Access to new markets, channels, brands, and products are often top reasons for pursuing a merger or acquisition. Marketing integration plays a significant role in stabilizing funnels, supporting revenue growth, and aligning brand value propositions. When integrating the marketing functions of two companies, the First Commandment is: There shall be no disruption to the lead or sales funnels.
Sustaining lead generation and conversion through well-executed customer communications, stable lead management, and a rigorous focus on converting to sales increases the probability of success for capturing long-term revenue growth anticipated by the deal.
In the race for growth, competitiveness, and relevance, companies are using M&A to add new capabilities. These go-to-market (GTM) deal objectives are consistently among the top reasons cited by executives and senior management for pursuing a merger or acquisition. Yet GTM goals are getting tougher to reach and typically have low success rates.
Immediately after deal announcement, companies enter a time of high uncertainty. Customers often question the life of products and impact to them of the future roadmap for the combined company. Marketing can mitigate the revenue risks from customer uncertainty through consistent communications to drive lead generation and conversion, and to fend off competitors that will take advantage of any uncertainty to win customers.
US and Global M&A Integration Leader, PwC US
Customer Consulting, PwC US