Salesforce has returned for a $33.1m funding round, having previously backed MapAnything's $7.3m series A, and was joined by new investor ServiceNow.

US-based location services provider MapAnything has raised $33.1m in a series B round that featured Salesforce Ventures and ServiceNow Ventures, the respective investment units of cloud computing companies Salesforce.com and ServiceNow.

The round was led by investment firm Columbus Nova, while Greycroft, Harbert Venture Partners and angel investors Michael Lazerow and David Stern also participated.

Incorporated in 2009, MapAnything has built software that enables employees to automatically schedule client visits based on location, visualise sales efforts and analyse aggregate data…