CRM software provider Salesforce has laid off around a hundred staff at its Canadian social media measurement company Radian6 and social media marketing agency Buddy Media, a move it describes as eliminating duplicated roles.

Salesforce acquired Radian6 last year, in a deal valued at around $326m – at the time the analytics firm was described as ‘cash flow positive’. Buddy Media was acquired in August, for around $745m, but in a recent SEC filing was said to have finished last year with losses of $14.7m from sales of $24.7m.

The two firms have been combined in order to create a unit called the ‘Salesforce Marketing Cloud’, and according to a Salesforce spokesman the group will then ‘re-balance’ its resources to support its growth, including ‘moving from a hub to a distributed model for certain customer-facing roles’.