On May 8, Future Proof Advisors co-founder and CEO Terry Dry co-hosted a closed-door CEO Mastermind session at Mirren Live alongside Lori Murphree, Founder and Managing Partner of Evalla Advisors. The gathering brought together 20+ agency CEOs for an open, practical conversation on building enterprise value—whether with a sale in mind or simply to scale smarter.

With the M&A market still cautious due to broader economic uncertainty, the CEOs in the room were looking for clarity, perspective, and practical guidance. Some were exploring exit opportunities, while others wanted to understand what really drives valuation over time.

Here were some of the key takeaways:

• Revenue and profit alone don’t determine value. Buyers are increasingly prioritizing vertical expertise, strong leadership teams, defensible IP, and operational scalability.
• Strategic clarity and financial discipline matter. Agencies that can clearly articulate their position in the market and back it up with sound financials and growth potential are more likely to stand out. It’s not just about what you’ve built, but whether someone else can envision scaling it. 
• Sustainable growth is more attractive than peak margins. While healthy EBITDA is still important, buyers are often more interested in predictable, well-managed growth, especially when supported by solid forecasting and a scalable model.
• Client diversification reduces risk. Buyers often discount agencies that rely too heavily on a few major accounts. A more balanced client portfolio signals stability and future readiness.
• How you tell your agency’s story matters. Buyers want to know where your agency is headed, not just what it’s accomplished. Agencies that align their narrative with the strategic priorities of buyers tend to unlock stronger multiples.
• Strategic partnerships and acquisitions—big or small—can accelerate value. Expanding through targeted partnerships or tuck-in acquisitions can strengthen your positioning, broaden capabilities, and increase enterprise value in the eyes of buyers.

One recurring theme: agency leaders often aren’t sure what really moves the needle. The M&A journey can feel opaque, especially for those navigating it for the first time.

As Terry explains, “Agencies need to figure out what their North Star is from a strategic, operational, and financial standpoint. Then follow that star. You may need to redirect once in a while, but you know your end goal.”

So, what can agency leaders start doing today to increase enterprise value over time?

Here are a few practical steps discussed during the session:

» Align with your partners on your personal and business goals
» Define your North Star, both strategically and financially
» Embrace and integrate technology (especially AI) to increase effectiveness and efficiency
» Tighten up forecasting, accountability, and operational rigor
» Stay flexible, optimize continuously, and don’t be afraid to pivot
» Learn how to tell your agency’s story in a way that resonates with buyers, not just clients

The session reinforced that building enterprise value isn’t about checking boxes — it’s about building with intention. Whether a sale is years away or not yet on the horizon, agencies with strategic clarity, scalable operations, and financial discipline are best positioned for long-term success. These key themes emerged from the recent CEO Mastermind at Mirren Live, offering valuable perspective for any agency leader thinking about growth or future exit options.

Want to learn more about what drives agency value, or how to apply it to your own business? Contact us at info@FutureProofGrp.com.