Tango Acquisition Integration

OVERVIEW:

A post-acquisition integration effort to unify two organizations across sales, marketing, branding, and systems — operating as one unified company in market. Program extended across 6 Marketing/GTM workstreams and 5 Product & Technology workstreams.

KEY PLAYERS:

  • Chief Strategy & Corporate Development Officer

  • Chief Marketing Officer

  • Vice President Transactional Sales

  • Vice President Marketing

  • Vice President Branding

  • Sr. Director Revenue Strategy & Analytics

  • Vice President Product Marketing

  • Vice President Enterprise Sales

  • Chief Information Security Officer

  • Marketing Teams

  • Sales Teams

  • Product Teams

KEY OBJECTIVES:

  • Implement a unified sales process, lead flow, and CRM approach across both organizations (SMB Transactional, SMB Embedded, Enterprise)

  • Create a common website and SEO experience across all digital properties

  • Align on shared branding, messaging, and tone of voice — leading with the acquired brand as a division of the parent company

  • Consolidate marketing automation platforms to prevent duplication and improve retention

  • Align on one source of truth for metrics and reporting across both organizations

  • Integrate product and technology systems across both entities: sign-up flow, bulk ordering, content sourcing, and in-product retention

KEY OUTCOMES:

  • Unified lead definitions, funnel metrics, and status alignment across both organizations

  • Reporting consolidated to a single financial period and simplified for consistency

  • Agreed-upon brand messaging, tone of voice, and branding guidelines finalized

  • Website Phase 1 pages completed and launched

  • CRM access established and sales teams onboarded across both platforms

  • Marketing automation platforms integrated to eliminate duplication

  • Physical bulk ordering enabled in the combined product portal