The Opportunity Podcast18 Nov 2025

How to Build a Business Buyers Want With Mark Osborne [Ep.193]

Your revenue may be rising… but your business value might not be. And for founders planning an exit, that's the only number that matters.

In this week's podcast, Greg is joined by Mark Osborne, author of Are Your Leads Killing Your Business? and one of the only Certified Exit Planning Advisors focused specifically on sales and marketing.

Mark breaks down the most common exit-planning mistakes founders make long before they think about selling.

We dive into why sales, marketing, and customer success shouldn't operate as silos, but as a single value-building engine, plus the quickest operational "wins" founders can implement to free up resources and accelerate growth.

Mark also outlines the key systems buyers care about most, and reveals the crucial difference between chasing more revenue and building true enterprise value.

If you're planning an exit or want to build a business worth more tomorrow than it is today, this episode is essential listening.

Topics Discussed in this episode:

Mark's background - From managing unknown bands to helping businesses grow (02:13)
How to choose the right software to aid your growth (07:32)
Most common exit planning mistakes entrepreneurs make (10:40)
Combining sales, marketing, and customer success(20:15)
Big wins that free up resources to focus on growth (28:02)
Key systems founders should focus on when exit planning (30:42)
The difference between growing revenue vs growing business value (36:25)
Are your leads killing your business? (40:40)

Mentions:

Sit back, grab a coffee, and learn how to transform your business into an asset that buyers will fight over.

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