Best Practice Report

Postacquisition: Determining How To Merge B2B Marketing And Sales Data

April 15th, 2024
Vicki Brown, VP, Principal Analyst
Vicki Brown VP, Principal Analyst
Brett Kahnke, Principal Analyst
Brett Kahnke Principal Analyst
With contributors:
Cristina De Martini , Tyler Orleans , Ellen Lind

Summary

Merging marketing and sales operational data after an acquisition is as tricky as it is essential, especially as it’s an exercise many operations professionals have never executed. The many variables at play make the process appear formidably complex — particularly because integration activities overlap with ongoing responsibilities. In this report, we describe a four-step approach for combining the marketing and sales operational data of two organizations to maximize the effectiveness of the new, integrated organization.

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