Marketing consultants and Marketing Directors can all too often be pulled to the table of a merger or acquisition too late in the day to add real value beyond the normal 'housekeeping'. A merger or acquisition is after all a strategic move of substantial consequence for the way a business or brand is perceived. Too many mergers or acquisitions fail due to a lack of consideration for how the market will respond. There is also the major issue of retaining brand names or consuming brand names. Bottom line success rates can be lifted in Marketing people are at the table early on!
the importance of involving marketers and their core competencies in merger and acquisition (M&A) planning and integration is often overlooked — at great expense. For the last decade or more, various research reports have pegged the merger failure rate at anywhere from 50-85% (that is, the percentage of mergers that do not achieve their synergy targets). However, a 2015 study featuring more successful mergers reports that there is a direct correlation between M&A situations in which companies achieve their goals, and for those in which there is a clear, consistent plan in place.