If you’ve ever worked at a company that does M&A deals, you know how things really work.

You know that it’s easy to get caught without a plan.

M&A deals can happen fast. When they do, everyone looks to the CMO to protect and grow the value of the acquired brand—whether it’s a company, a product or a technology platform.

But if you’re not prepared, your chances of driving brand growth are slim. Worse, you risk losing value in your acquired brand and undermining the M&A deal.

5 things to know

Here are five ideas to help you prepare for the acquisition and show your C-suite peers you got this

(1) Start with your team, not with logos

Get your new org chart right for your combined marketing organization, establish a clear role for your peer CMO, and identify leaders for the brand integration.

(2)  Lead your boss

Guide your CEO through the tough decisions about how to protect and grow the value of the acquired brand and the M&A deal, ensuring they get the credit they deserve.

(3) Inspire all your employees

Get employees of both companies excited about what’s changing, what’s not, and what it means for them. Don’t overlook how impactful a change of identity is on people.

(4) Build your fact base

Create a foundation of data and insights to ensure that your decisions about your acquired brand are sound and indisputable.   

(5) Nail the strategy early

Develop a brand strategy and a roadmap that allows you to be prepared for integration before the deal is closed. 

If you stick to these 5 steps, you’ll be out in front of your next M&A deal, and feel empowered to manage it (not be managed by it) from a position of strength.