Managing Marketing Operations During M&A Transitions

This case study details the challenges faced by marketing operations teams during mergers and acquisitions (M&A), specifically focusing on Adobe's acquisition of Magento, Marketo, and Workfront. The document outlines the complexities involved in managing multiple Marketo instances while handling a significant increase in lead volume, which reached approximately 20 million leads. It describes how DemandLab provided support to the marketing operations teams, emphasizing the importance of change management and the need for a pragmatic approach to ensure system stability. The case study presents a three-step solution that included conducting an audit to identify system breakdowns, reporting risks and options to stakeholders, and implementing a new technical solution that improved lead visibility and transfer processes. The outcomes highlighted the effectiveness of DemandLab's strategies, which resulted in enhanced operational efficiency and the successful integration of marketing initiatives with broader business goals, ultimately leading to team stability and success during the transition period.