Managing Growth by Merger & Acquisition (M&A) - Driving Revenue Collaboration

  • 27 January 2023
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M&A has been a common topic recently, as I’ve had discussions with a couple of different customers who are figuring out how to manage their M&A process, especially when it comes to SFDC and Clari. So I wanted to share some of the topics that we discussed in case it helps other people.

Primary and Secondary Considerations

As you’re going through this process, you will want to review and understand your primary and secondary considerations as they will have a significant impact on merging the companies and how you may decide to manage SFDC instances and Clari:

Primary Considerations — You need to understand how the different companies are similar and different concerning:

  • Metrics (ACV, TCV, ARR, MRR, Usage, etc.)

  • Sales Process (stages, forecast categories, methodology, etc.)

  • Forecast Cadence (1-on-1’s, pipeline reviews, forecast calls)

  • GTM & Co-Selling Model (primary rep, opportunity owner)

  • Org Structure within Parent

  • Technology Stack (CRM, ERP, Billings, CPQ) 

Secondary Considerations - You can not merge data unless these data elements are aligned:

  • Role Hierarchy or Territory Hierarchy

  • Accounts and Parent Accounts

  • Opportunities and Fields

  • Data Cleanliness and Quality

Options for Managing M&A with Clari

Option 1 — Consolidate into a single Salesforce (SFDC) instance connected to a single Clari instance

  • Each SFDC instance is consolidated and merged into a single SFDC instance    

  • Clari is integrated into the consolidated SFDC instance, and all team members are using the same instance of Clari

  • This allows for a single pane of glass up and down the hierarchy

  • Considerations on the timing of SFDC consolidation, as well as how data is brought into a single SFDC instance

Option 2 — Create separate Clari instances connected to each SFDC instance

  • Each SFDC instance is connected to a separate Clari instance

  • Each set of team members is using the Clari instance that is connected to their respective SFDC instance

  • Each instance operates individually from one other and does not need to see data from other instances

  • Considerations on the aggregation of a global forecast and pipeline data as well as access permissions for users who may need to log into more than one Clari instance

Typically these are the key considerations to drive which of the above options you may pursue:

  • “How well aligned are sales processes and forecast cadence?”

  • “Has the co-selling model and org structure been defined?”

  • “Do the accounts, as well as opportunities and fields, map across companies?”

These are just some initial topics that were discussed, as there is a lot of detail and nuance that goes into this process. 

Please reach out to your CSM if you need deeper discussions on this.


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