The go-to-market (GTM) integration strategy has a large impact on revenue generation and overall deal success. Integration can be very disruptive to the customers, but if done right, it can enhance the customer experience and acquisition results. In an exclusive interview, Pat Belotti, VP ofCorporate Development Integration at Zendesk, delves into the intricacies of GTM integration and offers valuable insights on how to approach it.
“It (the GTM) is all about the customer. It is very disruptive to customers when there is an acquisition and integration. There are so many things that can go wrong. On the other hand, you can really knock it out of the park.” - Pat Belotti
To ensure a smooth integration, Pat emphasizes the importance of involving the integration team early, even before the LOI. During this stage, the integration leader should begin GTM integration planning and gather crucial information, including:
In addition to these front-facing aspects of GTM, backend compatibility must also be considered.
Proper compensation for the sales team is crucial for a successful GTM integration. To avoid salespeople competing against each other and potentially sabotaging each other's efforts, compensate everyone for every product sold to ensure a unified front for customers.
The ultimate GTM integration success indicator is revenue generation. Retaining the sales team is also a key metric, as losing salespeople can slow down achieving revenue synergies. By providing a fair compensation plan, engaging the sales team, and providing proper training, companies can retain top talent and achieve revenue goals.