"Unleashing the Potential of Cross-Selling Synergies and AI in Military Innovation"


Hatched by Glasp

Sep 08, 2023

3 min read


"Unleashing the Potential of Cross-Selling Synergies and AI in Military Innovation"


In today's rapidly evolving business landscape and technology-driven world, companies and organizations are constantly seeking ways to gain a competitive edge. Two areas that hold great potential for growth and innovation are capturing cross-selling synergies in mergers and acquisitions (M&A) and harnessing the power of artificial intelligence (AI) in military operations. In this article, we will explore these two distinct yet interconnected domains and uncover actionable insights to drive success.

Capturing Cross-Selling Synergies in M&A:

Cross-selling, which involves delivering products and services traditionally sold to one set of customers to another set of customers, is a powerful strategy to realize revenue synergies in M&A deals. However, capturing these synergies requires a deep commitment and understanding of the opportunity and how to execute on it.

To ensure success, organizations must focus on the six Cs: complementarity, connection, capacity, capability, compensation, and commitment. Complementarity refers to how well the companies' accounts, products, and services complement one another. Strong customer relationships and a salesforce capable of focusing on cross-selling are crucial. The salesforce must also possess the necessary skills and be incentivized through compensation and recognition programs. Additionally, commitment from the organization to prioritize cross-selling is vital, as it has the highest correlation with overall program success.

By systematically addressing these six core dimensions, companies can increase their chances of capturing cross-selling synergies and bridging the gap between their goals and results. It is essential to understand that capturing the majority of synergies takes time, typically three to five years, and maintaining momentum throughout the process is key.

Harnessing AI in Military Innovation:

The intersection of technology and military operations has always been significant, with advances in technology often shaping the future of military competition and conflict. AI is now poised to revolutionize military hardware, intelligence gathering, and backend software.

Eric Schmidt, the former CEO of Google and chair of Alphabet, has been at the forefront of this AI-driven military innovation. Through his involvement with a startup called Istari, Schmidt aims to leverage machine learning and virtual assembly to accelerate the development of war machines. Istari's approach involves virtually assembling and testing components of war machines that are typically isolated on separate digital drawing boards. This method, known as digital twin technology, allows for faster hardware development.

Schmidt's unique position as a link between the tech industry and the Pentagon enables him to understand the needs of the military and help bridge the gap between the two. However, there are concerns about the potential risks associated with military AI. Schmidt acknowledges that AI-powered autonomy and decentralized, distributed systems can be incredibly powerful and transformative. Balancing the benefits of AI with ethical considerations and the potential for unintended consequences is crucial.

Actionable Advice:

  • 1. Embrace a holistic approach to capturing cross-selling synergies in M&A: Consider all six Cs - complementarity, connection, capacity, capability, compensation, and commitment - to increase the likelihood of success. This requires thorough analysis, strategic planning, and ongoing commitment from the organization.
  • 2. Foster collaboration between the military and private sector for AI-driven innovation: The military can benefit greatly from partnerships with tech companies and startups. By embracing transparency and reducing bureaucratic barriers, the military can attract new ideas and adapt commercial technologies more rapidly than competitors.
  • 3. Prioritize ethical considerations and accountability in the development and deployment of military AI: As AI becomes increasingly integrated into military operations, it is essential to establish frameworks that ensure responsible and ethical use. Transparency, oversight, and accountability are crucial to maintaining public trust and mitigating potential risks.


Capturing cross-selling synergies in M&A and harnessing the power of AI in military innovation hold immense potential for growth and success. By understanding the core dimensions of cross-selling synergies and embracing responsible AI development, organizations can unlock new revenue streams and enhance military capabilities. Embracing a holistic approach, fostering collaboration, and prioritizing ethical considerations are essential for navigating these evolving landscapes and ensuring a safer and more prosperous future.

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