Calero: Transforming The Marketing Organization After A Three-Way Merger

After a merger or acquisition, to ensure that the newly formed company reaches its full value, organizations must accomplish several key tasks to ensure that all target audiences have a clear vision of how the company can meet their needs. The combined company must develop a coherent brand message, and its product, marketing, sales, and supporting functions must align around a go-to-market strategy and an integrated campaign strategy. This case study describes how Calero transformed its product-centric marketing functions into one buyer-centric and solution-focused revenue marketing function capable of operationalizing the company’s new brand messaging to support rapid growth.