10 Key Marketing Elements for a Successful Business Exit Plan

If you’re planning to exit your business in the next 12–36 months, your marketing strategy can strongly influence your final valuation. Strong marketing isn’t just about generating leads — it’s about building a scalable, valuable brand that attracts buyers, reduces risk, and commands a higher multiple.

Below are the 10 biggest factors to focus on when building or evaluating your marketing strategy for an upcoming business exit.

Travis Steinke
Director- CMO Services
1
How brand equity influences valuation, practical brand-building steps, and how to measure perception.

Build a Recognizable and Trusted Brand

A strong, trusted brand can dramatically increase your business valuation during an exit. Learn how to build brand recognition, credibility, and equity that attract premium buyers and investors.
2
Understanding, improving, and showcasing CAC/LTV metrics during due diligence.

Optimize Customer Acquisition Cost (CAC) and Lifetime Value (LTV)

Learn how to optimize Customer Acquisition Cost (CAC) and Lifetime Value (LTV) to increase your business valuation and attract premium buyers during your exit strategy.
3
Building a marketing machine that runs without the founder.

Systematizing Marketing for Scalability

Learn how to systematize your marketing processes, automate growth, and build a scalable marketing engine that runs independently — a key step toward a high-value business exit.
4
Why channel diversification increases stability and valuation.

Diversifying Lead Sources to Reduce Risk

Learn how to diversify your marketing channels and lead sources to reduce risk, stabilize growth, and increase your business valuation before a sale or acquisition.
5
Using data and analytics to make marketing predictable and verifiable.

Data-Driven Marketing for Predictable Growth

Learn how to make your marketing data-driven and transparent to boost buyer confidence, increase valuation, and show predictable growth during your business exit strategy.
6
Why organized IP and asset ownership streamline the exit process.

Protecting and Organizing Brand Assets

Learn how to organize, protect, and document your marketing assets and intellectual property (IP) to increase business valuation and ensure a smooth transition during your exit.
7
How understanding your customer base improves predictability and valuation.

Customer Segmentation and Market Insights

Learn how customer segmentation and market insights can increase your business valuation, attract strategic buyers, and create a more predictable path to growth before your exit.
8
Managing digital reputation, reviews, and brand sentiment leading up to a sale.

Reputation Management and Public Perception

Your online reputation directly affects how buyers value your business. Learn how to manage reviews, media presence, and public perception to boost credibility and increase your sale price before exiting.
9
How a stable, capable team boosts buyer confidence.

Strengthening Your Marketing Team for Transition

Your marketing team is one of your greatest assets during an exit. Learn how to structure, train, and empower a capable team that can operate independently and drive value for future owners.
10
Positioning your marketing results within a compelling acquisition story.

Aligning Marketing with the Exit Narrative

Your marketing narrative can define how buyers perceive your business. Learn how to align your brand story, data, and strategy with your exit goals to command a premium valuation.
See all insights

Brand Strategy

Your brand is more than a logo—it’s your promise, personality, and market position. We help you define and refine a brand identity that’s authentic, differentiated, and built for scale.

Digital Infrastructure

Modern marketing needs modern systems.  Our approach ensures seamless data flow for performance at scale.

Market Targeting

We architect and oversee multi-channel campaigns that align with your growth goals, buyer journey, and market conditions. From product launches to ongoing demand generation, we define the right themes, tactics, and timelines to drive results.

Campaign Design

We architect and oversee multi-channel campaigns that align with your growth goals, buyer journey, and market conditions. From product launches to ongoing demand generation, we define the right themes, tactics, and timelines to drive results.

Data Management

Data is the life blood of modern marketing. From audience building and segmentation to retargeting and conversion, your data system needs to be as robust as your goals.

Meet our director of CMO services

Travis Steinke

Fractional CMO
Let's Talk

Exit Strategy Firm

Sell your business and retire wealthy

Up to 80% of a business's value is stuck in the owner. We help business owners unlock this owner-operator value by building systems that demand higher multiples when they go to sell.

50+ years of experience.
About Our Team
Real Business Experience

Businesses that have owner independent systems sell for 2-8x more than those that don't.

If you can't up and leave for 6 weeks and come back to a functioning (and growing) business, you are leaving that much value on the table.

The NexGen Exit Playbook

Building a true exit strategy

Partner With Us
Finance
01

Business Knowledge Checklist (KNOB)

We start by gathering the basics: organizational documents, past tax returns, contracts, key vendor and customer data. This gives us the “lay of the land,” similar to how a banker or investor would underwrite your business.
02

Industry Research & Benchmarking

We look outward: What are the multiples in your sector? What does “best in class” really mean in your industry? Where are peers outperforming—and where are they stumbling?
03

Recasting Financials

Tax returns tell one story. We normalize the last three years (plus current) to reveal the real profitability picture. This is where hidden strengths and silent weaknesses start to emerge.
04

MAUS 300-Question Diagnostic

A comprehensive assessment across strategy, systems, people, and processes. It’s a reality check that leaves no stone unturned.
05

Attractiveness & Readiness Scores

Using proven frameworks, we plot where you sit on the value spectrum today. This is the first time many owners see a measurable snapshot of “how ready” and “how attractive” their business really is.
06

Valuation

We calculate today’s enterprise value—not a vague guess, but a grounded number based on financials, multiples, and risk factors.
07

Profit & Value Gap Analysis

Once we know today’s value, we compare it to potential value if you were operating at best-in-class. The difference is your value gap—and your opportunity.
08

The Intangible 4Cs

Human, Customer, Structural, and Social Capital. These “soft assets” often drive more value than hard numbers. We identify where vulnerabilities exist and where hidden value can be unlocked.
09

Owner Goals Alignment

Numbers matter, but so do your personal goals. Are you trying to grow, exit, or build a lifestyle business? We make sure the action plan fits your vision.
10

Cash Flow Stress Test

We model downside scenarios (lost customer, rising costs, economic shifts) to measure resilience.
11

Customer/Vendor Concentration Review

We assess whether your books and processes provide timely, reliable data. If they don’t, your decisions are built on shaky ground.
12

Financial Reporting Review

We assess whether your books and processes provide timely, reliable data. If they don’t, your decisions are built on shaky ground.
13

Baseline KPIs

We establish starting metrics so progress can be tracked clearly.
Marketing
01

Brand Strength and Market Position

Make sure your brand is trusted, recognizable, and clearly stands out from competitors.
02

Customer Acquisition Cost (CAC) and Lifetime Value (LTV)

Keep customer acquisition costs low and lifetime value high to show strong, efficient growth.
03

Scalable and Documented Marketing Systems

Build repeatable, documented marketing processes that work without relying on one person.
04

Diverse Lead Sources and Channels

Use multiple marketing channels so growth doesn’t depend on just one source.
05

Brand Assets and Intellectual Property

Organize and protect key marketing assets like trademarks, content, and customer data.
06

Reputation, Reviews, and Public Perception

Maintain strong online reviews and positive public perception to build trust and brand value.
07

Marketing Team and Leadership Strength

Have a capable, stable marketing team with clear roles and measurable results.
08

Alignment with Exit Narrative and Buyer Goals

Shape your marketing story and results to fit what potential buyers value most.

Ready to Build a NexGen Exit Plan?

What they say about me

Lissan provides great design and has a great sense of user experience and aesthetics. He delivers on time and is an overall great communicator. I highly recommend working with him.
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Mara Nikolic

Founder,  Mara99

He will exceed your expectations. Super easy to work with Lissan, incredibly intelligent, and perceptive. He took the fumbled thoughts from my head and turned it all into a beautiful creation. I am very impressed, Lissan is extremely talented and attentive. He delivered exactly what I was looking for based on my very picky taste. I plan on doing business again in the future.
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Danaisa Urgelles

Medical Doctor, BHField

Lissan is clearly a very talented designer. The project went smoothly, and we're happy with the outcome!
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Kam Malik

Managing Director, LeadSense

Lissan is an amazing designer, delivered on time and communicated well. I asked for a few revisions after the initial concept and he got updates back to me just 24-hours later. Fully intend to hire again in the future.
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Kate Bagoy

Principal Product Designer

Amazing designer with an eye for aesthetics. I had pretty vigorous requests and he hit every single one. He was patient and highly skilled!
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John D Saunders

Co-founder,  5fourdigital

Working with Lissan is always smooth and full of empathy. The project is very high quality, and has been done in a tight schedule. I recommend working with Lissan if you want to get a fast and pro service.
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Vincent Arrouet

Co-founder,  Sunology

Excellent Webflow Development Service I recently had the pleasure of working with lissan on a Webflow development project, and I must say that I am thoroughly impressed with the level of service that I received. Really great! Thanks
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Leon Dapoz

Co-Founder,  Evvvolution

Great designer as I love his work. Produced a great design with little time, tho would love to see what he can do with a proper heads up on a project.
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Harbik Davidyan

Founder,  Webk Agency

Meet our director of CFO services

Troy Hildenbrand

‍cpa, ca, cva, ctp
Let's Talk

Strategic Cash Flow Clarity

We don’t just track your cash — we show you exactly why it's tight and where it’s leaking, using our 16 Drivers of Profit & Cash Flow to restore control and confidence.

Profit-First Financial Modeling

Our custom forecasting tools go beyond spreadsheets to reveal the true drivers of profitability — helping you make smarter, faster decisions with data-backed confidence.

Stress-Free Scenario Planning

What-if questions shouldn’t keep you up at night — we build clear, actionable models that let you test decisions before you make them, from pricing to hiring to expansion.

Owner-Independent Systems

We help you build a business that runs without you — with financial systems, controls, and insights that let you grow (or exit) without being the bottleneck.

Hands-On Advisory, Not Just Reports

We’re not here to hand you a report and wish you luck — we become your strategic partner, rolling up our sleeves to help you fix what’s broken and fuel what’s working.

Brand Strategy

Your brand is more than a logo—it’s your promise, personality, and market position. We help you define and refine a brand identity that’s authentic, differentiated, and built for scale.

Digital Infrastructure

Modern marketing needs modern systems.  Our approach ensures seamless data flow for performance at scale.

Market Targeting

We architect and oversee multi-channel campaigns that align with your growth goals, buyer journey, and market conditions. From product launches to ongoing demand generation, we define the right themes, tactics, and timelines to drive results.

Campaign Design

We architect and oversee multi-channel campaigns that align with your growth goals, buyer journey, and market conditions. From product launches to ongoing demand generation, we define the right themes, tactics, and timelines to drive results.

Data Management

Data is the life blood of modern marketing. From audience building and segmentation to retargeting and conversion, your data system needs to be as robust as your goals.

Meet our director of CMO services

Travis Steinke

Fractional CMO
Let's Talk

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