{"id":68596,"date":"2025-10-24T14:00:59","date_gmt":"2025-10-24T12:00:59","guid":{"rendered":"https:\/\/techma.bakertilly.es\/?post_type=diccionario&#038;p=68596"},"modified":"2026-10-14T10:33:35","modified_gmt":"2026-10-14T08:33:35","slug":"guia-practica-preparar-tu-empresa-tech-para-su-venta","status":"publish","type":"diccionario","link":"https:\/\/techma.bakertilly.es\/en\/como-hacer\/guia-practica-preparar-tu-empresa-tech-para-su-venta\/","title":{"rendered":"Practical guide to commercial preparation for selling your tech company"},"content":{"rendered":"<p class=\"wp-block-paragraph\">When an investor analyses your company, they are not buying its past, but the expected future cash flows. Commercial readiness is the factor that has the greatest impact on valuation because it shows that your business can grow sustainably without depending exclusively on the founder. The objective is to transform your commercial operation into a <strong>predictable, scalable and investor-friendly system<\/strong>, eliminating uncertainties that could reduce the valuation of your company.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When preparing your business for sale, you must demonstrate these five aspects with verifiable evidence; in this way, you will build trust with potential buyers:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Shows diversified customers; this is a sign that the company is not exposed to major losses<\/li>\n\n\n\n<li>Present contracts with guarantees: renewals, upsell paths or service level agreements<\/li>\n\n\n\n<li>Clean CRM data that matches the invoices<\/li>\n\n\n\n<li>Teach unit metrics that work at scale<\/li>\n\n\n\n<li>Replace the heroic exploits of the founder with a repeatable sales motion and referencable logos<\/li>\n<\/ol>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #ffffff;color:#ffffff\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #ffffff;color:#ffffff\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/techma.bakertilly.es\/en\/como-hacer\/guia-practica-preparar-tu-empresa-tech-para-su-venta\/#Que_tener_en_cuenta_para_un_primer_diagnostico_de_preparacion_para_la_venta\" >What to consider for an initial sales readiness assessment<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/techma.bakertilly.es\/en\/como-hacer\/guia-practica-preparar-tu-empresa-tech-para-su-venta\/#1_Diversificacion_y_visibilidad_de_contratos\" >1. Diversification and visibility of contracts<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/techma.bakertilly.es\/en\/como-hacer\/guia-practica-preparar-tu-empresa-tech-para-su-venta\/#2_Ingresos_predecibles_ARR_en_caso_de_SaaS\" >2. Predictable revenue \/ ARR (in the case of SaaS)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/techma.bakertilly.es\/en\/como-hacer\/guia-practica-preparar-tu-empresa-tech-para-su-venta\/#3_Unit_economics_churn_y_retencion\" >3. Unit economics, churn and retention<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/techma.bakertilly.es\/en\/como-hacer\/guia-practica-preparar-tu-empresa-tech-para-su-venta\/#4_Marca_posicionamiento_y_pipeline\" >4. Brand, positioning and pipeline<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/techma.bakertilly.es\/en\/como-hacer\/guia-practica-preparar-tu-empresa-tech-para-su-venta\/#5_Proceso_comercial_y_conversion\" >5. Commercial process and conversion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/techma.bakertilly.es\/en\/como-hacer\/guia-practica-preparar-tu-empresa-tech-para-su-venta\/#6_Go-to-market_y_diferenciacion\" >6. Go-to-market and differentiation<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/techma.bakertilly.es\/en\/como-hacer\/guia-practica-preparar-tu-empresa-tech-para-su-venta\/#Prepara_tu_empresa_para_la_venta_en_30_dias\" >Prepare your business for sale in 30 days<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Que_tener_en_cuenta_para_un_primer_diagnostico_de_preparacion_para_la_venta\"><\/span>What to consider for an initial sales readiness assessment<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Below we have set out the main questions we recommend asking to assess a company's level of commercial readiness before starting the process of selling it:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Diversificacion_y_visibilidad_de_contratos\"><\/span>1. Diversification and visibility of contracts<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The first step involves honestly analysing your income base and the stability of your client portfolio. A buyer will look favourably upon a company that does not depend on a few large accounts:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Does your company have a diversified customer base without dependence on major accounts (no client &gt;10\u201315% of the <em>revenue<\/em>)?<\/li>\n\n\n\n<li>Do you have visibility of key client and partner contract renewals?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">It is essential <strong>gain visibility over your future earnings<\/strong>. Check your renewal dates, cancellation clauses, and extension terms in your contracts. A clear renewal schedule provides predictability and allows you to better estimate recurring cash flow. If you work with short-term contracts or without renewal guarantees, dedicate time to standardising your agreements and establishing medium- and long-term frameworks of engagement with your main clients.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Ingresos_predecibles_ARR_en_caso_de_SaaS\"><\/span>2. Predictable revenue \/ ARR (in the case of SaaS)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Do you have predictable income?<\/li>\n\n\n\n<li>Do you calculate ARR in the case of a SaaS model?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Investors pay for certainty, and <strong>certainty is demonstrated with consistent metrics<\/strong>. If your model is SaaS, make sure you correctly calculate your ARR (annual recurring revenue) and have it reconciled with your billing data. Measure customer retention and churn, both in terms of customer numbers and revenue (NRR).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Unit_economics_churn_y_retencion\"><\/span>3. <em>Unit economics<\/em>, <em>churn <\/em>and retention<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Consistency between your financial and commercial metrics is one of the clearest signs of maturity to a buyer.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Do you track customer acquisition cost (CAC) and customer lifetime value (LTV)?<\/li>\n\n\n\n<li>Do they have a favourable relationship (e.g. LTV\/CAC &gt; 3)?<\/li>\n\n\n\n<li>Do you have a good measure of customer churn and retention (<em>churn <\/em>of customers, <em>revenue churn<\/em>\/NRR)?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Monitoring unit metrics such as CAC (customer acquisition cost) and LTV (customer lifetime value) is essential for <strong>show that your growth is sustainable<\/strong>. An LTV\/CAC ratio of greater than 3 is usually considered healthy. If you do not have this data up to date or if it comes from different sources, spend time aligning definitions and calculations.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_Marca_posicionamiento_y_pipeline\"><\/span>4. Brand, positioning and pipeline<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Do you have a strong brand and positioning, with high brand equity and thought leadership?<\/li>\n\n\n\n<li>Do you have a system for the constant generation of business opportunities?<\/li>\n\n\n\n<li>Do you have verified sales target compliance metrics?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Assess whether your <em>pipeline <\/em>of opportunities comes from a constant generation flow or depends on one-off actions. Investors look for predictable and replicable business models, not based on individual efforts. If we have built a high-value brand with a clear positioning, it provides security and greater predictability for the investor. In addition to those already mentioned, we leave you with a How-To where we recommend reviewing certain key aspects of positioning and competitive advantage to <a href=\"https:\/\/techma.bakertilly.es\/en\/como-hacer\/analyse-and-defend-your-key-competitive-advantage-to-maximise-value-when-selling-your-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">maximising value in your company's sales process<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"5_Proceso_comercial_y_conversion\"><\/span>5. Commercial process and conversion<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">When an investor analyses your company, they want to verify that growth does not depend on individual talent or one-off moments, but on a measured, predictable and scalable sales process.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Do you have an effective sales process with measured conversion rates and manageable sales cycles?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Document your commercial strategy, your renewal processes and <em>upsells<\/em>, and make sure your team's incentive plan is aligned with profitability.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"6_Go-to-market_y_diferenciacion\"><\/span>6. <em>go-to-market<\/em> and differentiation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The sales process doesn't just evaluate your numbers, it also assesses the strength of your brand and your competitive positioning. Review your strategy <em>go-to-market<\/em>how you reach your customers, what channels you use, what your value proposition is and what sets you apart. Documenting this strategy conveys professionalism and forward vision.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Do you have a documented go-to-market (GTM) strategy (channels, pricing, marketing) that drives efficient growth?<\/li>\n\n\n\n<li>Do you calculate your market share?<\/li>\n\n\n\n<li>Do you have your differentiation documented?<\/li>\n\n\n\n<li>Are you positioned as a leader or on the path to becoming one, backed by data?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">At the same time, review your communication strategy: case studies, client logos and testimonials are tangible proof of trust that strengthen the company's narrative<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Prepara_tu_empresa_para_la_venta_en_30_dias\"><\/span>Prepare your business for sale in 30 days<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Commercial preparation is the precursor to a successful sale. It is not about \u201cdressing up\u201d the company, but rather about <strong>convert scattered information into verifiable evidence<\/strong> and personal processes in scalable systems. Investors quickly spot weak points: inconsistent data, shifting forecasts or flimsy contracts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Conversely, when a company demonstrates control over its revenue, its pipeline and its growth, it projects stability and reduces perceived risk. That certainty translates directly into value. <strong>The greater the predictability of the results, the higher the price that can be defended.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Execute a <em>commercial readiness sprint<\/em> 30-day: cleans data and reconciles CRM-ERP, sets metric definitions, standardises contracts and <em>pricing<\/em>, document GTM, professionalise the process (<em>stages<\/em>, rates, cycles), active <em>playbooks <\/em>of <em>upsell\/renewal<\/em> and align the variable with margin. In this way, you will turn doubts into evidence, evidence into negotiation, and negotiation into price.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you are thinking of selling your company and do not know where to start preparing it for sale, contact our <a href=\"https:\/\/techma.bakertilly.es\/en\/sale-of-companies\/\" target=\"_blank\" rel=\"noreferrer noopener\">specialist advisors in business sales<\/a> of the technology sector. They will carry out an initial assessment of the state of your company and help you prepare to obtain the highest possible return. You can also carry out a free initial self-diagnosis to find out where your company stands in terms of being ready for sale.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-fe48e5de wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-fill\"><a class=\"wp-block-button__link has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/techma.bakertilly.es\/en\/exit-readiness\/#CTAForm\" style=\"color:#030a19;background-color:#d1ec51\"><strong>DO A SELF-DIAGNOSIS<\/strong><\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Below is a webinar where our advisers explore in detail how to prepare the company for a future sale with a focus on the commercial area, centring on what buyers look for in the commercial area and how the company's value can be increased through certain improvements in this area.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"COMMERCIAL Checklist: What do buyers look at? | Tech M&amp;A\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/0B2NCJjxmuE?feature=oembed\"  allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>","protected":false},"author":4,"featured_media":0,"template":"","meta":{"_acf_changed":false,"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":""},"tags":[],"paso-howto":[2299],"sectores":[],"class_list":["post-68596","diccionario","type-diccionario","status-publish","hentry","paso-howto-4-comercial"],"acf":[],"_links":{"self":[{"href":"https:\/\/techma.bakertilly.es\/en\/wp-json\/wp\/v2\/diccionario\/68596","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/techma.bakertilly.es\/en\/wp-json\/wp\/v2\/diccionario"}],"about":[{"href":"https:\/\/techma.bakertilly.es\/en\/wp-json\/wp\/v2\/types\/diccionario"}],"author":[{"embeddable":true,"href":"https:\/\/techma.bakertilly.es\/en\/wp-json\/wp\/v2\/users\/4"}],"wp:attachment":[{"href":"https:\/\/techma.bakertilly.es\/en\/wp-json\/wp\/v2\/media?parent=68596"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/techma.bakertilly.es\/en\/wp-json\/wp\/v2\/tags?post=68596"},{"taxonomy":"paso-howto","embeddable":true,"href":"https:\/\/techma.bakertilly.es\/en\/wp-json\/wp\/v2\/paso-howto?post=68596"},{"taxonomy":"sectores","embeddable":true,"href":"https:\/\/techma.bakertilly.es\/en\/wp-json\/wp\/v2\/sectores?post=68596"}],"curies":[{"name":"well played","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}