In 2021 there were a record 3,400 software M&A deals. There are a lot of reasons companies do M&A. Increasing revenues, increasing market share, accelerating product roadmaps, and growing competitive differentiation are common drivers. A key aspect is the ability to cross-sell. Cross-selling the acquired company’s products into your existing customer base is one opportunity. So is selling your core products into the acquired company’s existing customer base. Revenue from cross-selling is an important factor in almost every M&A financial model, yet many companies struggle to achieve cross-selling objectives. Cross-selling is critical for SaaS revenue growth.