The Merger & Acquisition Leader's Playbook

CHAPTER 7Marketing and Sales: Which Every Organization Must Do

The marketing and sales component of the commercial playbook gets at how to drive organic revenue growth with customers. With a new merger and acquisition (M&A) or private equity (PE) deal, this is the lifeblood of driving incremental value and coupled with the other playbooks driving success for your deal.

As noted before, every marketing and sales funnel there ever was is a variation of AIDA: awareness, interest, desire, action. It's all about helping prospects move through the funnel. This chapter lays out the basic steps of AIDA to do that by working through four tools:

Tool 7.1 Purchase and Sales Funnel Management—essentially an overview

Tool 7.2 Marketing Planning

Tool 7.3 Creative Brief

Tool 7.4 Strategic Selling—elaborating on more complex sales

Note the most up-to-date, full, editable versions of all tools are downloadable at primegenesis.com/tools

Tool 7.1: Purchase and Sales Funnel Management

Awareness: Step 1 Is Making People Aware of Your Offering—You to Them

This is going to be different depending on the size of your target audience. If it's a small set, you can reach out to them and those influencing them directly. If it's a broader set, you'll likely need some sort of mass media like TV, radio, print, online, and streaming. In any case, remember the objective is awareness—broad and shallow. So ...