The Overlooked Asset in Mergers & Acquisitions
When companies undergo mergers or acquisitions, the focus is typically on tangible assets, intellectual property, customer contracts, financial performance, and legal compliance. However, the company’s go-to-market (GTM) data is an overlooked yet equally critical asset.
GTM data powers sales, marketing, customer success, and growth strategies in today’s data-driven world. Without a proper assessment, acquirers may unknowingly inherit low-quality, stale, or disorganized data that can hinder their ability to realize value from the acquisition. This ebook dives into why GTM data matters, how to evaluate it, and how it can significantly impact an acquisition’s success.
