to track data and gain insights to improve performance, incentivise sales teams and celebrate success.
It was founded in 2016 by former game developers Derry Holt and James Heath and its software allows sales teams to form leagues and compete against each other in automated online competitions.
The latest investment follows three earlier funding rounds from Mercia and MEIF, bringing the total the company has raised to date to over £5 million.
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Mr Holt said: "We started OneUp Sales because we saw the potential to use gaming technology to make sales more motivational, to empower and inspire sales teams instead of filling them with dread.
"The company has come a long way in the past nine years and we now have customers worldwide.
"Having achieved initial success in the US, the next step is to focus on boosting sales in this huge potential market. The funding will help us to do that."
David Baker, investment manager at Warwickshire-based Mercia Ventures, added: "OneUp Sales has been a pioneer in the field of sales management systems.
"Mercia supported it from the start and it has been rewarding to watch its continued growth and development.
"We look forward to working with Derry, James and the team as they continue to scale the business."
Debbie Sorby is senior investment manager at the British Business Bank which owns and operates the Midlands Engine Investment Fund.
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She said: "We are pleased that our investment in OneUp Sales over the years has helped the company grow and expand in this scale.
"The fund prides itself in helping businesses in the region get access to the right type of finance and we hope to help more Midlands businesses succeed in the future."