Lowell Ricklefs spent 25+ years building and buying businesses and now helps sellers find a buyer (Traction Advising Founder). He has over 1,000 conversations per year with b2b SaaS buyers and will share what he hears from them about what they will pay for and why.

There is a disconnect between what most entrepreneurs and many investors think a buyer will buy and what actual buyers look for. How important is growth? EBITDA? Revenue? Logo churn? Net revenue retention? Customer concentration? Knowing 1-2 years before you sell what they will pay for can help you get up to 25% more for your business. Strategic? Financial? Strategic with Private Equity Sponsor? What is the difference?