Mergers, acquisitions, and brand consolidation aren’t just financial moves - they’re strategic pivots that test even the most experienced B2B marketing leaders. As a B2B marketing agency operating across APAC, we’ve seen how integration challenges can derail even the strongest B2B strategy. At the recent B2B Marketing Leaders Forum 2025, we explored these very hurdles - unpacking what happens after the deal is done.
According to Harvard Business Review, 60% of M&As miss the mark. KPMG says it’s closer to 83%. The issue? Not the strategy, but the execution - especially integration.
Brand confusion, cultural clashes, and tangled tech stacks aren’t side effects - they’re the main event. I’ve been through it, I’m still in it, and I know how tough it gets.
At the B2B Marketing Leaders Forum (21–22 May 2025, Sydney), I had the privilege of moderating a panel on this very topic with two powerhouse leaders: Kathryn Chia (Kat) from Telstra Health and Chantelle Lane from Bapcor. Their stories were refreshingly honest and packed with practical advice. Here’s what stuck with me - and what every leader navigating post-M&A brand and team integration needs to hear:
1. Brand Integration Is Core to Any B2B Strategy
Rebranding after an acquisition isn’t just a design refresh - it’s a full identity reset. Kat and Chantelle both inherited brand ecosystems that were sprawling and inconsistent. Telstra Health had to unify 18 brands, each with its own sub-logos and market presence. Bapcor? Over 30 brands and 30,000+ SKUs.
Chantelle shared how they underestimated the time it would take for both customers and internal teams to adjust. Sales dipped. Complaints surged. That was the wake-up call: aligning inventory wasn’t enough - communication had to lead.
If you’re seeing signs of brand fragmentation - confused customers, sluggish sales or internal misalignment - it’s time to pause and recalibrate.
“Do we keep going just because the slide says so, even if it’s not working?”
2. Culture Alignment Is the X-Factor
It’s easy to focus on external competition, but the real challenge often lies within. M&A isn’t just about merging org charts - it’s about blending values, behaviors, and histories.
Kat leaned into transparency and collaboration. Her team runs weekly showcases and open WIP sessions - no polish, just progress. It’s about creating safe spaces where people feel seen and connected during change.
“We don’t always get it right, but we try.” – Kat Chia
Chantelle took a different approach. She built a “non-negotiable” talent matrix, identifying the people Bapcor couldn’t afford to lose and doubled down on retaining them. The result? Not a single one left.
Lesson: Culture isn’t soft stuff, it’s the glue. Aligning values is harder than aligning strategy, but it’s what makes strategy stick.
3. Martech Strategy Can’t Be an Afterthought
Kat inherited a shiny new MarTech stack - what she called a “Ferrari in the garage.” It had potential, but no traction. Instead of chasing perfection, her team prioritized momentum: ditching legacy systems and involving non-marketing teams in onboarding.
“If you wait for the perfect moment to integrate, you’ll wait forever. Sometimes you just have to rip off the band-aid.”
4. Communicate Like Your Job Depends on It (Because It Does)
Change fatigue is real. Chantelle talked about the need to constantly re-pitch her team’s vision internally -keeping belief alive through repetition and clarity. She’s refined her internal elevator pitch to an art.
“You can never over-communicate. Trust is earned daily.” – Chantelle Lane
Kat brought external teams into the brand-building process. One standout moment? A “create a tagline” challenge with the product team. It helped them see that branding isn’t fluff - it’s strategy.
“Everyone thinks they get marketing… until they try it.” – Kat Chia
5. Ruthless Prioritisation Wins
When budgets tighten, the temptation is to chase quick wins. Both leaders resisted. Chantelle uses a 70/30 model: 70% for long-term brand building, 30% for tactical flexibility. Kat focuses on what the team can realistically deliver quality over quantity.
“Effectiveness doesn’t come from clever marketing alone. It comes from alignment.” – Chantelle Lane
Final Thoughts
Kat and Chantelle didn’t just share strategies, they shared how these experiences shaped them as leaders. They spoke about servant leadership, setting boundaries, and making people feel seen.
“Appreciate the people you’ve got. Have real conversations. Let them shine.” – Kat Chia
Brand consolidation isn’t a project, it’s a journey. It takes patience, vulnerability, and a relentless focus on people, purpose, and progress. Whether you’re just starting or deep in the trenches, their stories are a reminder: pause when needed, ask better questions, and always start from within.
This article first appeared on Uzma Atcha's LinkedIn page.