Integration is the most important part of any acquisition, especially the go-to-market. It’s where you create the most value out of your deal, so it is important to get it right. So what are the major consideration when implementing an actionable GTM strategy? Joining me to discuss the intricacies of implementation is Hannah Leung, Senior Manager, M&A at Salesforce.
“Do not underestimate the complexity of an existing company. Keeping an eye out for the differences and understanding how that might impact the integration plan is really important.” - Hannah Leung
According to Hannah, their integration team starts getting involved in the due diligence phase. This is where they go in and do individual interviews for each function of the company looking to understand the entire spectrum of customer experience and 4 major areas of post-sale perspective:
Taking all that information, they then formulate their integration strategy based on the V2MOM model.
The hardest part during integration is absorbing the products and scaling them appropriately into your company size while focusing on the customers. Here are the four major challenges to consider when looking to implement GTM:
After the deal is closed, you will now be responsible for keeping their sales process going. You need to understand what the customer journey looks like and the teams involved throughout the entire life cycle.
Due to its complexities and the difference to your own process, both sales forces won’t be integrated for an extended period of time. During that interim period, you need to figure out how you can maximize collaboration and synergies.
Data regarding customer satisfaction is extremely valuable. But for smaller companies, it depends a lot on the relationship between the success manager and the customer. Similar to the other challenges, you need to find a way to automate this with the goal of scaling the product.
To keep alignment and get everyone up to speed, they leverage technology using slack and automated workflows. They understand that not everyone could be at every meeting, so it is important to have an efficient knowledge transfer method wherever team members are.
Also, they prefer to have a regular cadence of short meetings. People’s attention span is getting shorter so you need to avoid 2-hour once-a-month meetings.