Go-To-Market Integration Planning Part 2

Go-to-market integration planning in M&A deals is explored with James Harris, Principal Corporate Development Integration at Google. The discussion emphasizes the importance of the customer journey as a guiding principle when merging sales forces, lead tracking tools, and customer bases. A key consideration is the timeframe for integration, with a year being an acceptable period for customers to experience some duality, such as separate billing cycles. Incentivizing sales teams to work together is crucial, with SPIFs (Special Performance Incentive Funds) and even double commissions being options, though the latter is costly. Communication with customers about the integration process is also vital, setting clear expectations and ensuring transparency to maintain trust and security.