Never Spray & Pray

17 January 2024 | 5 min read

How to build a winning go-to-market strategy

Crafting a compelling go-to-market (GTM) strategy in the mergers & acquisitions arena is crucial if you want to achieve excellent results. The best strategies present your business vision backed by solid analytics and engaging narratives. Vasu Majumdar, our seasoned expert in Corporate Finance for Creative Industries at BAND, with a legacy of 38 M&A deals and 19 years in the field, shares invaluable insights on forging your GTM strategy effectively.


The Do’s

Focus on Strategic Buyers: 
Zero in on three to five critical potential buyers. Understanding their specific needs allows you to tailor your pitch, influencing their decision-making effectively. Remember, quality trumps quantity in making each buyer feel valued.

Factual and Objective Presentation: 
Showcase your business using key success factors and metrics. Document your achievements and intellectual capital; this provides tangible proof of your business’s excellence.

Show Off Your Best Bits: 

Highlight your competitive edges. Is there a standout product or service area? Use KPIs that demonstrate your market dominance and business value effectively.

Personalised Storytelling: 
Narrate the journey of your business, focusing on the legacy and future potential. This shows your pride in the business and reveals your vision for its transition to new ownership.

Transparent Deal Terms: 
Clearly state your preferred deal structure. Be upfront about your financial flexibility and exit preferences to avoid ambiguities later in the process.


The Don’ts

Bypass Generic Marketing: 
Avoid a one-size-fits-all approach. Targeted, discreet marketing to suitable buyers beats a generic approach every time.

Avoid Overstating: 
“We’re the best in the world!” Resist the urge to embellish. Let your business’s real achievements and data speak to the potential buyers, fostering genuine interest.

Accurate Financial Representation: 
No guesswork with numbers. Provide precise financial details to build trust and confidence in your potential buyers.

Confidentiality is Key: 
During the initial stages, be mindful of what information you share. Protect sensitive data like employee details and pricing strategies.

Adherence to Timelines: 
Maintain a disciplined approach to your marketing timeline. Offer buyers a reasonable timeframe to make decisions, avoiding unnecessary delays in the sale process.


Ready for more?
Armed with these insights, you’re on your path to a successful business exit. But there’s more to learn and implement. Join us at our upcoming BAND event on January 24, 2024 – ‘Exploring & Understanding the Routes to Exit’. Book here.

Let’s Talk


Tel: 020 8138 5560


111 Charterhouse Street,
London, EC1M 6AW


Julian Davies

Julian Davies

Managing Partner at Redfin

Managing partner and Chartered Accountant with 30+ years of experience in marketing, media, and creative industries. He leads the Redfin team, offering expert advice on growth and profitability. Former owner manager of an agency acquired by a listed group; his industry insights are second to none. Off duty, you might find him on the golf or tennis court, determined to master new tricks.
Shelley Watkin

Shelley Watkin

Client Finance Director at Redfin

A qualified Chartered Accountant with 20+ years of experience in the marketing services sector. During her 5+ years at Redfin, she served as Client Finance Director offering invaluable insights into strategic and commercial matters. Shelley has also assumed the role of Finance Director for various creative agencies, guiding them through successful sales processes. If she gets free time after managing her children’s busy schedules, she likes to chill out doing yoga and gardening.