The Brightrose Effect: 100 Days to Complete Post-Merger GTM Integration

Mergers create opportunity - but they also create complexity. Two companies may unite on paper, but without a unified go-to-market (GTM) strategy, customers, investors, and employees are left with mixed messages. For one Brightrose client, the challenge was urgent: align sales, marketing, and product positioning quickly to capture momentum from a recent merger.

Brightrose partnered with leadership to design and execute a 100-day GTM integration plan that brought clarity and confidence to the market.

Here’s how we delivered it:

1. Customer segmentation – Mapped the combined base to uncover cross-sell and upsell potential.

   
   

2. Unified value proposition – Aligned messaging to clearly communicate the merged company’s strengths.

   
   

3. Sales playbooks – Equipped reps with consistent tools to approach prospects and accounts.

   
   

4. Marketing campaigns – Launched unified campaigns to signal innovation and scale to the market.

   
   

5. Operational alignment – Integrated systems and reporting to create transparency across teams.

   
   

According to Bain’s 2025 M&A Report, 70% of mergers fail to achieve revenue synergies without deliberate GTM integration in the first year.

For this client, Brightrose turned 100 days into a launchpad for growth, ensuring the merger story resonated where it mattered most - at market. 

That’s the Brightrose Effect.