IBM is growing its Interactive Experience division, which sits within its Global Business Services group. Big Blue announced today the acquisition of Bluewolf, a global consulting agency named by IDC as a worldwide leader in the Salesforce implementation system. The $200 million deal comes on the heels of its acquisition of CRM provider Optevia earlier this month and its $3.6 billion purchase of Truven Health Analytics in February, continuing a string of aggressive acquisition activity designed to position IBM to better compete in a cloud-based market.

IBM hopes to capitalize on the Salesforce professional services industry, which Salesforce projects at $111 billion. According to Bluewolf CEO Eric Berridge, Bluewolf became Salesforce’s first consulting services partner in 2001. “Now, I believe we have the perfect alliance as part of the IBM iX team — equally sharing our passion, discipline and desire to be a global leader in the Salesforce partner ecosystem with the scale, skills and expertise of IBM iX to catapult us there,” he said in a release.

The acquisition strengthens IBM’s presence in the financial services, healthcare, manufacturing, higher education, public sector, new media and other industries. Bluewolf will continue to develop Salesforce-specific solutions based on its current library of assets and accelerators.

“There is no question that the consumer-grade experience has emerged as a fundamental element in modern business strategy,” said Bridget van Kralingen, senior vice president, IBM Global Business Services. “Meeting that expectation defines next-generation differentiation and competitive position, and with Bluewolf, we add expertise to scale that capability to the cloud-based capabilities of Salesforce.”