Deal-makers often don’t consider customers. When they do, everybody wins.

M&A in 2018 is hot, and the strategic levers driving M&A are clear. However, what is less obvious is how to make M&A moves more successful. At Prophet, we’ve seen first-hand that many organizations leave value on the table by neglecting strategic go-to-market decisions. Often because they misunderstand customer-experience variables or they tackle brand and marketing decisions as superficial (e.g. logo design) or secondary issues, without the strategic and analytical rigor needed to add value to the deal. To understand the performance gap we conducted interviews with executives across industries and functions revealing a significant opportunity to improve M&A returns.

Read the article on CFO.com.

 

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