The B2B Growth Blueprint

Mark Osborne
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Interviews with Founders, Investors, Advisors, and CEOs at Professional Services, B2B SaaS, and Tech Firms who share the Systems and Processes that led to their success, scaling, and founder exit or recapitalization. Ideal for Entrepreneurs, Founders, Co-Founders, CEOs, Presidents as well as Advisors who want to take their B2B SaaS, Tech, or Services firm to the next level of growth or enjoy a successful exit. Focus on predictable, scalable solutions built on solid marketing principles, not chasing growth hacks, gaming algorithms, dumping money into ads that don't work, or drowning in unqualified leads. Hosted and moderated by Mark Osborne, author of the #1 Best-Selling Book "Are Your Leads KILLING Your Business?"

  1. 5D AGO

    How Does ExitMap Prepare Owners for Life After Exit John Dini

    In this episode of the B2B Growth Blueprint Podcast, Mark Osborne talks with John F. Dini about what is really happening in exit planning right now. John shares what the National Exit Planner Survey is, why he created it, and what it reveals about how advisors build and run exit planning practices. They dig into the long-discussed "silver tsunami" and why it has not looked like the massive wave many predicted, largely because new buyer groups like search funders and private equity have moved down market to acquire smaller businesses. John also explains how many business owners still delay planning, which leads to more distressed transitions when health or life events force a sale.  John brings his personal story into the conversation, from owning and running multiple businesses to becoming a broker and eventually realizing that selling is only one of many exit paths. He explains why exit planning is often a "gateway" service for advisors, how referral networks shape the industry, and why the advisory population is aging alongside the business owners they serve. Toward the end, he highlights a part of exit readiness that many people ignore: what happens to the owner after the deal. John argues that owners often struggle not because they did not get the money, but because they did not plan for purpose, identity, and what life looks like when the business is gone.  Quotes:  • People refer to me as a serial entrepreneur. But in reality, I'm just chronically unemployable.  • Experience is what you get when you don't get what you want.  • When an owner calls you up and says, I'm ready to sell my business, they're probably not.  • If you're spending all your marketing money, doing networking, and trying to find business owners, you're missing the boat.  • Exit planning is a gateway drug.  • People don't believe that the person who's managing a million dollars for them is the person who should be managing 10 million dollars for them.  • I didn't have enough advice in advance of the event.  • They met somebody whom he was introduced to, and they said, I'd like to meet Bob Smith, he used to own Smith Manufacturing. And he said, my stomach sank.  • 75% of owners are very unhappy a year later.  • It's only the most important financial transaction of your life.    Takeaways:  • The National Exit Planner Survey was created to study advisors, not just business owners, including how advisors practice, charge, and find clients.  • The "silver tsunami" is real in demographics, but the market adapted through new buyer pipelines like search funders and smaller private equity deals.  • Many owners still delay planning, and that delay increases the chance of a distressed transition when health or life events hit.  • Exit planning is often used to support an advisor's core service, and it can function as a strong way to deepen relationships and open other opportunities.  • Exit planning practices grow faster when advisors focus on referral sources and other professionals rather than only marketing directly to owners.  • The advisor workforce is aging, similar to the owner population, and the industry is feeling pressure to bring in a new generation.  • A major risk in transition is not the deal itself, but the owner's identity and purpose after the exit.  • Many owners struggle after selling because they did not plan for idleness, structure, and what comes next.  Conclusion:  This episode highlights why exit planning is not just a transaction strategy; it is a life strategy. John F. Dini explains how the exit planning market has evolved, why the predicted wave of business sales has shifted shape rather than simply exploding, and what advisors need to understand about building a sustainable practice. Most importantly, he brings attention to the part many owners ignore: what happens after the business is sold. Planning for the exit is important but planning for the owner's next chapter is what makes the transition truly successful.  Links Mentioned:  • ExitMap: https://exitmap.com/   • John F. Dini website: https://johnfdini.com/   • John F. Dini's LinkedIn: https://www.linkedin.com/in/johnfdini/

    41 min

  2. 5D AGO

    What Challenges Make Business Valuation So Complex with Kresimir Peharda

    In this episode of the B2B Growth Blueprint Podcast, Mark Osborne sits down with Kresimir Peharda, an M&A advisor and business broker with a background as a transactional attorney. Kresimir shares what he sees in real deals in the lower middle market, especially for owners doing a few million up to $50 million in revenue. They talk about why many owners spend all their time planning the next quarter but avoid planning the transition itself, even though selling or handing off a business takes real preparation and time.  Kresimir breaks down how valuation works in the private market and why owners often overestimate what their business is worth. He explains the mix of objective factors like revenue and EBITDA, and subjective factors like reputation, systems, competitive moat, and industry dynamics. The conversation also covers why many businesses do not sell, how deal readiness is as much about commitment and decision-making as it is about documents, and how mini projects can improve transferability and reduce buyer risk. They also highlight the importance of having a deal team and the stability that comes from having a strong right-hand leader who can stay on after the owner exits.  Quotes:  • I think it was more of a zigzag than a straight line.  • Too many owners are focused just on the budget for next year, the next quarter, the next 6 months.  • You never look up and say, okay, what's the transition when I get tired, when I get sick, when I get bored, whatever it is.  • Valuation is about what a reasonable buyer is going to be willing to pay for that business.  • That's tricky in the private world because nobody has an established market.  • There are clearly objective data, and then there are more subjective criteria.  • If you haven't done documentation for 5 or 10 years, you're not going to fix that in a 3 to 6, 9-month process.  • It starts with the commitment to a sales process.  • For most of these owners, it means having two jobs, running their business, and also running a sales process.  • It's a kind of business dating to get those people together.  Takeaways:  • Planning only around budgets and quarters can leave owners unprepared for the day they need or want to transition out.  • Exit options start with honest internal questions about family succession, employee takeovers, and whether a sale is realistic.  • Business valuation in the private market is shaped by both financial performance and factors like systems, reputation, and industry-specific multiples.  • Many businesses fail to sell because they lack transferability and because they do not build a deal team of advisors.  • Even when a business cannot sell as a full operation, owners may still have options, but it can mean selling pieces like customer lists for less value.  • Readiness begins with a decision and commitment to sell, not just collecting documents.  • Mini-preparation projects like reducing client concentration or adjusting costs can improve attractiveness but skipping them usually means accepting a lower price.  • Buyers feel risk first, so sellers need to de-risk the deal, and one major lever is keeping a capable right-hand leader in place after the owner exits.  • A stable leadership handoff supports smoother transitions and can protect earn-out outcomes in deals.  Conclusion:  This conversation is a practical look at what makes a business sellable and what gets in the way when owners wait too long. Kresimir Peharda emphasizes that owners do not need a perfect business to begin preparing, but they do need clarity, realistic valuation expectations, and a willingness to commit to the workload of the sale process. With the right advisor team, focused improvement projects, and a plan to reduce buyer risk, owners can improve both outcomes and options, long before they ever go to market.  Links Mentioned:  • Email: kpeharda@bizX.net  • Kresimir's LinkedIn: https://www.linkedin.com/in/kresimirpeharda/   • BizEx Business Brokers Website: https://www.bizex.net/

    27 min

  3. FEB 23

    How Do Company Values Shape Culture and Legacy with CHRIS NAJERA

    Growing a service business is hard. Growing it across multiple markets while protecting culture, family, and legacy is even harder. In this episode, Chris Najera shares how he built Najera Environmental from the ground up, starting as a teenage worker in his father's company and later carrying that legacy forward after a devastating loss. Chris opens up about the realities of expansion across Southern California, the challenge of finding hungry and coachable people, and why systems, training, and coaching became essential as the business scaled. This is a grounded conversation about leadership, letting go, and choosing long-term impact over a quick exit.  Quotes:  We started this company to keep my dad's legacy alive.  Being comfortable is a disease.  It is okay to ask for help.  Without my employees, we are nothing.  I am not your boss. I am your coach.  If you are coachable, I will do magic with you.  Takeaways:  Chris entered the restoration industry at a young age, learning the business hands-on alongside his father and gaining deep field experience before stepping into leadership.  Expanding across Southern California revealed major differences in ambition, work ethic, and management needs between regions.  Growth required learning how to delegate and trust others, especially when overseeing multiple offices from a distance.  Implementing systems created consistency, reduced burnout, and made it easier to empower managers and teams.  Coaching and outside expertise directly improved sales performance, employee retention, and internal training.  Coachability consistently outperformed experience, with hungry and open employees developing faster than fixed-mindset experts.  Conclusion:  Chris Najera's journey is rooted in purpose, not just profit. Instead of selling for a quick payout, he chose to grow Najera Environmental in a way that protects its culture and creates real career paths for employees. By focusing on training, teamwork, and leadership development, Chris has built a company designed to last. This episode highlights what is possible when a business owner commits to legacy, people, and long-term growth over short-term gain.  Links Mentioned:  Website: https://www.najeraenvironmental.com/  LinkedIn: https://www.linkedin.com/in/christopher-najera-39249368

    22 min

  4. FEB 23

    Which Four Layers of Process Drive Sustainable Growth with Justin Goodbread

    Ever feel like you are grinding harder every year, yet the business still depends on you for everything that matters? In this episode, Justin Goodbread, a serial entrepreneur with seven exits and deep experience in value acceleration, explains why most owners never build a company that can truly scale or sell. He lays out his Deca-millionaire framework, why business value needs to be bigger than most founders expect, and how to think about systems in a way that frees the owner. You will hear a practical way to view the eight core areas of any business, why checklists are not the same thing as real process, and how getting out of your own way can unlock growth and transferability.    Quotes:  • I'm just a country boy, born and raised on a dirt road.  • Our business is typically 80% of our net worth. It is a large asset that sits on our balance sheet. However, it is not who we are.  • We, as business owners, don't put blinders on ourselves. We see shiny objects regularly.  • A process is whenever you can get off the merry-go-round completely.  • Most of us can't even articulate the client journey.  • One plus one equals a million.    Takeaways:  • Most business owners underestimate how much value they actually need to sustain their lifestyle long term, which is why intentional value creation matters more than short-term income.  • The Deca-millionaire framework is built around five phases: Relentless Foundation, Relentless Examination, Relentless Execution, Relentless Exit, and Relentless Freedom, giving owners a clear path toward scalable value.  • True examination means separating personal identity from the business while protecting health, relationships, and life outside the company.  • Processes are not checklists. Real process means the business can operate without the owner sitting in the middle holding everything together.  • If you cannot clearly explain the client journey from yes to satisfaction, your team cannot deliver it consistently, which limits growth and valuation.  • The biggest constraint in most businesses is the owner. Letting go of pride and trusting systems, people, and partners is often what unlocks scale.    Conclusion:  This episode is a wake-up call for business owners who feel stuck doing everything themselves. Justin Goodbread shows that real growth and strong exits are not about working harder, but about building clarity into the business. When you understand where you are going, examine both your life and your company honestly, and build systems that remove you from the center, value becomes transferable. The result is not only a better exit someday, but more freedom and control while you are still running the business.    Links Mentioned:  Website: https://www.justingoodbread.com/   LinkedIn: https://www.linkedin.com/in/justingoodbread   Instagram: https://www.instagram.com/justingoodbread

    37 min

  5. FEB 16

    How Do Pricing Strategies Drive SaaS Growth with Marcos Rivera

    In this episode of the B2B Growth Blueprint Podcast, Mark Osborne sits down with pricing expert Marcos Rivera, founder and CEO of PricingIO. Marcos shares how pricing can become one of the most powerful growth drivers in B2B SaaS when it is done with intention. He walks through his journey from corporate leadership to Vista Equity Partners, where he helped companies unlock major revenue gains through smarter monetization. But this conversation is not only about pricing, it is also about leadership, delegation, and building a business that supports your life. Marcos introduces his Trampoline framework, a simple system that helps founders scale from solo operator to a real team. If you want growth that feels strategic and sustainable, this episode is for you.  Quotes:  The secret to success is the accumulation of skills, relationships, and good decisions over time.  I needed to control my time because I could not be the shadow of a dad.  The big question every entrepreneur should ask is what I should not do.  You do not need a dashboard with 90 things on it; start with the big five and build from there.  There is waste in your business right now somewhere, and you have to go after it like a heat-seeking missile.  Takeaways:  Pricing becomes a growth engine when you stop guessing and start building it intentionally.  Delegation is the shift that turns a busy expert into a scalable business owner.  Hiring for effort, communication, and adaptability can outperform hiring only for experience.  A strong meeting rhythm creates clarity, momentum, and less wasted time across the team.  Autonomy helps people grow faster because decision-making improves through practice.  Measuring a few key metrics consistently gives you better insight and better execution.  Conclusion:    This episode is a reminder that real growth comes from focus, not chaos. Marcos Rivera shows what it looks like to scale a company while protecting your time and energy. His Trampoline framework gives leaders a practical way to hire better, meet better, and empower their teams to move faster. If you are trying to do everything yourself, this conversation will push you to rethink what you should keep and what you should delegate. And if you want to turn pricing into a real advantage, Marcos makes it clear that the right strategy can change everything.  Links Mentioned:   Website "Pricing IO": https://www.pricingio.com/   Email: LinkedIn: https://www.linkedin.com/in/marcoslrivera/   Book "Street Pricing: A Pricing Playlist for Hip Leaders in B2B SaaS": https://a.co/d/0fA366Ro

    31 min

  6. FEB 16

    Which Benefits Come from Flexibility in Transactions with Jason Bush

    Welcome to another episode of the B2B Growth Blueprint Podcast with your host Mark Osborne, featuring today's guest Jason Bush. Jason is a Certified Exit Planning Advisor with a rare specialty because he works in commercial real estate while helping business owners prepare for major transitions. In this episode, Jason shares how his background in engineering, structured finance, and M&A shaped the way he sees value and opportunity. Together, they talk about the powerful connection between a business and the real estate it operates in, whether the owner leases the space or owns it. Jason explains why real estate often gets overlooked during a business sale and how that can create risks or missed opportunities. If you are a business owner or an advisor supporting owners through an exit, this conversation will give you a smarter lens to maximize enterprise value.  Quotes:  What it really reveals is that I'm 55 years old, and I keep changing what it is that I'm passionate about over time.  I'm too entrepreneurial and too willing to fully explore niches, both career-wise as well as economically.  Real estate in the business and M&A relationship is often treated as an afterthought.  There's always something that we can do, but there are more things that we can do the longer the timeline that you have.  Oddly enough, real estate owners will tell you what they paid for it, which reveals that it's the only data point that they have.  Takeaways:  Exit planning becomes stronger when business owners understand that real estate plays a major role in total enterprise value.  Even if the business does not own the building, the lease terms can still affect how attractive the business looks to a buyer.  The earlier the real estate strategy is addressed, the more options and flexibility the owner will have during a sale.  When time is short, the focus becomes tactical and centered on lease risks, term length, options, and assignability.  Many owners misjudge their property value because they rely on what they paid for it or what a friend sold something for.  Advisors can create immediate value by asking better real estate questions that open the door for deeper planning and smarter decisions.  Conclusion:    This episode makes one thing clear, real estate is not just a side detail when a business owner is preparing for an exit. Jason Bush shows how the relationship between the business and its location can either strengthen a deal or create serious risk at the worst possible time. He also explains why having clarity around leases, terms, and real market value can reduce surprises during due diligence. The biggest opportunity comes when owners treat the operating company and the real estate company as two separate assets that can be optimized. If you want to protect your deal and maximize the outcome, this episode is a must-listen.    Links Mentioned:   Website "Linville Team Partners": https://www.ltpcommercial.com/    Email: LinkedIn: https://www.linkedin.com/in/jason-bush-value-advisor/

    33 min

  7. FEB 9

    Can Private Equity Reshape the Future of MSPs with Doug Lowenthall

    In this episode of the B2B Growth Blueprint Podcast, host Mark Osborne sits down with Doug Lowenthal, CEO and co-founder of MSP Fuel, to unpack what it really takes to grow and scale a business the right way. Doug shares lessons from over 25 years in the IT and MSP world, including how he built True Technology into a 7-figure operation and successfully exited in 2021. Together, they explore the difference between building a long-term "cash machine" versus preparing for a short-term liquidity event. Doug also breaks down the concept of "skinny bombing," why private equity is reshaping the MSP space, and how leaders can protect culture while increasing profitability. If you want practical strategies for improving EBITDA, building stronger systems, and scaling with confidence, this episode is packed with insights you can apply immediately.  Quotes:  I always loved technology, but I found I really had a passion for business.  For the first decade, I worked for a lunatic myself.  Timeframe is critical because you're always looking at what you want from X to Y by when.  Culture is what allows you to make change in the organization without resistance.  Don't do something you wouldn't do in the normal course of operating your business because deals can fall through.  Takeaways:  The right systems and processes are what turn a business from owner-dependent to scalable and sustainable.  Exit planning requires a different strategy than long-term growth, and your timeline determines what matters most.  Skinny bombing can boost short-term EBITDA, but it can also damage culture and raise red flags during due diligence.  Private equity activity can affect your business directly and indirectly through competitors and even your clients getting acquired.  Strong leadership, consistent communication, and intentional culture-building create trust that makes growth easier and change smoother.  Conclusion:    Doug Lowenthal delivers a powerful reminder that scaling a business isn't just about working harder—it's about building smarter systems that create leverage. Whether you're focused on long-term growth or preparing for an exit, clarity around your goals and timeline shapes every decision you make. Doug's insights on profitability, client evaluation, and building a consistent sales engine highlight the tactical steps that can immediately strengthen your business. Just as importantly, he emphasizes that leadership and culture are the foundation that allows companies to grow without burning out their people. If you're ready to scale with confidence and build a business that holds real value, this episode is one you'll want to revisit.  Links Mentioned:   Website: MSP Fuel: https://mspfuel.com/    Email: LinkedIn: https://www.linkedin.com/in/douglowenthal

    29 min

  8. FEB 9

    Is Proxy Foods Truly the "Canva" for Food Scientists with Panos Kostopoulos

    Mark Osborne sits down with Panos Kostopoulos, Founder and CEO of Proxy Foods, to explore how AI is transforming food innovation. Panos shares how his journey from chemical engineering in Greece to biotech entrepreneurship in the U.S. led him to build a platform that helps food and beverage brands create and optimize recipes faster. You'll hear how Proxy Foods is merging data science, food science, and engineering to improve everything from nutrition and flavor to cost and shelf life. The conversation also dives into what it's really like being a technical founder who must also sell, lead, and scale a company. If you're building in a technical space and trying to grow smart, this episode is packed with insight and real-world founder lessons.  Quotes:  Food is the most universally and frequently asked question across every culture and even across nature.  The unique advantage technical founders have is being able to speak the language of other technical buyers during sales conversations.  The most important thing in sales is understanding the value proposition, the market segment, and the end user.  You cannot effectively sell to everyone in the beginning because you have limited resources, limited time, and limited money.  A startup's biggest advantage is speed of validation and quick execution through fast iteration and feedback.  Takeaways:  Proxy Foods helps brands develop and optimize recipes using AI-driven predictions across nutrition, flavor, shelf life, cost, and compliance.  Technical founders can sell more effectively to technical customers because they can handle deep questions without needing backup.  Choosing the right market segment early is critical because trying to sell to multiple audiences at once slows growth.  Proxy Foods initially aimed to serve smaller companies but shifted toward enterprise customers due to strong inbound demand.  Startups win by moving faster than large companies through rapid testing, execution, and constant market validation.  Conclusion:    This episode highlights how Proxy Foods is using AI to reshape the way food and beverage companies innovate, optimize, and bring better products to market. Panos Kostopoulos shares an inspiring founder story rooted in engineering, biotechnology, and a mission to make food healthier and more sustainable. Beyond the technology, he breaks down the realities of startup growth, especially for technical leaders who must also step into sales and strategy. His insights on market focus, enterprise selling, and rapid iteration offer valuable lessons for any founder building in a complex space. If you're looking for a smart, real-world perspective on scaling innovation and selling as a technical expert, this conversation is a must-listen.  Links Mentioned:   Website: Proxy Foods: https://proxyfoods.ai/   Email: LinkedIn: https://www.linkedin.com/in/panos-ko/

    28 min
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Interviews with Founders, Investors, Advisors, and CEOs at Professional Services, B2B SaaS, and Tech Firms who share the Systems and Processes that led to their success, scaling, and founder exit or recapitalization. Ideal for Entrepreneurs, Founders, Co-Founders, CEOs, Presidents as well as Advisors who want to take their B2B SaaS, Tech, or Services firm to the next level of growth or enjoy a successful exit. Focus on predictable, scalable solutions built on solid marketing principles, not chasing growth hacks, gaming algorithms, dumping money into ads that don't work, or drowning in unqualified leads. Hosted and moderated by Mark Osborne, author of the #1 Best-Selling Book "Are Your Leads KILLING Your Business?"

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