Internet Brands: $220M+ billings unified

Engagement context

Internet Brands’ acquisition strategy left seven website-building business units on incompatible back-office systems — each with its own customer, product, and billing definitions — covering more than $220M in annual billings. Finance and sales could not see one picture of revenue; every board pack required reconciliation.

The outcome — $220M+ billings unified — required a shared Salesforce billing and reporting model, not seven parallel admin teams hoping spreadsheets would converge.

One definition of customer

Foundation5 analyzed unit-by-unit processes, designed a shared data model, and migrated the seven units onto a single Salesforce platform with Pentaho BI/ETL for organization-wide metrics. Cutover was sequenced so peak media cycles stayed protected.

Definition wars are normal after acquisitions. They end when executive sponsors pick a system of record and fund the migration — not when each unit keeps a veto. Our Salesforce and ERP integration practices still use this pattern for multi-brand consolidations.

• $220M+ annual billings on one customer definition
• Seven business units on a single Salesforce platform
• Organization-wide reporting executives could trust
• Reduced reconciliation overhead across finance and sales

Lessons for multi-brand groups

If board packs still reconcile seven truths, you do not have a reporting problem — you have a master-data and process problem. Charter the unification around decisions leadership needs, then migrate in waves. Talk to us if you are scoping a consolidation.