Post-acquisition CRM & GTM systems integration
Two companies. Two GTM stacks. One needs to survive.
We help B2B software companies bring CRM, marketing automation, data, workflows and commercial reporting together after an acquisition, so the combined revenue team runs on one system it can trust.
Platform-neutral advice across Salesforce, HubSpot, Marketo and Pardot · Senior-led · UK-based and GDPR-aware
After the deal
The deal integrates the products. Someone has to integrate the revenue engine.
Integration plans tend to focus on product, people and finance. The commercial systems layer gets less attention, until the board asks for a combined pipeline number nobody can produce.
Two CRMs. Two marketing platforms. Two sets of lifecycle stages and two versions of the customer list. Every week they stay apart, more workarounds get built on top, and the eventual merge gets harder.
Product integration
- Roadmap and platform
- Engineering and infrastructure
- Product suite and positioning
Usually well planned
Commercial integration
- CRM and marketing automation
- Customer and account data
- Lifecycle stages, routing and scoring
Usually left until it hurts
The problem
This is what two GTM stacks look like six months in
Two CRMs, one customer list nobody trusts
The same accounts sit in both systems with different owners, fields and histories. Cross-sell starts with a spreadsheet.
Definitions that don’t match
An MQL in one business is a lead in the other. Lifecycle stages, pipeline stages and win definitions don’t line up, so neither do the numbers.
Reporting nobody can combine
Fragmented data means bookings, pipeline and churn live in different places. The board wants one view of GTM performance. You have two dashboards telling different stories.
Lead routing conflicts
Inbound leads land in the wrong system or with the wrong team. Territories overlap, and prospects get two follow-ups or none.
Automation nobody fully understands
Years of workflows, integrations and scoring rules sit inside each platform. Retire the wrong one and something downstream quietly breaks.
Migration risk and consent
Moving data without a plan loses history, attribution and consent records. Under GDPR, merging subscription and consent data needs care, not a bulk import.
Recognise three or more of these? That’s what the audit is for.
Book a reviewTiming
The earlier we’re in, the less there is to undo.
Deal announced
Plan the commercial systems workstream alongside the rest of integration planning.
Day 1
Map both stacks before teams start making changes in isolation.
The months after close
Agree which systems survive, standardise definitions and protect board reporting through the switch.
Already underway
Integration started but stalled, or the numbers still don’t reconcile? We pick up from wherever you are.
The approach
From two stacks to one operating model
Nothing is cleaned up, migrated or retired until the audit and blueprint are agreed. That is where most of the risk is removed.
Company A’s GTM stack
CRM, marketing automation, data, reports
Company B’s GTM stack
CRM, marketing automation, data, reports
- 1
Audit
Map both stacks and their data
- 2
Decide
Agree what survives
- 3
Migrate
Move the data and its history
- 4
Automate
Rebuild flows and reporting
- 5
Stabilise
Fix, adopt, hand over
One commercial operating model
Shared data, shared definitions, trusted reporting
How we engage
Three stages. It starts with the audit.
Every acquisition is different, so every engagement is scoped to the situation. It always starts with an audit and blueprint, so the strategy is agreed before anything is cleaned up or moved.
Audit and blueprint
Mergers involve many teams, legal included, and decisions only the business can make. The audit and blueprint give everyone the same picture before anything changes.
What we need from you: access to both systems, time with the teams who use them, and input from legal and other stakeholders on decisions that affect data and process.
What you get
- A detailed audit of both companies’ CRM, marketing automation and data sync set-ups
- Process maps showing how each team captures, routes and uses data today
- A recommendation on which systems to keep, including running costs, for your stakeholders to decide on
- A blueprint for the combined set-up, with legacy data preserved
- Protocols for each team, including GDPR processes agreed with your legal team
- An execution document setting out how the integration will be delivered
GTM systems integration
We deliver the blueprint. CRM consolidation or migration, marketing automation migration, field mapping and deduplication. Standardised lifecycle stages, routing and scoring. Rebuilt workflows, integrations, attribution and dashboards. Cross-sell automation. Team training. Then retiring the systems you no longer need.
Post-merger stabilisation
Embedded support once the main integration is done. We fix what surfaces, improve adoption, train teams, refine reporting, document governance and hand over to your permanent team.
For serial acquirers: every engagement leaves behind a documented integration playbook, so the next acquisition onboards faster.
Book a post-acquisition GTM systems reviewScope
Clear about what we own
We own the systems, data and automation that connect marketing, CRM and sales. Where an integration needs specialist finance or compensation work, we work alongside the people who own it, making sure the systems capture what they need.
- Marketing
- CRM
- Sales
- Customer success
- Billing and finance
We own
- CRM architecture, consolidation and migration
- Marketing automation migration (Marketo, Pardot, HubSpot)
- Data mapping, deduplication and governance
- Lifecycle stages, lead routing and scoring
- Integrations and workflow automation
- Attribution, GTM dashboards and reporting infrastructure
We work alongside your specialists on
- Billing and revenue data
- ARR and CARR definitions
- Quota and territory design
- Commission plans
- Forecasting methodology
- Revenue recognition
These sit outside revenue and marketing operations, so they stay with the specialists who own them.
Who we work with
Built for the people who inherit the integration
Operating companies
B2B software companies that have just acquired
For CROs, CMOs, COOs and RevOps leaders who need two commercial teams working from one system without losing the data, automation or reporting they rely on.
Book a reviewInvestors
Private equity and serial acquirers
Every bolt-on arrives with its own CRM. For operating partners and value-creation teams running buy-and-build strategies, we bring a repeatable way to assess and integrate commercial systems that feeds into the 100-day plan, with reporting the board can rely on.
Talk about your portfolioPartners
Recruiters and interim RevOps leaders
Post-acquisition RevOps briefs often expect one person to cover leadership, CRM, marketing automation, data and reporting. You place the interim leader. We take on the systems and data integration workstream alongside them.
Partner with usWhy us
We don’t sell you a platform. We help you choose the right one.
Platform-neutral advice
We work across Salesforce, HubSpot, Marketo and Pardot and have no stake in which one wins. We recommend based on the audit; your stakeholders make the call.
Senior-led
Caroline leads every engagement personally, with more than 15 years in marketing and revenue operations, in-house and agency-side, across tech, fintech and financial services.
Hands-on, not slideware
The person who writes the audit is the person who does the work.
UK-based and GDPR-aware
Consent and subscription data is handled properly when two databases become one, with protocols agreed alongside your legal team.
Relevant work
Clients anonymised, across financial services, fintech and tech.
HubSpot, Pardot and Salesforce
Working with an agency partner. The acquired business ran HubSpot; the acquirer ran Pardot and Salesforce. Audited both set-ups, mapped processes and Salesforce data sync, cleaned up the systems, wrote protocols for each team (including GDPR processes with legal) and advised which CRM to keep, including costs.
Marketo to HubSpot
Led and delivered end to end. Mapped the existing system, preserved legacy data, and wrote the blueprint and the execution document.
Oracle to Marketo
Owned processes for the European team, covering mapping, data capture and system clean-up, alongside a Salesforce partner agency and a connector syncing Marketo with Salesforce. The new set-up went live without losing data, and all data was captured in one tool for the first time.
MarTech integration
Connected HubSpot, Salesforce and the wider MarTech stack into a single ecosystem, with governance to keep the data accurate.
Worked with
FAQ
Questions acquirers usually ask
Which CRM should we keep?
It depends on fit, not habit. The audit compares both systems against how the combined business will sell, report and grow, and weighs data, integrations, cost and team skills. We recommend; you decide.
Do we have to merge into one system at all?
Not always. Sometimes the right answer is two connected instances for a period, or a multi-brand set-up such as HubSpot business units. The audit tells you which approach fits and why.
Which platforms do you work with?
Salesforce, HubSpot, Marketo and Pardot, including migrations onto and between them, such as Oracle to Marketo and Marketo to HubSpot.
What about Marketo and Pardot?
Marketing automation is part of the integration: auditing both set-ups, preserving legacy data, and migrating programmes, forms, scoring and nurture.
How long does it take?
It depends on how complex both systems are and how many teams need to be involved. Mergers often take longer than expected, which is why we start with an audit and blueprint rather than a fixed timeline.
How much does it cost?
Every acquisition is different, so we scope each engagement individually after a first conversation.
How do we keep reporting running during the switch?
We plan for it from the start. Leadership reporting keeps running from the existing systems until the combined view has been checked, so there is no gap in what the board sees.
How do you handle GDPR and consent?
Consent records, subscription preferences and lawful basis are mapped and carried across deliberately, never bulk-imported. We agree the processes with your legal team and data protection lead.
When should we bring you in?
Ideally between announcement and the first 30 days after close. If integration has already started and stalled, we pick up from where you are.
Book a review
Tell us about the acquisition
Which systems run on each side, where the deal is now, and what the business needs to see first. Caroline will reply personally. Conversations are confidential.