Gartner Research

Marketing Cost Optimization in Mergers and Acquisitions

Published: 02 January 2019

ID: G00377851

Analyst(s): Ewan McIntyre


Marketing may not be included in mergers and acquisitions until integration is well underway. Marketing leaders must understand where they can optimize costs throughout the phases of deals to ensure that M&A transactions achieve goals.

Table Of Contents


  • Grow Marketing’s Familiarity With the Six Phases of M&As
  • Understand the Types of M&A
    • Optimizing the Process
    • Scouting
    • Due Diligence
    • Integration
    • Specific Challenges

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