Sales Enablement After an Acquisition: $6.1M in New Business

At a glance

A marketing software firm with offices in the U.S., Europe, Japan, and Australia — targeting large B2C enterprises with ARR in the hundreds of millions — faced one of the hardest post-acquisition challenges: integrating two companies' sales cultures, processes, and systems. More than 200 quota-carrying professionals were spread globally, and zero percent of either sales force knew the other's product.

Challenges

• Sales processesThe sales teams needed to adapt to new processes, tools, and metrics to sell effectively.
• Customer acquisitionWith new products and services, teams had to shift messaging to current customers and focus on new markets.
• Product knowledgeIt was essential for both sales teams to consume training and materials on the other's products and services.

Solution

True Blue ran a six-month post-acquisition enablement program:

• Sales collateral creation and updates for the combined portfolio
• Sales and customer service team training
• Sales playbook development
• Customer communication on the changes and benefits of the acquisition
• Ongoing performance monitoring

Benefits

1. Revenue on the board$6.1M in new business within six months of the acquisition.
2. Pipeline created466 new opportunities generated by newly cross-trained teams.
3. One sales forceTwo cultures, processes, and toolsets merged into a single operating rhythm.
4. Customers retainedProactive communication turned acquisition uncertainty into a cross-sell story.