Merge Your Stacks

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

Stack Layers

The most common approaches to defining stack layers are by:

  • Product category
  • The steps in the sales and marketing funnel 
  • Buyer journey
  • Product lifecycle (Evaluate, Test, In Use, Retire). This approach generally only works for small stacks or bounded projects. We see this approach most often when someone is trying to capture a full lifecycle picture for a specific category. 

Though structuring by product category is the most common approach, any approach that aligns with how you think about tracking technology will work. What’s important in an M&A environment is that if you create one integrated stack, you all agree on the approach. If you are building two independent stacks, adopting a common structure for each will make it easier to compare layers, products, and learn from each other.