Digital marketing
Company sale prices are based on multiples of revenue or EBITDA. Digital marketing can raise both before an exit — but it has to be done right.
In brief
- A buyer looks at measurable advertising channels; organic falls into the “other” bucket.
- Predictable revenue is the key to exit value.
- Retention and recurring revenue can double the multiple.
- A 12–24 month timeline for exit preparation is realistic.
- Clean data is critical, because the buyer runs due diligence.
The best channels
Scalable paid advertising
Channels with a predictable ROAS that a buyer can see and scale.
Retention automation
Email sequences and post-purchase flows that make revenue recurring.
Clean CRM and MarTech
One source of truth, ready for due diligence.
A clean attribution model
The buyer wants to understand what actually works.
What does a buyer value?
Recurring revenue (subscriptions, retainers).
A low and predictable CAC.
Measurable advertising channels that can be scaled.
Data that looks clean and is verifiably correct.
How digital marketing raises exit value
Retention optimisation: email automations, post-purchase flows.
Scalable advertising with a predictable ROAS.
Clean CRM and MarTech systems, ready for data due diligence.
A clean attribution model: the buyer wants to understand what works.
What to avoid during exit preparation
A big “launch” media campaign: it raises revenue momentarily but not durably.
Testing new channels without a proven CAC.
Scattering the data across several systems with no single source of truth.
Frequently asked questions
When should exit preparation start?
12–24 months before the target sale date.
What is the most important metric for a buyer?
The LTV/CAC ratio and MRR (monthly recurring revenue).
Is it worth hiring a consultant for exit preparation?
Usually yes — a CFO or M&A consultant helps defend a large valuation.
Worth a look too
Read these related articles and service pages too:
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