Success in integrating software acquisitions can be attributed to three key factors – an integrated vision and strategy for the combined portfolio, a customer-back approach for go-to-market, and a branding strategy to avoid market cannibalization Lesson # 1: Acquisitions driven by the desire to invest in emerging technologies, complementary markets, or a completely new market require a forward-looking vision, an integrated portfolio strategy and deliberate planning. One manufacturing and consumer product software giant made 5 strategic acquisitions in 4 years to position themselves as a visionary in the industry Internet of Things (IIoT) space. Their success was mainly attributed to building around an already mature and leading industrial IoT platform. They then continued to acquire emerging technologies (AR, machine learning, remote monitoring, predictive analytics, etc.) that could easily integrate into and evolved their IoT platform into the innovative product it is today. Lesson #2: Acquisitions without a good understanding of the customer use case is never successful. The importance of the customer’s point of view can simply get lost in the excitement of acquiring the ‘next big thing.' Although a product may seem innovative and complimentary to current offerings, if the use case does not appeal to customers, there is no value in that synergy. As an example, an online auction house bought a VOIP start-up hoping to provide sellers and buyers a new way to communicate. However, after four years and four management team changes, the company was unable to use the startup's valuable capabilities with any meaningful impact. Buyers and sellers still preferred the anonymity of emails. The company ultimately sold the startup to private investors at a loss. Conversely, an Australian software company successfully distinguished two very similar products by looking through the lens of the customer and ensuring cultural compatibility with their target acquisition. Regardless of extremely similar capabilities between the company and it's target, the company recognized the complementary market segments and buying centers. Since the acquisition, the company has doubled its user base from 25 million to 50 million. Lesson #3: Acquisition of software products with similar capabilities in an overlapping market requires leveraging combined resources for scale without cannibalizing the acquisition’s market momentum and community base. A technology company acquired a navigation mobile app to feed valuable crowdsourced data into the technology company's maps product. The navigation acquisition was kept independent given its popular following and unique community engagement. In fact, the technology company's vast resources allowed the navigation app to scale exponentially from $1M pre-acquisition to $38M revenue today while being the second-most used navigation app.