Visible Surge, Hidden Potential: Why GTM Matters More Than You Think

Author: John Auer, Managing Partner and CRO, Veritac Group

PE investors and operating partners responsible for mid-market businesses often see growth plateaus in revenue, client churn, or stagnant margins. These are symptoms. The real growth engine lies beneath the surface—behind the scenes in go-to-market execution: integrated sales, strategic marketing, customer success, and account management.

Veritac Group partners with firms to unlock this engine, translating seamless GTM performance into measurable exit multiple uplift.

The GTM Leverages That Maximize Exit Multiples: 

1. Commercial Excellence: Growth That Sticks
   • A Bain & Company study shows that when companies deploy commercial acceleration—across sales, marketing, and pricing—they typically unlock:
     • 10–20% top-line growth
     • 10–15% EBITDA improvement

• • An average ROI 20–30% higher than cost-cutting alone

This translates directly into accelerated and sustained growth, which buyers value at exit.

2. Revenue Acceleration + EBITDA = Multiple Expansion

McKinsey reports that focused pricing programs alone can produce 3–7 percentage points of margin improvement. Stronger margins and revenue yield higher EBITDA—and higher exit multiples. Coupled with robust GTM strategies, this has become a powerful lever for value.

3. Customer Success: A Profit Multiplier

• Wikipedia reports that Companies with mature customer success outperform peers by: 12% higher revenue growth
• 19% higher gross margins 15% better retention
• 25% higher customer lifetime value (LTV)

Higher retention and expansion fuel performance—and in turn, higher market valuations at exit.

The GTM Power Playbook

Here’s how improving core GTM functions delivers multiple gains:

Why Better GTM Equals Bigger Multiples

• Buyers pay premiums for predictability: A strong, scalable revenue model anchored in aligned GTM reduces risk and supports higher business valuations at exit.
• PE investors can underwrite confidently: When portfolios have GTM playbooks that deliver results, investment committees bid more
• Strong multiples reflect durable growth: As one Reddit PE pro notes, recurring revenue, high margins, and predictable client contracts drive premium pricing Reddit
• High-growth tech and SaaS set the bar: Such businesses routinely attract revenue multiples between 5×–8×, thanks to scalability, margins, and attritions Reddit

Veritac Group: GTM Experts Who Unlock Multiple Uplift

What We Do:

• Deep GTM diagnostics across sales, marketing, customer success, and pricing
• Rapid GTM acceleration plans—prioritized execution sprints for predictable revenue
• Retention activation—turn benchmarks into powerful margin
• MaaS (Marketing-as-a-Service) Overlays—add execution capability without fixed overhead
• 2X - B2B Marketing as a Service
• Outcome-first alignment: every initiative ties back to EBITDA, retention, and exit

Case in Point (anonymized)

• A $35M mid-market software portfolio company had modest growth despite its uniquely valuable product and services.

Our Team Members Implemented:

• A structured sales process with CRM forecasting and value-based deal
• Developed rich enablement tools which cut the ramp time of new reps in
• Built CRM dashboards for seamless, real-time reporting

Result: 6 months after the engagement this company experienced a 15% revenue lift, 12 percent margin growth, and a 2× improvement in implied exit valuation multiple closing well above expectations.

Your Next Move: Activate Your GTM Engine

• Audit all GTM touchpoints—sales methodologies, campaign ROI, pricing logic, retention
• Prioritize high-impact gains—quick wins in pricing, pipeline visibility, upsell
• Scale GTM execution strategically—via MaaS or embedded teams.
• Commit to customer lifetime growth—not just new
• Partner with GTM specialists—for operational fluency and value creation that translates to exit multiples.

Let’s Unlock Growth and Multiples Together

If your mid-market company is steering growth but hitting hidden GTM drag, Veritac Group is uniquely equipped to accelerate growth and elevate exit valuation.

Reach out today:

John@veritacgroup.com veritacgroup.com

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