Tango Acquisition Integration

(Marketing / Sales)

OVERVIEW:

A post-acquisition integration effort to unify BHN and Tango across sales, marketing, branding, and systems — operating as "One BHN" in market. Program extended across 6 Marketing/GTM workstreams & 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 BHN and Tango (SMB Transactional, SMB Embedded, Enterprise)

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

  • Align on shared branding, messaging, and tone of voice — leading with Tango brand ("Tango – a division of BHN")

  • Consolidate marketing automation between Marketo (BHN) and HubSpot (Tango) to prevent duplication and improve retention

  • Align on one source of truth for metrics and reporting across Tableau (Tango) and Power BI (BHN)

  • Integrate Tango P&T systems with BHN: sign-up flow, bulk physical ordering, content sourcing, BHNR integration, and in-product retention

KEY OUTCOMES:

  • Unified lead definitions, funnel metrics, and status alignment across BHN and Tango

  • Reporting transitioned to BHN financial periods; BHN and Tango reports simplified for consistency

  • Agreed-upon brand messaging: "Easy to send, awesome to receive"; tone of voice and branding guidelines finalized

  • Tango website Phase 1 pages laid out in Webflow; Site updates completed

  • CRM system access established; SDAs given access to both Dynamics & Salesforce

  • Workato implemented to sync HubSpot & Marketo

  • Physical bulk ordering in Tango portal