#412: Revenue Predictability & Strategic Marketing Tied to Valuation Growth with Shiv Narayanan

Independence by Design

In this episode of Independence by Design™, I sit down with Shiv Narayanan, founder of How to SaaS, to uncover the core strategies behind scaling a business through strategic marketing and revenue predictability. Shiv’s deep experience in the private equity space and his work with founder-led companies offers actionable insights for owners looking to make their businesses more attractive to investors—or simply run them more profitably with greater financial predictability.
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Shiv and I explore how aligning marketing, sales, and operations with clear, measurable KPIs can transform not only your company’s growth trajectory but also your journey from being an operator to becoming a strategic owner. We dive into how you can productize your offering, create sustainable cash flow, and maximize your company's equity value—all crucial elements of the Independence by Design™ Framework.

Shiv Narayanan is the Founder and CEO of How To SaaS, a marketing strategy consulting firm specializing in helping Private Equity investors and B2B companies maximize enterprise value. As an advisor, consultant, and fractional CMO, he has generated hundreds of millions in value through innovative marketing and demand generation strategies. A two-time bestselling author, Shiv's books—*Post-Acquisition Marketing* and *Exit-Ready Marketing*—offer frameworks for PE investors and founders to enhance growth and valuation. Previously, he served as CMO of Wild Apricot, which was successfully acquired in 2018.

Chapters:

• (0:00:00) Introduction of Shiv Narayanan, insights on marketing strategies for PE firms
• (0:10:54) Transitioning from owner-operator to prioritizing ownership duties
• (0:14:11) Importance of building predictable revenue streams for success
• (0:27:35) Developing strategic plans to acquire customers in PE context
• (0:36:36) Entrepreneurs need financial literacy, strategic thinking, and unique value propositions to succeed in business
• (0:47:04) Organizational clarity, strategic resource allocation, and revenue predictability are crucial for business success and potential acquisition
• (0:53:00) Shiv's book Exit Ready Marketing is a good place to start
• Share with the owner/operators you know!

Ryan Tansom is a seasoned entrepreneur, speaker, and the founder of Independence by Design™, a transformative ownership framework for growth-oriented business owners. After turning around and selling his family business in an eight-figure exit, Ryan spent over a decade dissecting the lessons learned from his journey. His mission is to help other business owners avoid the pitfalls he encountered by providing them with the tools and knowledge to align their business operations with their personal and financial goals.

With a deep understanding of the challenges faced by owner-operators, Ryan developed Independence by Design™ to empower owner-operators to create sustainable cash flow, grow their company’s equity value, and achieve true independence. He has shared his insights on hundreds of stages, including Vistage, EO, and industry associations, and has reached over 500,000 listeners through his podcast.

Ryan is passionate about helping business owners get unstuck from the day-to-day grind and design a business that serves their life, not the other way around.

Resources:

Exit Ready Marketing by Shiv Narayanan – A tactical guide for founders looking to make their businesses more marketable.

Built to Sell by John Warrillow – Framework for building a company that can thrive without you.

Profit First by Mike Michalowicz – A strategy for ensuring your business always generates profit and keeps you financially secure.

Website: How to SaaS https://www.howtosaas.com

LinkedIn: Shiv Narayanan https://www.linkedin.com/in/shiv-n22/

Independence by Design™ Owner’s Workshop https://ryantansom.com/independence-by-design-workshop

Independence by Design™ Ownership Coaching: Ryan Tansom’s Ownership Accelerator programs and coaching https://ryantansom.com/coaching

Ryan Tansom Website https://ryantansom.com/

Ryan Tansom LinkedIn https://www.linkedin.com/in/ryantansom/

Ryan Tansom Twitter https://twitter.com/RyanTansom

Ryan Tansom YouTube https://www.youtube.com/@ryantansom

Ryan Tansom 30-Minute Ownership Strategy Call https://calendar.app.google/tsKk7z6ohugDchWq8

Sound Bites:

"A business that can be sold is worth continuing to own." – Shiv Narayanan

"Revenue unpredictability is one of the biggest barriers to being acquired—and to your peace of mind as an owner." – Shiv Narayanan

"You have to learn how to leverage your business to create predictable cash flow and sustainable growth. That’s where true freedom as an owner lies." – Ryan Tansom