3. Focus on profits, not just revenue

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By laying out all the fixed expenses needed to achieve bolivia b2b leads your goals, from new hires to software to office space, you can get a clear picture of the pricing and sales volume you'll need to achieve your goals. If the numbers seem unrealistic, you can extend the timeline or adjust the goal to something more achievable.

Too many agencies focus solely on revenue growth and not enough on actual profitability. But as Damian points out, “If you sell an agency, the buyer will pay you a multiple of profit, not a multiple of revenue.”

High-revenue, low-margin institutions are effectively just buying themselves a job rather than building an asset. Damian recommends setting goals around profit rather than total revenue to make your institution attractive to potential acquirers. Setting profit goals is also crucial to understanding the health of your business.

He suggests that every agency leader should be able to answer the following basic questions:

What is our average customer lifetime value and acquisition cost?
How much profit do we need to safely cover at least three months of operating expenses?
Understanding this data can provide a solid foundation for investment decisions and a clearer path to a profitable exit.