Integrating Marketing Organizations: Key Areas For Success

Following a merger or acquisition, the marketing organization must assure its continued productivity. Operations leaders must develop, communicate, and implement a marketing integration plan. Focus on growth drivers, operational efficiency, and marketing enablement to ensure a smooth integration aligned with corporate objectives.

After a merger or acquisition, the work of integrating the operations of the previously separate companies begins. While continuing to transact and support ongoing business, the senior leadership team and functional leaders of the newly combined organization must plan and execute major changes in goals, organizational structure, and businesses processes. Proactively integrating marketing functions after a merger or acquisition is a key component of the broader organizational change, because marketing must support a smooth transition for the combined organization’s brand, go-to-market model, and campaigns. In this report, we define nine areas that marketing operations must support when integrating marketing teams.