Technology Challenges in a Merger or Acquisition
Combining two operating businesses presents an unusual opportunity to create an integrated and effective web strategy that will improve the financial results of the new entity.
In the current economy, businesses with a viable web strategy for sales/marketing have posted 26% increases in revenue (year to year periods). The way they’re doing it is by integrating CRM, email marketing, contact management, and web presence (read web sites). Businesses going through merger and/or acquisition are faced with integrating two often-different, and sometimes outdated IT infrastructures.
A web strategy, by virtue of what it takes to develop a viable solution, assuages the disparate integration problem and drives revenue. The bottom line in any successful web strategy development effort is that the following gets studied:
– key messaging
– sales process
– the customer/prospect buying process
Integrating appropriate technology over the knowledge from that study creates the viable web strategy.
Here’s what happens in a successful web strategy deployment:
– Niche markets are identified
– Marketing/Sales campaigns are targeted
– Key messaging is automated
When a company is making these thing happen, sales growth and revenue result.
There are a few consulting outfits who have the methodology and business relationships to pull this off. Their problem is that business owners can point to countless failures of any one of the technology components mentioned previously; those are namely CRM, email marketing, web sites, and contact management.
Technology isn’t to blame, it’s the methodology that’s at fault in those implementations. Give the result of your merger and acquisition activity a foundation for success. Start with business process aimed at your specific markets and you won’t go wrong.
The NT Group
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