As businesses gather, store and analyze an ever-increasing amount of data, tools for helping them discover, catalog, track and manage how that data is shared are also becoming increasingly important. With Azure Purview, Microsoft is launching a new data governance service into public preview today that brings together all of these capabilities in a new data catalog with discovery and data governance features.

As Rohan Kumar, Microsoft’s corporate VP for Azure Data, told me, this has become a major pain point for enterprises. While they may be very excited about getting started with data-heavy technologies like predictive analytics, those companies’ data and privacy-focused executives are very concerned to make sure that the way the data is used is compliant or that the company has received the right permissions to use its customers’ data, for example.

In addition, companies also want to make sure that they can trust their data and know who has access to it and who made changes to it.

“[Purview] is a unified data governance platform which automates the discovery of data, cataloging of data, mapping of data, lineage tracking — with the intention of giving our customers a very good understanding of the breadth of the data estate that exists to begin with, and also to ensure that all these regulations that are there for compliance, like GDPR, CCPA, etc, are managed across an entire data estate in ways which enable you to make sure that they don’t violate any regulation,” Kumar explained.

At the core of Purview is its catalog that can pull in data from the usual suspects, like Azure’s various data and storage services, but also third-party data stores, including Amazon’s S3 storage service and on-premises SQL Server. Over time, the company will add support for more data sources.

Kumar described this process as a “multi-semester investment,” so the capabilities the company is rolling out today are only a small part of what’s on the overall road map already. With this first release today, the focus is on mapping a company’s data estate.

“Next [on the road map] is more of the governance policies,” Kumar said. “Imagine if you want to set things like ‘if there’s any PII data across any of my data stores, only this group of users has access to it.’ Today, setting up something like that is extremely complex and most likely you’ll get it wrong. That’ll be as simple as setting a policy inside of Purview.”

In addition to launching Purview, the Azure team also today launched into general availability Azure Synapse, Microsoft’s next-generation data warehousing and analytics service. The idea behind Synapse is to give enterprises — and their engineers and data scientists — a single platform that brings together data integration, warehousing and big data analytics.

“With Synapse, we have this one product that gives a completely no-code experience for data engineers, as an example, to build out these [data] pipelines and collaborate very seamlessly with the data scientists who are building out machine learning models, or the business analysts who build out reports for things like Power BI.”

Among Microsoft’s marquee customers for the service, which Kumar described as one of the fastest-growing Azure services right now, are FedEx, Walgreens, Myntra and P&G.

“The insights we gain from continuous analysis help us optimize our network,” said Sriram Krishnasamy, senior vice president, strategic programs at FedEx Services. “So as FedEx moves critical high-value shipments across the globe, we can often predict whether that delivery will be disrupted by weather or traffic and remediate that disruption by routing the delivery from another location.”

Thoma Bravo must really like Flexera, an IT asset management company out of Chicago. The private equity firm bought the company for the second time today. Sources told TechCrunch the price was $2.85 billion.

Technically, Thoma Bravo is getting a majority stake in the company, buying it from previous owners TA Associates and Ontario Teachers’ Pension Plan Board. The firm originally bought Flexera in 2008 from Macrovision for just $200 million. It turned it around just three years later in 2011 for $1 billion profit, according to reports.

While reports last year had the company’s investors looking for $3 billion, they didn’t quite reach that mark, but it’s still a hefty profit as the company continues to change hands, giving each of its owners a substantial return on investment.

At $2.85 billion, Thoma Bravo will have a bigger challenge on its hands to make that same kind of return, but it sees a company it liked before and it still likes it, especially the management team, which to some degree at least remains intact.

“Jim [Ryan] and his team have positioned Flexera for sustained growth by focusing on the strategic challenges enterprises face with complex IT infrastructures,” Seth Boro, managing partner at Thoma Bravo said in a statement.

Ryan was pleased to see the company’s value continue to rise and to connect once again with Thoma Bravo. “This is a resounding vote of confidence in the growth Flexera has shown and the strategic initiatives we’ve undertaken to address the exponential challenges faced by organizations today,” he said in a statement.

The company was founded in 2008 and has bought 12 companies along the way including five in the last couple of years, according to Crunchbase data. The deal is expected to close in the first quarter of next subject to regulatory approvals.

Salesforce, the CRM powerhouse that recently surpassed $20 billion in annual revenue, announced today it is wading deeper into enterprise social by acquiring Slack in a $27.7 billion megadeal. Rumors of a pending deal surfaced last week, causing Slack’s stock price to spike.

Salesforce co-founder and CEO Marc Benioff didn’t mince words on his latest purchase. “This is a match made in heaven. Together, Salesforce and Slack will shape the future of enterprise software and transform the way everyone works in the all-digital, work-from-anywhere world,” Benioff said in a statement.

Slack CEO Stewart Butterfield was no less effusive than his future boss. “As software plays a more and more critical role in the performance of every organization, we share a vision of reduced complexity, increased power and flexibility, and ultimately a greater degree of alignment and organizational agility. Personally, I believe this is the most strategic combination in the history of software, and I can’t wait to get going,” Butterfield said in a statement.

Every worker at every company needs to communicate, something that Slack can ably empower. What’s more, it also facilitates external communication with customers and partners, something that should be quite useful for a company like Salesforce and its family of offerings.

Ultimately, Slack was ripe for the taking. Entering 2020 it had lost around 40% of its value since it went public. Consider that after its most recent earnings report, the company lost 16% of its value, and before the Salesforce deal leaked, the company was worth only a few dollars per share more than its direct listing reference price. Toss in net losses of $147.6 million during the two quarters ending July 31, 2020, Slack’s uninspiring public valuation and its winding path to profitability and it was a sitting target for a takeover like this one. The only surprise here is the price.

Slack’s current valuation, according to both Yahoo and Google Finance, is just over $25 billion, which, given its very modest price change after-hours means that the market priced the company somewhat effectively. Slack is up around 48% from its valuation that preceded the deal becoming known.

The new deal also puts Salesforce more on par — and in competition — with its arch rival and sometime friend Microsoft, whose Teams product has been directly challenging Slack in the market. Microsoft, which passed on buying Slack in the past for a fraction of what Salesforce is paying today, has made Teams a key priority in recent quarters, loathe to cede any portion of the enterprise software market to another company.

What really has set Slack apart from the pack, at least initially, was its ability to integrate with other enterprise software. When you combined that with bots, those intelligent digital helpers, the company could potentially provide Salesforce customers with a central place to work without changing focus because everything they need to do can be done in Slack.

Today’s deal comes after Salesforce’s purchase of Quip in 2016 for $750 million. Quip brought to the SaaS giant a way of socially sharing documents, and when paired with the Slack acquisition gives Salesforce a much more robust social story to tell than its internal option Chatter, an early attempt at enterprise social that never really caught on.

It’s worth noting that Salesforce was interested in Twitter in 2016, the same year that Microsoft was reportedly interested in Slack, but eventually walked away from that deal when shareholders objected, not wanting to deal with the controversial side of the social platform.

Slack was founded in 2013, but its origins go back to an online multiplayer game company called Glitch that was founded in 2009. While the game was ultimately a failure, the startup developed an internal messaging system in the process of building that company that later evolved into Slack.

The company’s historic growth helped Slack raise more than $1 billion while private, earning an impressive $7 billion valuation before going public last year. But while the Glitch-to-unicorn story appears simple, Slack has always faced entrenched competition from the likes of not only Microsoft, but also Cisco, Facebook, Google and even Asana and Monday.com.

For Slack, the path to the public markets was fraught with hype and outsized expectation. The company was famous, or as famous as an enterprise software company can be. At the time it felt like its debut was the start of a long tenure as an indie company. Instead, that public life has been cut short by a huge check. Such is the dog-eat-dog world of tech.

Salesforce announces its acquisition of Slack, Amazon brings the Mac mini to the cloud and Google Maps gets a newsfeed. This is your Daily Crunch for December 1, 2020.

The big story: Salesforce buys Slack for $27.7B

The acquisition, which was first reported last month, is now official.

“This is a match made in heaven,” said Salesforce co-founder and CEO Marc Benioff. “Together, Salesforce and Slack will shape the future of enterprise software and transform the way everyone works in the all-digital, work-from-anywhere world.”

This cash-and-stock deal should make Salesforce a more serious competitor in the enterprise communication market. It also seems that Slack (which went public last year) was an obvious target for a takeover, due to an underwhelming stock price and a net loss of $147.6 million during the two quarters ending on July 31 of this year.

The tech giants

AWS brings the Mac mini to its cloud — This was just one of the announcements that Amazon Web Services made today at its re:Invent conference.

Google Maps takes on Facebook with launch of its own news feed — The feed is designed to make it easier to find the most recent news and recommendations from trusted local sources.

Facebook’s self-styled ‘oversight’ board selects first cases, most dealing with hate speech — The Facebook-funded body that the tech giant set up to distance itself from tricky content moderation decisions has announced the first set of cases it will consider.

Startups, funding and venture capital

SoftBank takes a $690M stake in cloud-based Swedish customer engagement company Sinch — Sinch provides cloud-based “omnichannel” voice, video and messaging services to help enterprises communicate with customers.

Voi, the European ‘micromobility’ rental company, raises $160M additional equity and debt funding — Voi says the new funding will be used to invest in technology development, fuel growth in current Voi markets and bring its latest e-scooter model to more cities.

Floww raises $6.7M for its data-driven marketplace matching founders with investors, based on merit — Having made more than 160 investments himself, founder Martijn De Wever says he recognized the need for a platform connecting investors and startups.

Advice and analysis from Extra Crunch

Bottom-up SaaS: A framework for mapping pricing to customer value — For the first time, individual employees are influencing the tooling decisions of their companies.

Who’s building the grocery store of the future? — Startups offering cashierless checkout, software analytics and robotics will clean up on aisle five.

(Extra Crunch is our membership program, which aims to democratize information about startups. You can sign up here.)

Everything else

China’s Chang’e-5 lunar lander successfully lands on the moon — China’s Chang’e-5 mission will be the third ever to bring back soil or rock samples from the moon.

US shopping app downloads on Black Friday reached a record 2.8M installs — Many U.S. consumers spent this year’s Black Friday sales event shopping from home on mobile devices.

The Daily Crunch is TechCrunch’s roundup of our biggest and most important stories. If you’d like to get this delivered to your inbox every day at around 3pm Pacific, you can subscribe here.

Welcome, the HR software that helps organizations make and close offers to new candidates, announced the close of a $6 million seed round today, led by FirstMark Capital. Participating investors include Ludlow Ventures, Nat Turner and Zach Weinberg, and Keenan Rice and Ben Porterfield (which were existing investors), as well as a wide array of angels.

TechCrunch last covered Welcome in August, when it announced a $1.4 million funding round. That the startup was able to raise more as quickly as it has is testament to how hot the early-stage venture capital market is today, and likely an endorsement of Welcome’s economic profile and recent growth.

Past the new capital, Welcome is also launching a new product today called Total Rewards, which helps not just new candidates but also existing employees get a complete, easy-to-understand picture of their compensation, across salary, benefits, equity, etc.

But let’s back up.

Welcome was founded in 2019 by Nick Gavronsky and Rick Pereira, with a mission to help organizations close offers on candidates by providing a much clearer picture of compensation, particularly around equity. Co-founder and CEO Nick Gavronsky explained that many candidates don’t truly understand the value of the equity they’re offered, or how it works.

“A lot of recruiting teams aren’t well-equipped to use it as a selling tool and explain it effectively and showcase the value to candidates to help them think about their ownership at the company,” he added.

Welcome allows companies to organize their compensation offers based on level and position, and deliver that information digitally to candidates in a way that makes sense.

The startup integrates with a variety of other software providers, including Slack, Lever, Greenhouse, ADP and Justworks to name a few, simplifying onboarding for Welcome clients and bringing a broad array of information into one place.

Offers sent through Welcome show a description of the role, equity details, total compensation and even include a welcome note and video. This is in stark contrast to the black and white legal PDF often sent to candidates.

The next phase for the company comes in the form of the launch of Total Rewards, which is meant to help retain existing employees, helping them understand their compensation value and their potential at the company.

“Painting a better picture becomes a pre-retention tool,” said Gavronsky. “An employee will sometimes leave thousands of dollars on the table because they don’t understand what they’re walking away from. A lot of times companies will wait until that person is going to resign. Let me now bring up all the things that are great about our company and talk through your stock options. But the decision’s already made. So we wanted something that we can kind of put in with performance reviews.”

Welcome also has plans to offer a third product pillar in the form of real-time accurate industry-wide compensation data, helping companies understand where they fit into the larger ecosystem with regards to compensation.

Thus far, Welcome has 40 companies on the platform, including Uncork and Betterment, with hundreds on the waitlist, according to the co-founders. The company plans to use the funding to build out the team and the product.