How I helped ProfessionalChats ensure a smooth acquisition by organizing and presenting marketing data

Background & Challenge

When Ruby Receptionists acquired ProfessionalChats, the marketing team needed to deliver a structured handoff that clearly outlined past performance, key channels, and historical marketing success.

This required aggregating and presenting data from multiple sources, including:

📌 Organic & paid search (SEO, PPC performance)

📌 Social media engagement

📌 Email marketing metrics

📌 Website traffic & conversions

📌 Other digital marketing channels

The challenge wasn’t just compiling numbers, it was about telling the story of ProfessionalChats' marketing success in a way that was clear, actionable, and useful for Ruby’s leadership team.

Role & Objective

I led the marketing data aggregation, reporting, and presentation process, including:

✅ Gathering data across all marketing channels, ensuring accuracy and completeness.

✅ Formatting reports in a way that told a compelling narrative about ProfessionalChats’ marketing performance.

✅ Designing a cohesive presentation deck that unified all reports into a single, polished document.

✅ Collaborating with my co-content marketer to refine dashboards and reporting.

The goal was to provide Ruby’s team with a clear benchmark for comparing, measuring, and setting goals as they integrated ProfessionalChats into their company.

Strategy & Approach

🔍 Applying Previous Experience in Marketing Reporting

  • I leveraged my past experience at Arrow Acquisitions, where I had presented marketing data to executives, using those learnings to structure reports in a way that would resonate with leadership.

  • I anticipated what VPs and executives would want to see, ensuring the data was not just detailed but also actionable.

📊 Creating Cohesive, High-Impact Reports

  • Instead of handing over fragmented reports, I redesigned and reformatted all reports into a single, cohesive deck.

  • This ensured clarity and consistency, making it easy for Ruby’s team to digest the insights quickly.

📈 Storytelling Through Data

  • It wasn’t just about numbers—I focused on presenting how different channels performed and how marketing contributed to growth.

  • The final reports helped Ruby benchmark ProfessionalChats' success and compare it against their other marketing brands.

Execution & Adaptation

🛠 Solving the Challenge of Data Fragmentation

  • The biggest challenge was finding, verifying, and organizing marketing data from multiple platforms and sources.

  • I worked methodically to validate accuracy, ensuring Ruby had the right data for informed decision-making.

🤝 Seamless Team Collaboration

  • I worked alongside my co-content marketer to create, format, and refine dashboards and reports.

  • Despite being a fast-moving process, the handoff was well-structured and smooth for Ruby’s team.

💡 No Major Roadblocks, But a Key Learning Experience

  • Since the ProfessionalChats and Ruby teams had not yet merged, there were no immediate differences in reporting styles to navigate.

  • This project served as my first real-world experience participating in an acquisition, teaching me valuable lessons about marketing data handoffs during company transitions.

Results & Impact

📊 Enabled Ruby to compare marketing performance across its brands with clear benchmarks.

🎯 Provided a well-structured data set, allowing Ruby to accurately measure and set post-acquisition goals.

🚀 Ensured a smooth marketing transition, helping Ruby incorporate ProfessionalChats' marketing assets into their broader strategy.

While I was not at the company to see the long-term impact, I’m confident that the reports played a role in streamlining Ruby’s integration process and optimizing future marketing performance tracking.

Lessons Learned & Future Application

✅ Marketing handoffs during acquisitions require both accuracy and clarity. A fragmented data handoff can lead to confusion—packaging insights in a structured, digestible way is critical.

✅ Telling a story with data makes all the difference. Instead of just handing over spreadsheets, providing context, comparisons, and actionable takeaways enhances the impact of reporting.

✅ If I did this today, I’d take a more nuanced, comprehensive approach. Since this project, I’ve deepened my expertise in performance marketing, data collection, and acquisition processes. Today, I would:

  • Implement more advanced tracking and attribution models.

  • Use custom dashboards for real-time reporting instead of static reports.

  • Provide more granular insights into marketing efficiency and ROI.

This experience helped shape how I approach marketing data organization, reporting, and acquisition transitions, strengthening my ability to synthesize complex data into clear, strategic insights.

Mitchell Salva