POST-MERGER COMMERCIAL ALIGNMENT / GROWTH PROJECT™

Bring commercial teams together around shared priorities.

Create a practical plan for aligning customers, opportunities, responsibilities, and ways of working as commercial teams come together after a merger or acquisition.

Four colleagues aligning commercial priorities around a shared plan.

Shared priorities.

A clearer way to work together.

What progress can look like

A shared view of the most important commercial priorities and customer considerations.

Clearer responsibilities for accounts, opportunities, and cross-functional decisions.

A focused plan for testing cross-sell or market-development opportunities.

A regular forum for resolving issues and reviewing progress across the combined team.

The AIRAS approach

AIRAS is how the work gets done. Mindset, skillset and toolset are what your people build.

Align

Choose what matters.

Agree on what matters and what success looks like.

Shared priorities. Clear ownership. Success measures.

Inspire

See what good looks like.

Build the belief and motivation to turn challenges into progress.

Connect the work to shared business goals.

Reflect

Know where you stand.

Build self-awareness and identify what you can change.

Surface the habits, assumptions, and barriers holding your team back.

Apply

Build it and put it to work.

Teams learn by doing with support from expert coaches.

Review project outputs, results, and lessons with senior leaders.

Scale

Prove it and grow it.

Turn successful projects into lasting ways of working.

Build shared playbooks and equip internal owners to sustain progress.

Built around your team’s real work.

Explore who the project is for, what is included, and how the work unfolds.

Bringing businesses together creates commercial possibilities, but also uncertainty. Teams may use different language and processes, account ownership may overlap, and customer communication can become inconsistent.

This Growth Project™ gives commercial leaders a focused setting to work through those decisions, identify where coordination matters most, and turn priorities into an owned action plan.

Who this project is for

Commercial and integration leaders bringing together sales, marketing, customer success, or related teams after a merger or acquisition. Include representatives from both businesses and the leaders who can resolve ownership and priority decisions.

Bring a defined commercial scope, appropriate access to customer and opportunity information, and an executive sponsor.

Commercial alignment assessment and priority decision list.
Customer, offer, and opportunity mapping for the agreed scope.
Account coverage, responsibility, and handoff agreements.
Selected growth-opportunity plans and customer communication priorities.
Action roadmap with owners, review measures, and escalation routes.

Establish the starting point. Compare customer segments, offers, account coverage, and current ways of working.
Agree on priorities. Identify where alignment is most urgent and which growth opportunities merit further investigation.
Make the working agreements. Clarify responsibilities, handoffs, customer communication, and the decisions that need leadership input.
Coach through action. Review selected account or opportunity plans, resolve obstacles, and refine the shared operating rhythm.

Set around the integration stage, commercial scope, and decisions that need alignment.

Meet the coaches and experts behind the work.

Our coaches and experts bring experience in commercial growth, research, marketing, and team resilience. We shape the team around your priorities and agree the right support for your project.

Kurt Friedmann

Growth Coach

Kurt designed and implemented sales and customer service training programs as a partner at Impact Learning Systems. He later led Mentored Pathways as CEO and has served as an advisor, investor, mentor, and coach to more than 700 companies.

John Follett

Co-Founder | Demand Metric

John is the architect of the INSIGHTS™ Framework. His research has helped brands engage buyers, establish thought leadership, and build pipeline, with work for Salesforce, Adobe Marketo Engage, HubSpot, Smartsheet, and more than 100 other companies.

Jesse Hopps

Founder | Commercial Excellence Consortium

Creator of the Mindset, Skillset, Toolset framework and Founder of Demand Metric, Jesse helps B2B teams turn strategy into practical capabilities. His consulting experience includes work with Microsoft, Mitsubishi, and Esri. His focus is helping leaders clarify priorities, put practical tools to use, and develop their teams’ ability to apply new approaches to real business challenges.

Ron Denoo

Growth Coach | Commercial Strategy

Ron brings commercial leadership experience from Mitsubishi Chemical Group, with a background spanning innovation, market strategy, and business leadership. As a Growth Coach, he helps teams work through live opportunities using practical tools, objective advice, and mentorship that supports better decisions and action.

Jerry Rackley

Marketing Research & Analytics

Jerry combines four decades of sales and marketing experience with research, consulting, and teaching at Oklahoma State University. The author of Marketing Analytics Roadmap and a former Demand Metric Chief Analyst, he brings expertise in marketing strategy, customer understanding, content, and analytics.

Dr. Paul Stoltz

Growth Coach | Resilience & AQ®

Founder and CEO of PEAK Learning and originator of Adversity Quotient®, Paul focuses on the science of resilience. His work on AQ and GRIT helps leaders respond constructively to change, strengthen adaptability, and build the mindset to keep progressing through difficult challenges.