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Contents

1. Revenue systems

2. Builds

3. The operator

4. Writing

5. Journal

6. Resume

7. Appendix

230 wordsby CONNOR J. LAUGHLIN

Post-acquisition GTM bridge.

Marketing integration across acquired brands, web properties, and a regulated Canadian business unit.

Outcome

Led marketing integration across multiple acquisitions, acquired brands, web properties, and Canadian regulatory jurisdictions.

Integration sequenceThe marketing integration stages: brand consolidation, site merge, lifecycle mapping, a claims review that holds regulated copy until it clears, and the jurisdiction requirements the result has to satisfy.BRAND CONSOLIDATIONSITE MERGELIFECYCLE MAPPINGCLAIMS REVIEWJURISDICTION REQUIREMENTS
FIG_013 [ Integration sequence ]An acquired brand gets folded in on this sequence, and the claims review comes before launch.

Acquisitions arrive with their own brand, their own pipeline, and their own idea of how selling works. I ran the marketing half of the merge: one architecture, one set of definitions, and a bridge that put the acquired software product into the motion that already existed. For the Canadian unit I learned the compliance and market requirements first, then operationalized them.

The case

  1. 01The problem

    A services business and an acquired SaaS capability had different sales motions, buyer expectations, and expansion paths.

  2. 02What I built

    I built a hybrid GTM architecture: product-led, sales-assist, and enterprise-services expansion, PQL scoring, customer-health logic, cross-sell triggers, named-account campaign strategy, and rep retraining.

  3. 03What changed

    The acquired capability became easier to position, sell, and connect to the broader platform story.

  4. 04Why it mattered

    The deal thesis assumed cross-sell, so the work was the PQL scoring model, the cross-sell triggers, and retraining the reps on what to do when one fires.

  5. 05What it proves

    Deal logic turned into positioning a rep can use and a scoring model that fires on real product usage.

Proof

Chapter figures

cross-sell opportunity and expansion motion
Installed-base analysis. cross-sell opportunity and expansion motion. Analyzed the installed base to uncover a large cross-sell opportunity and build a targeted expansion motion. Economics, client counts, and penetration stay private..
integration scope
7 acquisitions. integration scope. 8 acquired brands, 3 web properties.

Systems built

  1. Hybrid PLG, sales-assist, and enterprise-services architecture
  2. PQL scoring and customer-health logic
  3. Cross-sell triggers and expansion paths
  4. Named-account campaign strategy
  5. Rep retraining curriculum

Chapter details

Scope
  • PLG
  • sales-assist
  • enterprise services
  • PQL scoring
  • customer-health
  • cross-sell.
Stack
  • CRM
  • Product analytics
  • Customer-health logic
  • Enablement
Governance
  • Named-account redaction
  • company-level claim labels
  • change control

Governance notes

  • Cross-sell economics, client counts, and penetration rates stay in private packets
  • Company-level outcomes such as retention and acquisition cost are not published as personal achievement claims
  • Cross-sell logic shared as architecture only, with no named accounts in public artifacts

In the interview

I built the GTM bridge that turned acquired software into a cross-sell motion across the platform.

Long form

A written walk-through of this one, in full.

Read it
Email Connor

Open to VP of Marketing & GTM, Head of GTM, VP Revenue Operations, and GTM engineering roles at AI-native B2B SaaS and PE-backed growth companies that build the tools of change. Chicago, hybrid or remote.