Merge Your Stacks

A Practical Guide for Combining and Consolidating Marketing Stacks During Mergers and Acquisitions

Strategizing for Integration

With your stack structure and layers defined, you are now in a position to begin the process of stack integration.  Each company should add the products and information that were collected via your initial audit into the new stack framework to produce one large stack.  Assuming that Zombie products were eliminated during the initial audit, the next step is to begin rationalizing the stack.

Sometimes this task can seem overwhelming, particularly in environments where two companies have merged and are trying to create an optimal stack to support everyone.  It’s important to approach this task pragmatically:

  • Outline the data strategy and architecture required to support your business and marketing objectives
  • Identify and rationalize your anchor platforms
  • Work layer by layer to rationalize and optimize your technology stack
  • Identify technology gaps, generate requirements, and establish priorities