Effective marketing is about telling compelling stories to the market. With the help of marketing, a company should be able to succinctly frame how it can solve a customer’s problem, and why they should buy from you in 30 seconds.
When it comes to exit, either via merger, acquisition or flotation, its important your company not only tells a story clearly but also shouts about it loud enough to get other people talking about you too. The market needs to know you’re “hot”.