Don’t Wait Until the End of M&A Discussions to Deal With the Marketing Tech Stack

It is a misstep to address marketing systems (customer relationship management systems, deal and litigation trackers, and other marketing databases) at the end of merger discussions. Law firms and corporate merger deals need to strategize early on about how marketing tech operations will consolidate. Ensuring a rollout of the right technology should take place before planning communications and marketing tactics. How a merger is communicated, at what stage in the process, and by whom is vitally important to its success. Once it’s time to make an announcement and plan who should be connecting with which groups, marketing technology is imperative to a successful communications strategy.

It is essential to define the universe of tech solutions that will be used and establish parameters for implementation. Careful problem-solving and purposeful use of technology to solve problems is the best approach, combined with a clear mission, regular communication, change management, and milestones for deliverables. One way to keep “an eye on the prize” is by enlisting internal influencers and long-term C-suite support. Technology should not be considered an afterthought: It’s increasingly central to M&A decisions. By sharpening the focus on performing due diligence and emphasizing cross-functional collaboration, companies can realize the full value of M&A deals.