Gross-selling is a leading source of post-transaction revenue synergies, requiring deep commitment and understanding of the opportunity and how to execute on it.

Wn companies look for synergy potential in deals, they tend to focus on costs. After all, cost synergies are more straightforward to estimate than revenue synergies and often pay off quickly after Day 1. Revenue, or growth, synergies are more complex and take longer to capture.

But, with deal multiples at record highs, capturing revenue synergies is essential to ensuring that transactions meet shareholder expectations.

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