How To Make An Acquisition Successful

Marketing Innovation

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How To Make An Acquisition Successful

Marketing Innovation

A year ago, we sold LiveRamp, a 50-person startup, to Acxiom, a 5,000-person goliath of the marketing world.

Of course, I was ecstatic: we had a tremendous outcome for our team and our investors, as well as the ultimate validation for our product (which every entrepreneur seeks).

But alongside the celebrations, I also had a deep sense of loss. I assumed it was the end of what made LiveRamp special. Like most startups being acquired  by big companies, I assumed that a large bureaucracy would crush our culture; we’d lose our agility and focus; our team would lose its drive and ultimately  leave; and our products would become stale.

This piece originally appeared on TechCrunch, click here to continue reading.