Can Lead Generation Double The Value Of Your Company? Yes. Here's How.

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Can Lead Generation Double The Value Of Your
Company? Yes. Here's How.
For many business owners, the goal of building a
great business is to sell it. This isnt true of
everyone, but its often on the radar for
business founders. Those nearing retirement age
who dont have kids who want to take over their
business are especially interested in the exit
strategy that will enable them to pursue their
hobbies full-time and live financially
care-free. But business owners face a woeful
reality. Not all of them will be able to sell
their businesses. Many companies dont have the
management team in place, or havent made the
technology investments to ensure theyre
sustainable long into the future. And one of the
most common reasons that small and mid-sized B2B
companies cant get sold for the price they seek
is that they are too reliant on the founder for
revenue generation. Can lead generation double
the value of your business That last point
revenue generation is where lead generation and
strategic marketing come in for B2B companies.
When done well, it can double the value of a
small or mid-sized company. As buyers continue
to take control of the sales process, and
strategic marketing becomes a more important part
of the revenue generation engine for B2B
companies, its increasingly vital for small and
mid-sized companies to get aggressive about lead
generation. If youre thinking of selling your
B2B company, lead generation can be a significant
part of your business value. A high-performing
marketing function can double the value of a
business based on gross sales, predictable
pipeline and the value of the brand. Heres how
lead generation and strategic marketing make B2B
companies more valuable 1. Build your brand A
good brand sells itself this means that by
shifting the focus of your marketing away from
just your products and towards your company, the
business is building a platform from which to
grow. A solid brand makes all products easier to
sell, and is a good launching pad for new
products. A high value brand makes a company
easier to sell because its no longer only about
the founder of the business its about the
company as a whole. Buyers are more willing to
pay for a company that has established a solid
brand. They dont have to rebrand or spend more
resources trying to get entrenched into buyers
minds and hearts.

• Increase profits
• Profits are the primary means by which most B2B
  companies are valued by prospective buyers. If
  your business is profitable - and more
  importantly - predictably profitable, ie you
  have a good handle on the pipeline, youll
  command a much higher price.
• A high-performing lead generation function will
  help you build that predictable revenue pipeline,
  and it will also help you increase your prices so
  that every sale is more profitable.
• Raise awareness of your business
• A good lead generation plan will help you enhance
  your companys profile and generate good buzz. It
  will raise awareness of your company, which can
  attract the attention of appropriate acquirers.
  If you run a great business that absolutely no
  one knows about, your ability to attract multiple
  buyers (and create a bidding war or sense of
  urgency for acquiring your business) is limited.
  Strategic marketing and lead generation will help
  you put your company on the radar of multiple
  potential buyers, which is the best way to drive
  up its ultimate selling price.
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