OnBase: Smashing Sales and Marketing Misalignments Ep. 269 | Role of marketing in M&A
Acquisitions can be anxiety-provoking on many levels, but there are ways in which marketing has a very specific (and useful) role to play in smoothing the way. This episode of Sunny Side Up features Stacy West, Chief Marketing Officer at insight software, who shares some of the tools she has developed to facilitate the M&A process. With some 20 acquisitions in the past three years alone, insight into both organic and inorganic growth. The goal is to be a world-class company fueled by both the acquisition of companies and the extension and growth of their products. Stacy explains how marketing due diligence requires its own set of metrics to measure a target’s maturity, depth of resources, and ability to integrate out of the gate. She also recommends tactics for team-building and creating a sense of transparency that helps unsettled employees stay focused on big-picture unity and how they can contribute. And, speaking of contributions, the single most important thing that individuals at any level of the marketing structure can do is be proactive. Speak up, stay relevant, offer suggestions and run with any opportunity. In fast-paced, high-intensity environments, executives are less interested in rank than they are in engaging with employees at any level who strongly desire to be in the mix – and say so! Enjoy this lively conversation with a woman who uses her global management experience and unique marketing lens to help us learn how to navigate the world of M&As.