Best Practice Report

Postacquisition: Determining How To Merge B2B Marketing And Sales Data

April 15th, 2024
With contributors:
Cristina De Martini , Tyler Orleans , Ellen Lind


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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