Episode 326: How to Position Your Company as a Market Leader in M&A with Aron Bohlig

GUEST: Aron Bohlig, Managing Partner at ComCap

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So many companies start out with the goal of going public and hitting it big.

But, unfortunately, for many of them, a successful exit via a merger or purchase is far more likely.

We wondered:

What are the best strategies to position your company as the go-to-market leader during an M&A process?

To help us with this today, we have Aron Bohlig, Managing Partner at ComCap. Aron is a global digital media executive with vast experience in both startups and multinational corporations. He has achieved significant milestones as an advisor and operational executive across the US, Europe, and Asia. Aron is also the Co-Author of the book “Mastering Technical Sales: The Sales Engineer's Handbook.”

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How Can Startups Succeed Despite High Interest Rates

In today's market, with high interest rates and limited funding, companies need smart strategies to thrive. 99% of startups end up being sold rather than going public, so it's essential to plan for that scenario. As a VP of Sales or anyone in a similar role, focus on realistic expectations and personal optimization. Talking to industry peers can provide valuable insights, but remember, it's rare for a company's value to increase tenfold. Aim for achievable growth and adapt to the current environment to succeed.

“90-plus percent of the time, if you look at venture returns, you're lucky if the business doubles in value and it's very unlikely that something is going to increase 10 times.”

Aron Bohlig, Managing Partner at ComCap

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How Revenue Leaders Can Shine and Drive Career Growth During an M&A

When preparing for a sale, revenue leaders must shine and showcase strong economic outcomes. Focus on key revenue metrics like net revenue retention, churn, upsells, and new logos. Keep a snapshot of your pipeline's progress over time and show how you've performed relative to projections. Highlight your achievements transparently on LinkedIn and your CV. During the sales process, you'll present to potential buyers, which could include strategic buyers and private equity firms. This is a great opportunity to build valuable contacts for future career growth.

“When an acquirer is looking at buying the business, they're obviously gonna be talking to the CEO, the CFO. But they also want to talk to whoever is responsible for revenue and then whoever is responsible for the product.”

Aron Bohlig, Managing Partner at ComCap

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Honesty in Hard Times

When facing a potential acquisition, transparency and honesty are key. If you're dealing with layoffs to cut costs, don't try to spin the situation. Instead, be factual. Acknowledge what happened, the role you played, and the strategies you implemented. Private equity firms and stakeholders appreciate intellectual rigor and honesty. Sharing the full story and your involvement builds trust and shows resilience. Avoid flowery language that may come off as evasive; clear, straightforward communication is more respected and effective.

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Securing Future Leadership Roles

In terms of company vision and storytelling, the role of a revenue leader is often second only to the CEO. While CEOs may excel in product-focused narratives, revenue executives shine in articulating broader visions during sales. This enhances your role within the company while positioning you for future leadership opportunities. By consistently showcasing your achievements and staying connected through platforms like LinkedIn, you can attract potential roles and expand your career horizons effectively.

“Ideally, the CEO is gonna talk about the end market. You're addressing the competitive dynamics, the product market fit. But as the revenue executive, you're probably telling that story more on a daily basis than the CEO is. And so, ideally, you know, you're nearly as good or, in some cases, better than the CEO, and you're telling that story during the sale process.”

Aron Bohlig, Managing Partner at ComCap

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Avoiding M&A Pitfalls and Maximizing Credibility

When preparing for M&As, ensure your financial data is carefully organized and available. This transparency is essential for demonstrating the true health of your business. Secondly, maintain credibility by projecting realistic sales pipelines over the M&A timeline. Exaggerated projections can erode trust. Ultimately, focus on cultivating expertise in your field rather than spreading too thin across diverse sectors. Specialization builds both network and value.

“Play where your strengths are and double and triple down those areas, especially as you get older in your career.”

Aron Bohlig, Managing Partner at ComCap

‍Now that you know how to position your company as a market leader during an M&A process, discover the full list of episodes at The B2B Revenue Executive Experience. If you enjoy the show, instructions to rate and review it are found here.

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