Gartner Research

Minimize Risk and Maximize Value During a Marketing Vendor's M&A Transition

Published: 23 July 2013

ID: G00254169

Analyst(s): Kimberly Collins, Chris Fletcher


Mergers and acquisitions can be a major win for the principles and associates of a technology vendor, but are not always as positive for end-user organizations. Use this framework to minimize potential disruptions and maximize the effectiveness of your marketing initiatives during M&A transitions.

Table Of Contents
  • Key Challenges



  • Ask Your Vendor for Detailed Technology Development Plans and Deliverables, and Identify Dependencies on Other Technologies or Stacks
  • Evaluate Alternatives If Key Technology on Which Your Company Depends for Its Marketing Initiatives Is Impacted by Marketing Vendor M&A
  • Add to Your M&A To-Do List: Evaluate All Contractual Clauses Thoroughly in the Vendor Agreements, With Special Focus on Long-Term Support for the Product
  • Develop a Tactical Action Plan

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