Helping Companies Navigate Acquisitions: Lessons from the Trenches

Most agencies shy away from clients on the verge of an acquisition. Why? It’s simple: an acquisition often means the agency loses the client once the deal closes. At Conveyor Marketing Group, we see it differently.

When clients set their sights on an exit, it gives us a clear target: help them hit their goals. Whether that’s growing revenue, entering new markets, or bolstering their brand’s credibility, these objectives create a shared sense of purpose. Yes, there’s always a 50/50 chance we’ll lose them afterward, but seeing them succeed is worth it every time. Honestly, we often stay on post-deal because we’ve built so much trust along the way.

Lessons from Helping Clients Achieve Big Exits

Over the years, we’ve had the privilege of working with many companies preparing for major transitions. Though we can’t name names, the stories are real:

• A boutique professional services firm acquired by a global consulting firm.
• A healthtech company merging with a healthcare analytics powerhouse.
• A SaaS tech company bought by one of the largest tech companies in the world.

In each case, the companies had big, audacious goals. Our job was to help them achieve those goals by ensuring their marketing strategy aligned with their business trajectory.

Here’s what we’ve learned:

1. You Can’t Turn Off Marketing When a company is preparing for acquisition, there’s often a misconception that marketing can slow down—or stop altogether. Legally, that’s rarely an option, but strategically, it’s a terrible idea. Acquirers are looking for growth potential, and a dormant marketing engine sends the wrong message. Post-merger, if growth is the goal (and it always is), marketing needs to stay fully operational.
2. Alignment Takes Time—Plan for It We’ve been through this ourselves when Conveyor went through an acquisition and merger. No matter how well you plan, aligning two teams takes longer than anyone expects. You can integrate systems and tools, but the human side of the transition—getting people in the right roles and ensuring everyone is rowing in the same direction—requires patience and prioritization.
3. Trust and Transparency Are Non-Negotiable Acquisitions are deeply personal for the people involved. Whether it’s a founder handing over their life’s work or employees navigating uncertainty, trust is the currency that matters most. That’s why we invest in relationships beyond marketing, working closely with leadership, sales, and even HR to ensure our strategies reflect the whole picture—not just the marketing department’s priorities.

Why This Matters to Us

We’ve been there. Conveyor’s own acquisition journey taught us how critical it is to have steady hands guiding the process. And we’ve seen how transformational it can be for our clients when they have the right team in their corner.

At Conveyor, we thrive on helping companies achieve their biggest milestones, even when it means we might part ways afterward. It’s about more than marketing; it’s about being a trusted partner through one of the most pivotal moments in a company’s life.

If you’re in the thick of an acquisition—or just starting to think about one—I’d love to hear your story. No strings attached, just a genuine curiosity to learn from others as they map their paths and share what we’ve seen along the way.