Overview
Provided independent marketing technology due diligence for private equity investors evaluating acquisitions in digital, retail and consumer sectors. Assessed martech stack capability, digital marketing performance, data infrastructure quality and privacy compliance posture — delivering pre-acquisition risk identification, post-acquisition rationalisation roadmaps, and value creation plans with prioritised digital marketing improvement initiatives.
Who This Is For
Nordic and European private equity firms, growth equity investors, or venture capital funds evaluating acquisitions or portfolio companies in digital, media, retail, SaaS, or consumer sectors. Needing independent assessment of marketing technology capability, digital commercial performance, and data infrastructure as part of commercial due diligence.
The Challenge
Standard due diligence processes rarely include a rigorous assessment of martech capability, data infrastructure, or digital marketing effectiveness. Acquirers discover post-close that the digital marketing operation is weaker than the headline metrics suggested: attribution is flawed, the martech stack is fragmented and expensive, customer data is poorly governed, and the team lacks the capability to operate the tools they are paying for.
What We Propose
Pre-Acquisition Martech Assessment - Independent evaluation of target company martech stack, digital marketing performance, data infrastructure, and team capability within due diligence timelines. Digital Marketing Performance Audit - Assessment of channel performance, attribution methodology, and commercial effectiveness distinguishing genuine digital capability from misleading metrics. Data & Privacy Compliance Review - Review of customer data infrastructure, consent management, and GDPR compliance posture identifying regulatory exposure. Martech Stack Rationalisation - Post-acquisition martech audit and rationalisation roadmap reducing cost and complexity. Value Creation Roadmap - Prioritised digital marketing improvement plan with specific initiatives, investment required, and expected commercial impact.
Why It Matters
Due diligence accuracy - Digital marketing capability assessed independently, not reliant on management presentations or platform dashboards. Post-close risk reduction - Martech and data issues identified before acquisition, not discovered after integration begins. Value creation clarity - Specific, prioritised digital improvement initiatives with commercial impact estimates. Portfolio efficiency - Common digital marketing improvement playbooks that reduce per-company cost.
Developed a data operations strategy for a professional association to improve member and non-member insights and enable more effective marketing investment decisions. Designed a secure, privacy-compliant data architecture connecting CRM, web analytics and event systems, and implemented data governance processes aligned to GDPR obligations.
Developed a CRM activation strategy and workflow redesign for the advertising sales team of a Nordic digital marketplace, covering both B2B advertiser and B2C platform relationships. Redesigned sales workflows, integrated content and pitch assets into CRM stages, and implemented a pipeline governance model to improve revenue forecasting and sales team adoption.
Led the migration of intranet content for a major food manufacturer, managing the transition of a large, multilingual content estate across platforms without disruption to day-to-day internal communications. Delivered content audit, taxonomy alignment, and structured migration approach covering content across multiple regions and languages.