Gartner Research

Tech Go-to-Market: How to Maintain Sales Momentum After a Merger or Acquisition

Published: 04 April 2014

ID: G00262567

Analyst(s): Todd Berkowitz


Maintaining sales momentum after mergers and acquisitions is critical if providers want to achieve desired results. Sales and marketing leaders from both companies in the transaction must proactively engage a broad constituency to capitalize on opportunities and prevent competitive disruption.

Table Of Contents


  • Introduction
  • During Due Diligence: Get Sales and Marketing Engaged
    • Create a Situation Room
    • Do Not Forget the Sales Engineers
    • Agree on Messaging and Positioning
    • Develop a "First 100 Days" Plan
  • After the Deal Closes
    • Resist the Urge to Go as Fast as Possible
    • Focus on Retaining "A Sellers" From Both Parties
    • Create Internal and External Content Targeted to the New Buying Cycle
  • Communicate With Salespeople and Customers on a Continual Basis
    • Treat Initial Post-M&A Sales Training Like New Sales Onboarding
    • Check In Regularly With Sales to Monitor Progress
    • Implement an Ongoing Communications Plan With Customers
  • Summary

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