Mastering MarTech: Your 3-Step M&A Manual To Success

Dr. Ari Kahn, President and CEO, Bridgeline. Read Ari Kahn's full executive profile here.

After 27 years working in the tech industry, first as a software engineer and developer, then as a chief technology officer and now as the CEO of Bridgeline Digital, here’s some hard-earned advice for martech entrepreneurs: Embrace M&A or find another job.

The great news is that M&A leverages the same skill set that helped you build and run your company. You are working with larger building blocks, and instead of combining lines of code or marketing campaigns for linear growth, you’re combining products and teams for exponential growth. Before I get into the details of M&A, you will need to understand the terminology. And unfortunately, not knowing the terminology will cost you a lot.Fee to recoup expenses if a party backs out of a deal.

The EL is typically two to three pages, easy to understand and contains the success fee, tail and retainer.Expect 3% of the target’s enterprise value. Larger acquisitions have bracketed Lehman formulas, but if you’re buying companies under $50 million, a single rate makes sense.12 months is a fair tail. The word “tail” will not appear in the EL, but it is the period of time after the cancellation of the EL. A success fee is required for acquiring the introduced target.

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