This episode of Fractional Futures gets a CFOs perspective on how marketing can improve valuation multiples at exit.
Fractional Futures Introduction
Fractional Futures delves into the transformative world of fractional marketing leadership, offering unique insights for CEOs, investors, and senior marketing executives. Discover how businesses can leverage fractional CMOs to grow faster and build a sustainable competitive advantage. Investors will learn how to streamline pre- and post-investment phases strategies to maximise their portfolio companies' potential, while senior marketing leaders will explore the benefits of a portfolio career and how to excel as a fractional CMO.
Hosted by industry experts, each episode features thought-provoking discussions, success stories, and practical advice, making 'Fractional Futures' an indispensable resource for those looking to navigate the evolving landscape of marketing leadership. Available on Spotify, Apple Podcasts, and more.
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.
Listen to Podcast
Chapters
00:10 Introduction to Marketing's Role in Valuation
02:28 Packaging the Company for Buyers
05:55 Performance Metrics Buyers Look For
11:18 The Importance of Marketing in Valuation
13:06 The Importance of Goodwill
15:49 Investing in the Brand
17:40 Crafting the Growth Story for Buyers
21:44 Exceeding the Industry Growth Rate
24:14 Episode Summary & Next Season
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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.
Host & Guest Information
Host - Paul Mills, CEO & Founder VCMO
Guest - Rob Nicholls, Strategic CFO & Board Advisor
About VCMO
VCMO helps SMEs and portfolio companies with the high-level marketing leadership they need to grow and succeed across the full business lifecycle. Its roster of highly accredited Fractional Chief Marketing Officers brings the expertise, strategy and execution to transform marketing potential into a competitive advantage that delivers predictable revenue and sustainable growth.
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