Are you a post-merger and acquisition (M&A) data center?

What should your data center be doing to brand the new company?

Branding a new company involves two highly critical tactics:

  • SMART goals
  • Buyer personas

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Following a merger and acquisition in the data center industry, sales and marketing teams often face numerous struggles and challenges. 

Overall, the impact of mergers and acquisitions on data center companies can be significant, but by addressing these challenges, teams can navigate the transition more successfully.

SMART Goals for Newly Merged Data Center Providers

SMART goals are goals that are:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time-bound

SMART goals are important tactics for businesses to use because:

  • They help organizations stay on track
  • They hold appropriate personnel accountable
  • They delegate responsibilities
  • They help businesses measure the success of their campaigns or strategies.

With SMART goals, businesses are able to analyze factors such as their productivity, performance rate, and where their campaign/efforts faltered.

Moreover, SMART goals help to get everyone on the same page about top priorities.

Post-Acquisition Realignment of Data Center Buyer Personas

Buyer personas are semi-fictional representations of your ideal clients based on research and educated speculation. When developing your buyer persona, it is important to ensure you do not simply guess or take shortcuts.

Often, after an M&A has taken place, outdated buyer personas are not forgotten; this is a mistake. After an M&A, everything should start from scratch.

Your target audience is something you should be thinking about before the merger. Also, consider how your current market will fit together regarding your sales process. Traditionally, this is something that is vetted out during due diligence.

With M&A, changing that can be pretty expensive if one of two brands has an amazing product/market fit with one or more buyer personas in a certain geographic area. Again, these are things to be considered prior to a merger.  

How did mergers and acquisitions affect your data center company? Let us know in the comments below.

Learn more about Colocation Data Center Providers and Go-to-Market Strategy (GTM) for Growth.

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