Exit-Ready Marketing Resources

How To Drive Predictable Revenue & Exit at a Higher Valuation Webinar

Whether you're planning an exit or just looking to build a more professional and scalable business, in this 30-minute webinar with Shiv Narayanan you'll learn:

• The characteristics investors look for when they're evaluating potential acquisitions
• A roadmap to generate more predictable revenue
• How to develop your TAM and segmentation to build a better foundation for sales
• How to close more deals with effective product marketing

Chapter 1: Best-Fit Customers Identification Table

Analyzing existing customer data can reveal a whole lot about who you should go after. Your best fit customers likely have the best metrics across the board. 

Use this template to:

• Compare the performance of your customer verticals
• See how each vertical ranks against customer fit benchmarks
• Get clear data on which customers you should be focusing on

Chapter 2: Persona, Positioning and Messaging Framework

As companies get better at targeting their ideal customers, overall funnel efficiency improves, gross margins go up, win rates, LTV and NRR dramatically improve, and customers are happier and refer more business.

Use this template to:

• Map out who your ICPs and what these buyers need from your product
• Build new messaging that targets these personas
• Present an updated strategic narrative that should inform all marketing efforts

Chapter 3: Sales Enablement Audit

Each customer vertical needed its own sales deck, sales scripts, battle cards and objection handling documents.

Use this template to:

• Map out the sales enablement assets needed across verticals and asset types
• Build a library of existing assets for easy Sales team access 
• Map out case study coverage and critical gaps

Chapter 4: Activity Focus Deck

Depending on the segment you’re going after, different channels are relevant. Build out a channel matrix for your ideal customers to maximize the impact of your marketing and sales efforts.

Use this template to:

• Assign a focus level for each channel that makes sense for your company's ACV and target buyers
• Build a prioritized channel activity plan
• Present the updated channel focus to your board with a ready-to-use slide deck

Chapter 5: Channel Spend Audit

Because most companies don’t look at the underlying data of their marketing spend, there is a lot of inefficiency to be found. This inefficiency means that a lot of budget is misallocated to channels and campaigns that are not very good at driving revenue.

Use this template to:

• Get an overview of where marketing dollars are spent
• See which channels and campaigns are generating leads
• Identify spend inefficiency by comparing CAC and payback periods

Chapter 6: Hot Warm Cold Framework

By layering intent and interest stages across the buyer journey, you can understand the needs of customers at every stage.

Use this template to:

• Map out your current content across the buyer journey
• Identify critical content gaps
• Build a prioritized list of assets to be created

Chapter 7: Price Change Calculator

When customers have Net Retention Rates higher than 100%, they are telling you that your product is mission-critical to what they do. That means you can and should set fair prices. 

Use this template to:

• Map out revenue increase from each customer segment
• Model additional churn based on account ACV
• Calculate net impact from proposed pricing increase

Chapter 8: Pipeline Source Dashboard

The key to building the right marketing data model is to connect it to the chosen strategic path for the business. By doing so, companies can have a much better idea of which avenues are delivering more revenue than others.

Use this template to analyze pipeline sources by:

• Company segment
• Marketing-generated vs marketing-influenced
• Top verticals

Chapter 9: Opportunity Mapping

The better the value creation plan, the more aggressively you can invest in marketing. To figure out how much more aggressive you can, use this template to:

• Prioritize programs based on revenue opportunity and additional investment required
• Build a prioritized hiring roadmap needed to support these programs
• Forecast of the total budget and revenue impact