Dive Brief: 

• New York-based marketing company Percolate, which helps users develop content marketing strategies, announced a $40 million round of funding today. 
• The company has goals to become "The System of Record for Marketing" by reducing the number of systems marketers need to carry out functions into just one Percolate solution. 
• The funding will also be used to expand Percolate's San Francisco operations to make a bigger impact on Silicon Valley. 

Dive Insight: 

Streamlining marketing efforts—if carried out effectively—is a significant time- and money-saver. If Percolate can continue to offer substantial savings, like the $10 million it helped Unilever save, then that $40 million will likely be put to good use. The big challenge for Percolate will be going up against marketing tech giants like Adobe, Salesforce, and Oracle.