How Marketing Improves Valuation Multiples at Exit

Fractional Futures

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Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode

In this episode, Paul Mills and Rob Nicholls discuss how marketing can significantly enhance a company's valuation multiples at exit. They explore the importance of preparing a business for sale, the factors that make a company attractive to buyers, and the critical role of storytelling in crafting a compelling growth narrative. The conversation emphasizes the need for strategic planning, brand investment, and demonstrating long-term growth potential to maximize value during an acquisition process.

Special Guest

Rob Nicholls, Founder Rob Nicholls Consulting, CFO, Board Advisor and Angel Investor

Key Takeaways

• Marketing can enhance valuation multiples at exit.
• Buyers want a predictable revenue stream.
• Most sellers don't prepare for a sale.
• It's about maximizing the value at exit.
• The marketing function has a huge part to play.
• Brand investment increases margins.
• You need to demonstrate long-term brand resonance.
• Crafting a compelling growth story is essential.
• Marketing needs to step up their game.
• Understanding buyer perspectives is crucial.

Sound Bites

"Most sellers don't prepare for a sale."

"Brand investment increases margins."

"It's all about the narrative."

Contact VCMO

• Connect with the host on LinkedIn
• Tweet us at @VCMO_UK
• Email us at [email protected]
• Visit our website vcmo.uk
• Phone us [phone]

Thanks for listening & keep podcasting!

Fractional Marketing Leadership | Marketing Transformed.

Chapters

1. How Marketing Improves Valuation Multiples at Exit (00:00:00)

2. Introduction to Marketing's Role in Valuation (00:00:10)

3. Packaging the Company for Buyers (00:02:28)

4. Performance Metrics Buyers Look For (00:05:55)

5. The Importance of Marketing in Valuation (00:11:18)

6. The Importance of Goodwill (00:13:06)

7. Investing in the Brand (00:15:49)

8. Crafting the Growth Story for Buyers (00:17:40)

9. Exceeding Industry Growth Rates (00:21:44)

10. Episode Summary & Next Season Preview (00:24:14)