The newspaper publisher announced earlier this year that it would be prioritising online over print and has moved to bring sales of the two products together.

Operative.One will replace GNM's print-based legacy system and integrate with Salesforce.com.

In the first half of 2012, the company's print and digital media businesses, including guardian.co.uk, as well as The Guardian and The Observer newspapers, will all be running from the same platform.

Technology director Andy Beale said: "The biggest challenge we faced was that digital and print were separate, customers wanted an integrated package.

"There is a cost benefit because there are a lot of overheads associated with selling digital on a print system. We are excited about the revenue opportunities for us."

According to Beale, combining the two systems will enable GNM to have one holistic view of its media business, including available inventory and campaign data to client invoicing and billing.

Beale added: "The reality is media revenue in the future will be many smaller sources than the past. This system not only sets us up for today, it sets us up for tomorrow because we can adapt the platform to whatever is coming around the corner."