Question 1

How much is my marketing agency worth?

Accepted Answer

Typical marketing agency businesses sell at 2.5–4.5× SDE (Seller's Discretionary Earnings) for smaller deals, or 5–9× EBITDA for larger transactions. Actual valuation depends on customer concentration, growth rate, owner dependency, and market timing.

Question 2

How long does it take to sell a marketing agency?

Accepted Answer

Most marketing agency sales close in 6–10 months from kickoff to closing. Preparation and valuation: 2-4 weeks. Marketing and buyer vetting: 8-16 weeks. Due diligence: 6-10 weeks. Closing: 2-4 weeks.

Question 3

Who buys marketing agencies in Canada?

Accepted Answer

Typical buyer types include: Agency rollups (Plus Company, S4); PE-backed marketing platforms; Strategic acquirers. SAZ has direct relationships with buyers in each category and targets only those that fit your specific business.

Question 4

What's most important in due diligence for a marketing agency?

Accepted Answer

Buyers focus heavily on: Retainer renewal rates; Client concentration; Key personnel retention; IP ownership. SAZ pre-diligences these areas before listing — surprises in DD kill deals or compress price.

Question 5

What drives valuation for marketing agencies?

Accepted Answer

Key value drivers in this industry: Recurring retainer revenue; Client concentration (lower = better); Specialty (SEO, paid, brand); Team retention. SAZ positions your business to maximize these in the CIM and buyer conversations.

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