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    Exit-Ready Marketing: The 9-Step Framework to Maximize Your Valuation
    Exit-Ready Marketing: The 9-Step Framework to Maximize Your Valuation
    Exit-Ready Marketing: The 9-Step Framework to Maximize Your Valuation
    Ebook162 pages1 hour

    Exit-Ready Marketing: The 9-Step Framework to Maximize Your Valuation

    By Shiv Narayanan

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    About this ebook

    Exiting a business is a life-changing event for a founder. Yet most founders never get there. The number one reason? Their revenue isn't predictable enough. 



    LanguageEnglish
    PublisherLioncrest Publishing
    Release dateJul 16, 2024
    ISBN9781544546094
    Exit-Ready Marketing: The 9-Step Framework to Maximize Your Valuation
    Author

    Shiv Narayanan

    Shiv Narayanan is the Founder and CEO of How To SaaS, a management consulting firm that works with leading private equity investors, founders, CEOs, and revenue leaders. As an advisor, consultant, and fractional CMO, Shiv has helped B2B companies create hundreds of millions of dollars in enterprise value with marketing and demand generation. He is also the bestselling author of Post-Acquisition Marketing and the host of the Private Equity Value Creation Podcast. Previously, Shiv was the CMO of Wild Apricot, which was acquired by Rubicon Technology Partners in 2017 and flipped to Pamlico Capital in 2018.

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      Book preview

      Exit-Ready Marketing - Shiv Narayanan

      ShivNarayanan3_EbookCover_EPUB_Final.jpg

      Advance Praise for

      Exit-Ready Marketing

      In numerous cases, I’ve witnessed Shiv’s framework deliver more predictable revenue, higher pipeline coverage, better conversion rates, lower customer acquisition costs, and higher net retention rates. These outcomes mean substantial value for a business at exit.

      —Zane Tarence, Partner and Managing Director of Founders Advisors

      "Shiv does an amazing job in Exit-Ready Marketing of making very complex analysis and strategies seem simple. I highly recommend it for founders, CEOs, and investors looking to professionalize and accelerate their marketing efforts."

      —Bryce Youngren, Managing Partner at Polaris Growth Fund

      An essential guide for founders to skyrocket their valuation.

      —Neil Patel, Co-Founder of Neil Patel Digital

      The best companies run their Go-To-Market like a revenue factory. Shiv’s framework offers founders and executives a data- and process-driven approach to revenue growth that not only enhances valuation but also ensures sustainable and durable growth.

      —Jacco van der Kooij, Founder of Winning by Design

      I want every founder to get every penny they can when they exit. You do that by reading and implementing what’s inside this book. Shiv has laid everything out in a step-by-step process to help you understand how private equity investors buy and sell companies, and he tells you exactly what they’re looking for in simple mathematical terms and easy-to-use frameworks.

      —Dan Martell, Founder of SaaS Academy

      "Exit-Ready Marketing gets you in the head of the PE playbook for GTM that investors use to get more value from your company after you sell. Read this book now and get that value for yourself."

      —Kevin Mosley, General Partner at Jurassic Capital

      Marketing ROI has been a black box for too many for too long. Shiv Narayanan demystifies how companies can leverage marketing to create enterprise value.

      —Matt Gallagher, Portfolio CRO at Hg Capital

      As a growth equity investor, the concepts Shiv speaks to in this book—ICP, demand gen, pipeline conversion, sales enablement, and revenue operations—are exactly the stuff we spend time on with our portfolio companies. Predictability in your sales pipeline is everything—it gives you the ability to see ahead and allows you to thoughtfully plan and invest in your business. It can exponentially charge the growth trajectory of a business and therefore its valuation. This book should be required reading for all bootstrapped tech founders, especially those who haven’t grown up in sales and marketing.

      —Vaibhav Nalwaya, Co-Founder and Managing Partner at Wavecrest Growth Partners

      Few CEOs, CFOs, and investors truly understand the marketing function or how to evaluate it. In this book, Shiv Narayanan provides a structured framework on the nine key elements that are critical to get right and then provides criteria on how to evaluate them as well as an end-to-end case study to bring it all to life.

      —AJ Gandhi, Chief Growth Officer at Marlin Equity Partners

      Everything you need to professionalize your marketing and prepare for an eventual exit. A must-read for all founders.

      —Eric Siu, CEO of Single Grain

      Shiv’s insights are the difference between a standard exit and a killer valuation. Don’t exit without them.

      —Wes Bush, Founder and CEO of ProductLed

      copyright © 2024 shiv narayanan

      All rights reserved.

      exit-ready marketing

      The 9-Step Framework to Maximize Your Valuation

      First Edition

      Author Photograph: Katy Chan

      isbn

      978-1-5445-4608-7 Hardcover

      isbn

      978-1-5445-4610-0 Paperback

      isbn

      978-1-5445-4609-4 Ebook

      Disclaimer

      All the stories in this book are real, from situations we encounter every day with our clients at How To SaaS. Details—companies, people, products, revenue numbers, market intelligence, financials—have been altered and fictionalized to preserve confidentiality and protect sensitive information. All examples, metrics, and data are used for illustrative purposes only.

      Contents

      Foreword by Dan Martell

      Introduction

      1. TAM and Segmentation

      2. Product Marketing

      3. Sales Enablement

      4. Go-To-Market Strategy

      5. Demand Generation

      6. Content

      7. Customer Marketing

      8. Revenue Operations

      9. Team and Budget

      Conclusion: Revenue Growth

      Resources

      Acknowledgements

      About the Author

      Foreword

      by Dan Martell

      Dan Martell is the author of the Wall Street Journal bestseller Buy Back Your Time. After founding, scaling, and successfully exiting three technology companies, he was named Canada’s top angel investor in 2012. A few years later, Dan founded SaaS Academy, now one of the world’s largest coaching companies. He’s also an Ironman athlete, philanthropist, husband, and father of two incredible boys.

      Triple Your Company’s Value

      A few years ago, I bought a company in the automotive space. The founder was a brilliant, hard-working guy. He knew his industry inside and out. He knew his product inside and out. And he was ready to cash out.

      I dug around the financial details, kicked the tires of the product and the business model, and made an offer. We negotiated, then agreed.

      But you know what? He could have gotten three times more money.

      I didn’t rip him off, no one did anything shady, and while I’d like to think I’m a pretty good negotiator, my negotiation skills weren’t the reason he sold for far less than he should have.

      Why didn’t he get more money? Because his business lacked something critical—predictable pipeline and revenue. He had huge differences in his revenue every month, and he was relying on a handful of customers for a bulk of the volume. In short, revenue quality was the reason I couldn’t pay a higher valuation for his business. Any wise investor is going to back away quickly from that kind of risk or at least shortchange him for it in his exit valuation.

      As an investor, it’s frustrating to see companies with huge potential that aren’t converting that potential into enterprise value. But as a founder, I completely understand. With the day-to-day grind and urgent tasks pulling him in different directions, taking that step back and working on his business rather than in the business can get pushed far down the list of priorities.

      As soon as I bought the business, I made major changes that he could have easily made to increase the amount I paid to acquire the business. I spent three months improving the foundational elements of the company’s Go-To-Market. And in short order, we multiplied revenue by 300 percent.

      That’s how it happens. Founders, every day, miss something foundational, and then, when it’s time to sell, they miss out on half or more of the money they should have received, if they sell at all.

      I don’t want you to make his mistake. In fact, I don’t want him to make his mistake again. I want every founder to get every penny they can when they exit.

      You do that by reading and implementing what’s inside this book. Shiv has laid everything out in a step-by-step process to help you understand how private equity (PE) investors buy and sell companies, and he tells you exactly what they’re looking for in simple mathematical terms and easy-to-use frameworks.

      What many founders don’t realize is that marketing can be their key to driving predictable revenue. They see it as a cost center, or a distraction from sales efforts. As Shiv will show you, with the right

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