Integrating acquired companies' sales systems into a unified CRM platform

Ramachandran, Devanand (2025) Integrating acquired companies' sales systems into a unified CRM platform. World Journal of Advanced Engineering Technology and Sciences, 15 (3). pp. 2584-2594. ISSN 2582-8266

The integration of Customer Relationship Management (CRM) systems following mergers and acquisitions (MandA) is a vital, yet often under-prioritized component of post-deal success. This review explores the strategic, technical, and organizational challenges associated with harmonizing sales systems into a unified CRM platform. Drawing from academic literature, industry reports, and real-world case studies, the paper identifies critical success factors including data transformation accuracy, user adoption strategies, middleware utilization, and AI-driven automation. A theoretical integration model is proposed, supported by empirical findings from six global enterprises. The analysis reveals that successful CRM integration demands a blend of technological excellence and human-centric change management. Future research and implementation strategies must address interoperability, governance, and evolving AI capabilities to ensure scalable and resilient CRM ecosystems post-acquisition.