In the technology sector, mergers and acquisitions (M&A) are often the reason that clients seek support for their brand strategy. While 2023 is likely to see fewer mergers and acquisitions than in recent years due to market uncertainty, the trend is set to continue. Why?
Because companies will continue to look to M&As to accelerate their digital agendas, adoption of cloud-based services, and the commercialisation of technology such as IoT, robotic processes, and virtual reality (VR) [Deloitte, 2022]. It’s also likely that we’ll see more M&As happening in the IT channel as it moves increasingly to as-a-service and value-added advisory models.
So how can marketing help as we go forward? Due to confidentiality considerations, careful crafting of an M&A strategy behind closed doors, away from every business function not directly involved in the process, including marketing, can seem the safest approach to take. But this leaves marketing teams on the back foot, scrambling to support announcements and comms around the M&A with no time to properly consider or prepare for what comes next and when.