It can still be surprising that M&A deals continue to focus on an inside out approach such that attention is on financials, processes, systems, people etc. And whilst that's good practice, Toby argues that it's equally important to take an 'outside in' approach that takes the customers needs and expectations into consideration. In this episode, Toby outlines a large deal where on the surface, everything looked well organised, until he realised that the newly acquired customers had been completely neglected.And once customer interests and engagement had been considered, the benefit on this particular deal was an improved operating model and increased revenue forecast.