Once a merger or acquisition is approved, someone still has to bring two brands and multiple websites and content ecosystems together. The scope is almost always larger than it looks. And it’s full of gotchas that can lead to blown timelines and budgets and a poor digital experience for your users.

What looks straightforward at first quickly expands into decisions about messaging, information architecture, SEO, governance, migration and content operations.

This guide walks through the milestones and responsibilities for marketing, digital, brand and operations teams.

Follow a Systematic Approach

• Where the handoff happens: Understand what you’re inheriting before the real integration work begins.
• What the work actually covers: See every task involved across brand, content, digital experience and content operations.
• What derails even well-resourced teams: Learn six common migration challenges and how to plan around them.
• What a repeatable process looks like: See how Keysight built a scalable approach across multiple acquisitions.
• How to turn it into a strategic win: Use the integration effort to improve information architecture, governance and long-term content operations.