Mergers and acquisitions are high-stakes moves designed to unlock growth, expand market share, or streamline operations. But buried under the headlines and handshake photos is the unglamorous reality: data chaos.

Mergers and acquisitions are a special kind of chaos. MarTech teams often find themselves in the eye of the storm, trying to stitch together two (or more) wildly different tech stacks while maintaining business continuity, data integrity, and some semblance of sanity. In recent years, AI has been hailed as a silver bullet that can magically solve the complexity of stack integration. Spoiler: it’s not.

Mergers can feel like a tidal wave. But they’re also one of the only moments when you get a mandate to change everything - and build something better. As a MOPs leader, you’re not just keeping the lights on. You’re rebuilding the engine, in real time, while the car is still moving.

When two companies merge, most of the headlines talk about market share, valuations, and synergies. Maybe there’s a stock bump. Maybe there’s a press release with the word “transformational” used at least four times. But behind the scenes - usually just out of earshot from the boardroom - there’s a group of people quietly hyperventilating. They’re the ones staring down two overlapping, bloated, often contradictory MarTech stacks and wondering: how the hell are we going to

Too many CDP rollouts start with “let’s integrate everything,” instead of “let’s integrate what matters.” The result? Frankenstein stacks, overwhelmed marketers, and AI models trying to read tea leaves made of glitter.

Firstly, let’s get something out of the way: Not everything that claims to be AI is 

A leader in digital experience and business application solutions, sought to enhance their 6Sense investment to better align with their Account-Based Marketing (ABM) strategy.

For years, Marketing Ops has quietly kept the machine humming. But agentic AI changes the game. When your ops team can launch campaigns, fix processes, optimize spend, and scale governance - without needing a task list from above - they become strategic power players.

These aren’t just isolated wins. Together, they paint a picture of what smart, agile Marketing Operations can look like when strategy meets execution. Sojourn didn’t just bring tools. We brought structure, clarity, and momentum to complex enterprise challenges. And Citeline’s team? They delivered every step of the way.