Independence by Design™

Jennifer Davis is the co-founder and former CEO of Davisware, a vertical ERP platform she and her husband started at 17. Over two decades, they scaled it to $20M+ in revenue, built a team of over 200, and sold to private equity. She’s also the mother of ten kids and the author of two books, including Living Exponentially. Watch on YouTube In this conversation, Jennifer walks us through the full arc of building, leading, and eventually stepping away from a company she built from the ground up. We talk about the early growth years, the identity shift from founder to CEO, what she learned inside private equity, and how she’s now designing her next chapter with clarity and intention.  Jennifer Davis is the co-founder and former CEO of Davisware, a bootstrapped ERP platform scaled to over $20M in revenue and sold to private equity. She’s a tech entrepreneur, mom of 10, and author of two books, including Living Exponentially. Now, through her new venture BExponential, she helps growth-minded women lead with clarity and purpose. Her story blends grit, systems thinking, and a deep commitment to impact.  Chapters:   (00:00) Introduction and Jennifer's "Gen 2.0" mission statement at age 50  (07:10) Starting Davisware at 17, meeting husband on Grapevine Lake boat  (14:19) Family farm background, sixth of nine kids, entrepreneurial roots  (19:31) India outsourcing journey, Dan spending 200 days there  (24:03) First major acquisition in 2007, saving competitor with cash bag  (27:48) Selling to private equity in 2019, COVID leadership as portfolio CEO  (34:09) Land development disaster, 80-acre subdivision bankruptcy and banking crisis  (41:08) Bank president meeting, driving three hours for personal negotiation  (52:44) Separation of business and personal finances, ownership mindset lessons  (74:30) Life integration philosophy, writing book and exponential mindset framework  Rate, comment, and share with the owner/operators you know!    Resources: Jennifer Davis: https://www.itsjenniferdavis.com/ Davisware: https://www.davisware.com Ryan Tansom Website: https://ryantansom.com/  

What’s happening in the M&A market right now? Who’s buying, who’s selling, and how should owners think about timing, value, and optionality? Watch on YouTube In this episode, I sit down with Jeff Buettner from ButcherJoseph, an investment banker who specializes in founder-led companies in the lower middle market. We unpack the current state of dealmaking for $2M to $10M EBITDA businesses and talk candidly about what’s really driving—or stalling—transactions in today’s environment.   We cover everything from deal structure, buyer behavior, and interest rate dynamics to why some owners are stuck in “no man’s land” between SBA buyers and private equity funds. Jeff shares the patterns he sees across the market and what business owners can do right now to improve their position and expand their options, even if they’re not ready to sell.  Whether you're prepping for an exit, considering a recap, or just want to understand what drives valuation and interest in the middle market, this episode gives you a grounded, experience-backed view into what's working—and what’s not—in M&A today.   This conversation ties directly into the Elevate phase of the iBD™ Magic Model—helping owners increase strategic value, attract aligned capital, and design a business that’s ready for optionality.  Jeff Buettner is a Managing Director at ButcherJoseph, where he works with owner-led businesses exploring recapitalizations, ESOPs, and strategic exits in the lower middle market. With deep experience across private capital markets, investment banking, and founder transitions, Jeff specializes in helping owners navigate complex deal dynamics while maintaining control and clarity. He is known for his honest, practical approach and his ability to bridge the gap between what founders want and what the market will support.  Chapters:   (00:00) Welcome to Independence by Design with guest Jeff Buettner  (00:34) Current M&A market trends and tariff impact conversations  (02:23) How uncertainty stopped transactions and lending activity cold  (05:52) Finding pockets of certainty in volatile deal environments  (09:28) Strategic versus financial buyers in tariff-impacted markets  (14:02) The five million EBITDA threshold and why it matters  (25:24) Navigating the no man's land of middle-market businesses  (33:31) Building management teams and reducing owner dependency risk  (36:40) Strategic planning three years ahead for better outcomes  (40:18) When to engage investment bankers for maximum value  Rate, comment, and share with the owner/operators you know!    Resources: ButcherJoseph: https://www.butcherjoseph.com Jeff Buettner LinkedIn https://www.linkedin.com/in/jeff-buettner-8839432/ Ryan Tansom Website https://ryantansom.com/    

Most owners rely on gut instinct, advisors, or market trends to make decisions, but few stop to ask: What’s actually happening underneath the economy? Watch on YouTube In this episode, I’m joined by Joe Brown—creator of Heresy Financial—for a macroeconomic breakdown that actually makes sense for business owners. We unpack inflation, interest rates, debt cycles, and monetary distortion in plain English, then connect those insights directly to the decisions owners are making around growth, liquidity, and long-term wealth.  This isn’t about timing the market. It’s about understanding the rules of the game you're playing. Whether you’re holding cash, thinking about M&A, or planning for an exit, this episode helps you zoom out, think in first principles, and protect the future you’re building.  Joe Brown is the founder of Heresy Financial, a YouTube channel and financial education platform that helps people understand how the economy really works. With millions of views and a growing audience of investors and entrepreneurs, Joe translates complex monetary policy, debt cycles, and macro trends into simple frameworks for decision-making. His contrarian, first-principles approach is trusted by those who want to protect their time, value, and wealth in a system built to extract them.   Chapters:   (00:00) Introduction and why macroeconomics matters to business owners  (03:17) The big shift from monetary to fiscal policy  (11:40) The fiat system is built on debt dynamics  (21:39) Owning productive assets is the best hedge strategy  (35:17) Energy deregulation as fundamental economic growth lever  (46:20) How to think about capital allocation in this environment  (53:11) Navigating an era of uncertainty with clarity  (58:34) What this means for valuations and exit timing  Rate, comment, and share with the owner/operators you know!    Resources: Heresy Financial YouTube Channel https://www.youtube.com/c/HeresyFinancial Ryan’s article on “How the System Steals Your Time” https://www.youtube.com/watch?v=lRUiyZNVrmA Ryan Tansom Website https://ryantansom.com/  

We’ve all heard it: “Pick one thing. Focus. Go all in.” But what if that advice doesn’t apply once you’ve built real optionality?  Watch on YouTube In this episode, I’m joined by Mark Cleveland—an experienced entrepreneur, investor, and self-described parallel entrepreneur—to rethink how owners can design the next chapter of life. Instead of scaling endlessly or exiting just to feel free, Mark shows how business can be a platform to fund the life you actually want. Not someday—now.   We unpack how to reclaim your time, align your ventures with your values, and stop optimizing for someone else’s scoreboard. If you’ve built a successful company but feel boxed in by what comes next, this episode is a wake-up call. You don’t need to sell to find meaning. You need clarity, ownership, and the courage to design your future on purpose.  Mark Cleveland is a lifelong entrepreneur, investor, and business builder who’s launched and led multiple companies across industries—from logistics to retail to software. Rather than optimizing for scale or exits, Mark intentionally structures his ventures around what gives him energy, purpose, and time with his family. His philosophy flips the default growth narrative and shows that the real prize of entrepreneurship isn’t scale—it’s alignment.   Chapters:   (00:00) Introduction and guest welcome through Dan Golden connection  (02:58) The parallel entrepreneur mindset rejecting the one business rule  (14:42) What fulfillment looks like after buying back your time  (26:49) Using business structure to fund curiosity and personal growth  (37:41) Constraining growth by choice and turning down capital  (46:23) Designing around your values, not the market's expectations  (55:26) Framework versus goals for flexible decision-making structures  (01:03:00) Optionality without exit and designing the next chapter purposefully  Rate, comment, and share with the owner/operators you know!   Resources: Mark Cleveland on LinkedIn https://www.linkedin.com/in/markhcleveland/ 37signals – calm company inspiration https://37signals.com/ Ryan Tansom Website https://ryantansom.com/

If you're running a mid-sized company and considering acquisitions—or you just want to understand how smaller companies get valued—this episode is for you. Watch on YouTube I sat down with Clint Fiore, a business broker who’s helped hundreds of Main Street businesses try to sell. And here’s the truth: most of them don’t get what they want. Not because their business is bad—but because it’s not built to be bought.  We break down what actually happens when a $1–5M owner tries to exit: how they think, what they miss, and what buyers really see when they dig into the financials. Along the way, we talk through working capital expectations, earn-outs, founder dependency, and how to structure a deal that actually works.  If you’re thinking about buying a business to grow—or you want a better understanding of how the lower market operates—this episode will give you the lens of a buyer and the clarity of someone who’s seen it all.  Clint Fiore is the founder of Bison Business, a boutique M&A advisory firm that helps owners sell their companies and buyers find the right opportunities in the lower middle market. With experience as both an entrepreneur and a broker, Clint has built, scaled, and sold companies—and now helps others do the same. He’s personally advised on hundreds of deals, from owner-operated shops to more complex transactions, and he knows what buyers care about: clean financials, transferable operations, and a clear path to post-close success. Before founding Bison, Clint built and exited a national consumer brand, led sales in high-growth tech, and served aviation clients as a top commercial broker. In addition to leading Bison, Clint is developing Dealonomy—a new platform designed to modernize the small business deal marketplace by combining tech, transparency, and relationship-based brokerage. He’s also a private pilot, father of four, and a lifelong entrepreneur who brings a grounded, no-BS perspective to buying and selling businesses.   Chapters:   (00:00) Introduction and catching up with Clint Fiore's remarkable journey  (01:28) From aviation dreams to entrepreneurship through insurance industry insights  (12:24) The business brokerage pivot and learning deal complexity firsthand  (21:04) Creating the hundred million dollar offer and zero commission model  (28:04) SDE versus EBITDA and the harsh realities of main street valuations  (38:30) Compassionate bubble bursting and managing seller expectations realistically  (50:15) The whale shark strategy for acquisition and market consolidation  (01:03:18) Launch of Deal Nominee platform and the future of business transactions  Rate, comment, and share with the owner/operators you know!    Resources:  Bison Business Brokers – http://lackbeltmembers.com  Clint’s LinkedIn - https://www.linkedin.com/in/clintfiore/  Ryan Tansom Website https://ryantansom.com/

You’ve probably heard that business valuation is more art than science. But what if the art is just smoke and mirrors—and the science has been hiding in plain sight all along? Watch on YouTube In this episode, I’m joined by Graham Stephen and Kyle McCulloch, the team behind Bizval, a company that’s quietly building a tool that may completely disrupt how business owners understand valuation. What makes it so revolutionary? Instead of retrofitting a formula to outdated tax returns or jargon-filled reports, they’re prompting you—the owner—to answer operational questions you already know, then reverse-engineering a legit three-statement model and discounted cash flow (DCF) valuation from that data.  Most valuation tools ignore cash flow and future risk. Bizval centers it. Instead of proxies, you're getting clarity. If you’ve ever been told your business is worth “4–6x EBITDA” and felt like that answer didn’t mean anything—you’re going to love this conversation.  We go deep into:  Why traditional valuation approaches are built to protect advisors, not serve owners.  How Bizval helps you forecast future cash, so you can make better decisions—whether you’re selling, scaling, or holding.  Why your business might be the most inflation-resilient investment you own.  If you’re serious about building value and taking control of your financial future, this is a must-listen.   Graham Stephen is a former banker and chartered accountant turned entrepreneurial strategist. After witnessing firsthand how the traditional financial system fails owner-operators, he co-founded Bizval to bring clarity, simplicity, and first-principles thinking to the messy world of valuation. His work helps owners understand their true worth—not just on paper, but in cash terms they can act on.  Kyle McCulloch brings a rare combination of global macro risk analysis, cyber strategy, and operational grit. From trading floors to turnaround jobs in small businesses, Kyle has built a toolkit that allows him to connect the dots between world events, business systems, and cash flow forecasting. He now helps Bizval clients tie strategy to risk-adjusted value so they can play the right game—and win.  Chapters:   (00:00) Introduction and guest backgrounds from Ryan Tansom  (01:24) Graham's journey from banking to entrepreneurship and Bizval's genesis  (12:40) Kyle's path from Wall Street dreams to risk management expertise  (21:43) Why traditional valuations are broken and cash flow is king  (35:00) Graham's five-step valuation process that actually works  (50:00) Forward-looking forecasts and scenario planning for owners  (01:05:00) The macroeconomic reality changing how we value businesses  (01:20:00) Why this approach changes the game for owners  Rate, comment, and share with the owner/operators you know!   Resources:  Graham Stephen https://www.linkedin.com/in/graham-stephen/ Kyle McCulloch https://www.linkedin.com/in/kylemcculloch1/Ryan Tansom Website https://ryantansom.com/ Sound Bites  “Cash is gravity—no matter what the market says, your business lives or dies by its future cash flow.”  “Most valuation tools measure history. Bizval helps you predict what matters: will I have any f***ing money in 12 months?”  “Owners already know what matters—they just need someone to ask the right questions and make it make sense.”   

What happens when the business you built no longer protects you from the parts of yourself you've been avoiding? Alex McClafferty co-founded and sold WP Curve to GoDaddy—but it wasn’t until after the exit that he found himself face-to-face with an identity crisis, emotional collapse, and a brutal confrontation with his shadow self. Watch on YouTube In this raw and wide-ranging conversation, we talk about what it means to lose your sense of self after a big win, why so many entrepreneurs use their businesses to avoid personal pain, and what it takes to rebuild meaning, discipline, and alignment from the ground up. Alex opens up about the cost of constantly chasing validation, what really drove his burnout, and how he’s since redefined success by giving, not proving.  We also dive into the addictive energy that fuels many high performers, the hidden danger of unresolved ambition, and the path toward true integration—not just surface-level wellness. If you’ve ever felt like your business is both your escape and your identity, this one will hit deep.  Alex McClafferty is the co-founder of WP Curve, which was acquired by GoDaddy in 2016. Post-exit, he went through a full-on personal breakdown that became a catalyst for deep transformation. Today, he coaches founders to scale without losing their marbles—bringing sharp insight, deep compassion, and zero bullshit. With firsthand experience of what it means to lose your identity to your business (and rebuild from the inside out), Alex helps entrepreneurs find clarity, integration, and purpose on the other side of success. Chapters:   (00:00) Introduction - Alex McClafferty  (07:00) Facing the shadow: psychedelics, identity, and emotional breakdowns  (15:00) Why you can't skip steps in personal transformation  (24:00) Burnout, validation, and chasing pressure for its own sake  (32:30) Coaching, impact, and redefining work around giving  (41:10) Integration, timing, and compassion for self and others  (49:00) Dopamine, addiction, and noble aims  (57:00) Control, ego, and how goals can either heal or harm you  (1:04:00) Truth, timing, and the slow process of rebuilding from the inside out  (1:12:00) What Alex would tell his 2016 self—and what he's learned since  Rate, comment, and share with the owner/operators you know!  Resources: Alex McClafferty LinkedIn: https://www.linkedin.com/in/alex-mcclafferty/ IBD Owner’s Scorecard: Time, Cash Flow, Equity trade-offs https://ryantansom.com/clarify-goals Independence by Design™ Workshop: https://ryantansom.com/independence-by-design-workshop  Independence by Design™ Ownership Coaching: Ryan Tansom’s Ownership Accelerator programs and coaching https://ryantansom.com/coaching Ryan Tansom Website https://ryantansom.com/ Ryan Tansom LinkedIn https://www.linkedin.com/in/ryantansom/ Ryan Tansom Twitter https://twitter.com/RyanTansom Ryan Tansom YouTube https://www.youtube.com/@ryantansom Ryan Tansom 30-Minute Ownership Strategy Call https://calendar.app.google/tsKk7z6ohugDchWq8 

What really happens when an entrepreneur sells their business? For John Rood, it was the start of a deeply personal reckoning with identity, purpose, risk, and time. In this episode, we go beyond the typical exit story and talk about what it actually feels like to step away from the company you built—and what comes next when you’re no longer busy, no longer needed, and no longer sure what’s next.Watch on YouTube  John is the author of Beyond the Exit, a book that captures the stories and lessons of dozens of founders who’ve exited their companies and found themselves struggling to rebuild meaning and structure in their lives. In this conversation, we talk about the psychology of letting go, why retirement is a myth, and how most owners get trapped by the very businesses they created—even long after a liquidity event.We also dig into the false choices entrepreneurs are sold (retire or keep grinding, sell or stay), and how to reclaim your time and purpose without blowing up your identity. If you’ve ever wondered what the other side of a successful exit really looks like, this conversation will change how you think about freedom.Key Takeaways for Owners - Exit isn’t about the check—it’s about who you’ll be when the job title is gone. - You can’t plan your next chapter after the LOI. You have to start before you even think about selling. - Most owners underestimate how much identity, relevance, and momentum come from their business.- Purpose after the exit won’t show up on its own—you have to design it. - Time is your most valuable asset—but only if you know how you want to spend it. John Rood is the author of Beyond the Exit, a book that explores what really happens to founders after they sell their companies. Drawing from interviews with over 200 post-exit entrepreneurs, John dives deep into the emotional, strategic, and philosophical side of life after business ownership. He previously built and sold a successful marketing company and now coaches a select group of founders on how to navigate the messy middle between liquidity and meaning. His perspective is rooted in experience and research—and he's one of the clearest voices on what freedom, relevance, and contribution look like after the deal closes. Chapters:  (00:00) Reconnecting with John: Life and identity 4 years post-exit (07:00) The identity crisis and status shift entrepreneurs face after selling (14:00) Why planning your post-exit life must happen before the LOI (21:00) Liquidity concerns and risk assessment: Why timing matters for exits (28:00) Time, cash flow, and wealth: The three constraints of business ownership (35:00) Finding purpose and contribution beyond the business you built (42:00) Why retirement is a myth: Evolving meaning and the need for impact (49:00) AI's impact on business valuation and entrepreneurial opportunities (56:00) Leveraging expertise without payroll: New models for post-exit value (1:03:00) What successful post-exit entrepreneurs discovered about life after selling Rate, comment, and share with the owner/operators you know! Ryan Tansom is a seasoned entrepreneur, speaker, and the founder of Independence by Design™, a transformative ownership framework for growth-oriented business owners. After turning around and selling his family business in an eight-figure exit, Ryan spent over a decade dissecting the lessons learned from his journey. His mission is to help other business owners avoid the pitfalls he encountered by providing them with the tools and knowledge to align their business operations with their personal and financial goals. With a deep understanding of the challenges faced by owner-operators, Ryan developed Independence by Design™ to empower owner-operators to create sustainable cash flow, grow their company’s equity value, and achieve true independence. He has shared his insights on hundreds of stages, including Vistage, EO, and industry associations, and has reached over 500,000 listeners through his podcast. Ryan is passionate about helping business owners get unstuck from the day-to-day grind and design a business that serves their life, not the other way around. Resources:John Rood LinkedIn: https://www.linkedin.com/in/johnrood1/Beyond the ExitIBD Owner’s Scorecard: Time, Cash Flow, Equity trade-offs https://ryantansom.com/clarify-goalsIndependence by Design™ Workshop: https://ryantansom.com/independence-by-design-workshop Independence by Design™ Ownership Coaching: Ryan Tansom’s Ownership Accelerator programs and coaching https://ryantansom.com/coachingRyan Tansom Website https://ryantansom.com/Ryan Tansom LinkedIn https://www.linkedin.com/in/ryantansom/Ryan Tansom Twitter https://twitter.com/RyanTansomRyan Tansom YouTube https://www.youtube.com/@ryantansomRyan Tansom 30-Minute Ownership Strategy Call https://calendar.app.google/tsKk7z6ohugDchWq8 Sound Bites- "Entrepreneurs are really good at doing hard things—yet they trap themselves in businesses they’ve outgrown."  - "Freedom doesn’t mean doing nothing. It means choosing how to spend your time—and knowing what makes that time meaningful."  - "You don’t need another business. You need to figure out why you feel like you do."  - "Most exits solve for money—but leave owners with unanswered questions about identity, relevance, and contribution."

This episode is fire. Elliott Holland is a straight shooter who has seen hundreds of deals from every angle—searcher, investor, operator, and QofE provider. In this conversation, we cut through the noise to talk about what’s really going on in the acquisition market, why most self-funded searchers fail, and how owners can actually position their business (and themselves) for the next chapter.  Watch on YouTube  We dig into why most companies don’t cash flow the way owners think they do, how the wrong expectations destroy good deals, and what it takes to bridge the gap between buyers and sellers. Elliott shares what he’s seeing across the market through his firm Guardian Due Diligence, why real cash matters more than reported EBITDA, and what kind of leaders are needed to keep growing Main Street businesses when the owner steps away.   Whether you're trying to step back, prepare for an exit, or find the right leader to replace you, this episode reframes how to think about buyers, successors, and what actually makes a company valuable in today's market. It's a must-listen if you're planning your next move—or still figuring out what it should be.  This conversation ties directly into the Elevate phase of the iBD™ Magic Model—helping owners replace themselves, build strategic leadership, and unlock true independence across time, cash flow, and equity.  Key Takeaways  - Cash is king, not EBITDA. Owners need real cash flow clarity before thinking about transitions, exits, or valuations.  - Searchers aren’t the enemy—they’re the key. When structured properly, acquisition entrepreneurs may be the best shot at long-term succession.  - The traditional brokered exit path is broken. Creative deal structures, mentorship windows, and phased transitions are underutilized but powerful.  - Risk must be shared. Deals fall apart when expectations aren’t aligned and buyers are asked to shoulder too much risk without support.  - Succession planning starts now. The sooner you clean up your numbers and clarify your leadership gap, the more optionality you’ll create.   Elliott Holland is the founder of Guardian Due Diligence, where he helps acquisition entrepreneurs avoid lemons and close deals with confidence. He’s reviewed hundreds of financials, run his own deals, and coached dozens of buyers through the self-funded acquisition gauntlet. Elliott’s no-BS approach cuts through bad data, bad deals, and bad advice—and his coaching programs help real operators buy real businesses the right way. With deep roots in private equity, small business ownership, and financial diligence, Elliott brings the rare perspective of someone who’s seen both sides of the table and knows what it really takes to succeed.   Chapters:   (00:00) How Elliott built a seven-figure business with zero employees  (06:05) SBA loan changes and their impact on the acquisition market  (08:52) US business landscape: key market statistics and buyer-seller dynamics  (13:18) Small business valuations vs retirement needs: the math problem  (17:55) Signal vs noise: cutting through marketing hype in entrepreneurship  (21:15) Cash vs EBITDA: the fundamental truth of business transactions  (30:37) The Independence Flywheel: balancing time, cash flow and equity  (37:19) AI and clear principles: the keys to better business decision-making  (47:30) The leadership gap: finding qualified executives in today's market  (54:31) Creative acquisition models: partial buyouts and leadership transitions  (1:04:15) Reconciling business owner goals with financial realities  (1:14:15) The war for talent and identifying unicorn executives  (1:23:00) Bridging the gap between owners and acquisition entrepreneurs  (1:32:00) Building trust and shared risk in business succession planning  (1:38:00) The importance of deep conversations and earned freedom  Rate, comment, and share with the owner/operators you know!    Ryan Tansom is a seasoned entrepreneur, speaker, and the founder of Independence by Design™, a transformative ownership framework for growth-oriented business owners. After turning around and selling his family business in an eight-figure exit, Ryan spent over a decade dissecting the lessons learned from his journey. His mission is to help other business owners avoid the pitfalls he encountered by providing them with the tools and knowledge to align their business operations with their personal and financial goals.  With a deep understanding of the challenges faced by owner-operators, Ryan developed Independence by Design™ to empower owner-operators to create sustainable cash flow, grow their company’s equity value, and achieve true independence. He has shared his insights on hundreds of stages, including Vistage, EO, and industry associations, and has reached over 500,000 listeners through his podcast.  Ryan is passionate about helping business owners get unstuck from the day-to-day grind and design a business that serves their life, not the other way around.  Resources: Elliott Holland LinkedIn: https://www.linkedin.com/in/elliottholland/ Guardian Due Diligence: https://www.guardianduediligence.com The Business Buying Masterclass: https://www.businessbuymasterclass.com IBD Owner’s Scorecard: Time, Cash Flow, Equity trade-offs https://ryantansom.com/clarify-goals Independence by Design™ Workshop: https://ryantansom.com/independence-by-design-workshop  Independence by Design™ Ownership Coaching: Ryan Tansom’s Ownership Accelerator programs and coaching https://ryantansom.com/coaching Ryan Tansom Website https://ryantansom.com/ Ryan Tansom LinkedIn https://www.linkedin.com/in/ryantansom/ Ryan Tansom Twitter https://twitter.com/RyanTansom Ryan Tansom YouTube https://www.youtube.com/@ryantansom Ryan Tansom 30-Minute Ownership Strategy Call https://calendar.app.google/tsKk7z6ohugDchWq8   Sound Bites  “EBITDA doesn’t pay the debt. Cash does.”  “Owners want out. Acquisition entrepreneurs want in. There’s a massive opportunity to meet in the middle—if we structure it right.”  “Most people are fishing in a pond with no fish. Then they blame the bait.”  “You don’t just buy the business. You buy the risk. And the risk has to be shared.” 

Most business owners are exhausted by marketing that feels like a black box—random tactics, disconnected agencies, and no clear ROI. Kim Clark knows that pain—and she’s built the solution. As the former head of sales and marketing at ITR Economics, Kim helped transform the business from a founder-led consulting firm into a scalable company that exited at eight figures—without relying on Brian or Alan Beaulieu to drive growth. She didn’t just market a product—she built a fully integrated inbound system and tied every activity to measurable outcomes like revenue, value, and cash flow.  Watch on YouTube  In this episode, Kim and I break down the system she used to do it. We walk through how to structure your sales and marketing around your actual business model, how to build a funnel that produces qualified leads, and how to track every activity back to business impact. Kim shares how one of her recent campaigns drove $1.3M in attributable revenue—and why she could track it all the way back to specific marketing activities.    If you’ve ever wondered what a real marketing engine looks like—or how to finally get clarity between sales, marketing, and your growth goals—this is the blueprint. It directly supports the "Maximize Growth" pillar under Build a Valuable Business inside the iBD™ Magic Model.   Kim Clark is a sales and marketing strategist who helped scale ITR Economics from a founder-led advisory firm to a professionally managed company that exited at eight figures. As head of sales and marketing, she built the firm’s first CRM, content strategy, and inbound engine—moving the company from personality-based selling to a system built on data, automation, and strategic execution. Today, she works with business owners to build marketing engines that align with their strategy, team, and long-term cash flow goals—so they can grow without chaos and delegate without losing visibility. Her frameworks are directly aligned with the "Maximize Growth" track inside the Build a Valuable Business module of the iBD™ Magic Model.   Chapters:   (00:00) Introduction of guest Kim Clark, discussion of her marketing background  (04:09) Paid social ads and effective marketing spend alternatives  (08:56) Starting with assessment in the marketing playbook process  (14:41) The early days: no CRM, no strategy, just Excel sheets and binders  (19:47) Measuring and tracking marketing efforts with proper benchmarks  (24:36) Understanding customer psychology through developing buyer personas  (32:05) Using rolling 12-month data to analyze marketing performance trends  (35:16) Connecting funnel stages to real metrics, cash, and value  (43:56) Creating nurture campaigns and interview-based content development  (47:38) Why automation, content, and tools don't matter without strategy  (49:47) Click-through rates and developing content that drives action  (54:05) Content cadence and campaign structure for sustainable growth  (59:22) Value-focused content that addresses specific customer pain points  (1:07:54) Integrating industry analysis into marketing planning and execution  (1:19:39) Cost-effective marketing coaching versus traditional executive hiring  Rate, comment, and share with the owner/operators you know!    Ryan Tansom is a seasoned entrepreneur, speaker, and the founder of Independence by Design™, a transformative ownership framework for growth-oriented business owners. After turning around and selling his family business in an eight-figure exit, Ryan spent over a decade dissecting the lessons learned from his journey. His mission is to help other business owners avoid the pitfalls he encountered by providing them with the tools and knowledge to align their business operations with their personal and financial goals.  With a deep understanding of the challenges faced by owner-operators, Ryan developed Independence by Design™ to empower owner-operators to create sustainable cash flow, grow their company’s equity value, and achieve true independence. He has shared his insights on hundreds of stages, including Vistage, EO, and industry associations, and has reached over 500,000 listeners through his podcast.  Ryan is passionate about helping business owners get unstuck from the day-to-day grind and design a business that serves their life, not the other way around.   Resources: Website: https://v2amarketing.com/  LinkedIn: Kimberly Clark  Independence by Design™ Workshop: https://ryantansom.com/independence-by-design-workshop  Independence by Design™ Ownership Coaching: Ryan Tansom’s Ownership Accelerator programs and coaching https://ryantansom.com/coaching Ryan Tansom Website https://ryantansom.com/ Ryan Tansom LinkedIn https://www.linkedin.com/in/ryantansom/ Ryan Tansom Twitter https://twitter.com/RyanTansom Ryan Tansom YouTube https://www.youtube.com/@ryantansom Ryan Tansom 30-Minute Ownership Strategy Call https://calendar.app.google/tsKk7z6ohugDchWq8   Sound Bites  “It’s not that most businesses are doing marketing wrong—they just have the pieces in the wrong order.”  “Good marketing isn’t about doing more—it’s about doing the right things, in the right order, with the resources you actually have.”  “If your marketing isn’t tied to revenue, value, and cash flow—you’re not building an asset, you’re just spending money.”