Gartner Research

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

Published: 21 October 2015

ID: G00290929

Analyst(s): Todd Berkowitz


Maintaining sales momentum after mergers and acquisitions is critical if providers want to achieve desired results. Sales enablement 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 From Both Sides 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 to Help Sales Reps Increase Trust With Customers and Prospects
  • 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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