6 Key Success Factors for Commercial Integration

After a merger or acquisition, commercial integration is one of the biggest challenges.

Without disciplined project management, it can quickly lead to losses—loss of key employees, revenue, and even customers. We’ve identified 6 key success factors for effective commercial integration and project management.

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Commercial integration project management is the key to success in any merger or acquisition. By introducing structured, professional project management from day one, you create clarity, momentum, and buy-in—greatly increasing your chances of long-term commercial success.

In this article, we outline the 6 success factors for effective commercial integration project management:

Adapt continuously—stay realistic and agile
Form a dedicated commercial integration team
Start with a shared integration vision
Work with a clear step-by-step roadmap
Establish internal and external communication from the outset
Define clear KPIs

1. Adjust as Needed — Stay Realistic and Agile

Commercial integration rarely goes exactly according to plan. That’s why it’s crucial to build in flexibility from the start.

Key principles to keep in mind:

Prioritise by impact – don’t try to do everything at once
Adapt plans based on client and stakeholder feedback
Use pilot projects to test what works – e.g. a combined sales team in one region

An agile approach, for instance using sprints, helps you remain adaptable while maintaining direction and momentum.

2. Form a Dedicated Commercial Integration Team

In this case, a good start truly is half the battle. Ideally in the pre-deal phase—or immediately after closing—form a dedicated team responsible for commercial integration.

Select people with the mandate and authority to make real-time decisions. Without that, your integration project risks stalling before it even begins. Key roles to include:

An integration manager
Marketing, sales, and communication professionals from both organisations
Subject matter experts in CRM, pricing, and customer service

This integration team should report to a steering committee—a senior decision-making group where the integration manager presents plans and aligns them with executive leadership.

3. Start with a Shared Integration Vision

Establish a clear and unified commercial integration vision early on. This vision acts as the compass for the merger or acquisition—it provides direction for how the two organisations will come together, why, and to what end.

From a commercial perspective, your integration vision should address:

What commercial goals do we want to achieve?
What are our quick wins, and what’s part of the long-term strategy?
What do we want to preserve—such as strong client relationships?
Where should we harmonise, and where should we allow differentiation?

A strong, shared vision provides structure throughout the commercial integration process and prevents teams from working at cross-purposes.

4. Work with a Clear Step-by-Step Plan

Use a structured project approach—ideally broken down into four key phases:

Phase 1: Analysis & Planning	Phase 2: Design	Phase 3: Implementation	4: Evaluation & Optimisation
Customer inventory (overlap, loyalty, contracts)	Define new commercial structure (teams, roles)	Internal communication and training	Monitor KPIs (revenue, customer satisfaction, churn)
Process review (CRM, pricing, proposals, campaigns)	Develop sales and marketing strategy (e.g. segmentation, cross-sell focus)	Update systems, contracts, and pricing models	Build in structured feedback loops
Map commercial opportunities and risks	Align key processes (CRM integration, lead management)	Joint approach to clients and key accounts	Continuously improve based on insights

5. Ensure Internal and External Communication

Good communication is just as important as having a strong strategy. It ensures alignment, reduces uncertainty, and builds trust—both internally and externally.

Key focus areas:

Internal: Communicate transparently about upcoming changes, evolving roles, and new systems
Commercial teams: Equip sales and account managers with a clear message for client conversations (“why this is good for you”)
External: Inform clients at the right moment, in the right way, with relevant messaging

A well-planned communication calendar helps ensure consistency across all channels and stakeholders.

6. Define Clear KPIs

What you measure, you can manage. Defining the right commercial KPIs ensures focus, accountability, and progress tracking throughout the integration process.

Examples of relevant KPIs include:

Retention of top clients
Cross-sell ratio between merged entities
Pipeline volume post-integration
Customer satisfaction / Net Promoter Score (NPS)
Realisation of commercial synergies (e.g. cost savings or additional revenue)

Track performance through weekly or monthly reporting, and use real-time dashboards to visualise progress and make informed decisions.