Sales and Marketing M&A Checklist

4-Page Sales and Marketing Checklist of 95 M&A Tasks

• Evaluate digital marketing technology platforms
• Evaluate sales support technology
• Evaluate project management technology
• Evaluate in-house versus outsourced creative agency support for design, content, public relations, media monitoring, etc.
• Evaluate all data and lead applications, systems, and processes
• Develop view of optimal Sales technology stack with roadmap to achieve it (align with IT)
• Develop plan to optimize marketing channels including website and social 
• Develop plan to optimize Sales team structure
• Develop optimal Sales data strategy (align with IT)
• Develop plan to optimize lead management processes 
• Develop plan to optimize sales compensation plans, targeting and roadmap to achieve it (align with Finance)
• Develop 2030 revenue and leads targets
• Develop 2030 sales targets
• Move Acquiree data into Acquirer Salesforce instance
• Ramp up  Acquiree current lead qualification process with aim to unify processes between Acquirer/Acquiree
• Marketing infrastructure: migrate to new system, extend our security controls
• Analyze, discuss and document our positioning versus competition (value proposition, key messaging, offering, pricing etc.)
• Develop Sales strategy (Opportunity, targets, alignment, retention, cross/up sell, activity plan)
• Document requirements to seize opportunities (resource, budgets, tools, data, resource, SMEs, timing)
• Develop sales enablement and training materials and launch awareness and lead generation campaigns
• Present initial strategy recommendation along with value prop and messaging to Leadership for Day 1
• Develop sales training materials and launch lead generation campaigns
• Present sales strategy to Leadership and Finance
• Analyze, discuss and document influencing environmental factors (PEST, trends, regulations, client pressures etc.)
• Document where we see opportunities in the market (client type, locations, size, financials, scenario, personas, existing, new)
• Develop Sales strategy (opportunities, cross selling / upselling)
• Present initial strategy recommendation along with value prop and messaging to business units
• Develop materials and launch awareness and lead generation campaigns
• Design combined Sales organization (coordinate with HR) ...

The above is a sample. The rest of the file in Excel can be downloaded by Merger Integration Certification Workshop attendees and MergerIntegration site subscribers.

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