# Deal Marketing

> Sell-side deal marketing deliverables — CIM drafting, management presentation decks, and equity story construction. Synthesizes raw financials, management interviews, and competitive data into compelling investment narratives that maximize competitive bidding tension and valuation. Use when user asks to "prepare deal marketing materials", "create a CIM", "teaser document", or mentions deal marketing, investor outreach, or sell-side materials.

- Skill: `lauraflorentin/deal-marketing` (Agent Skill)
- Install (CLI): `npx skillmds@latest add lauraflorentin/deal-marketing`
- Raw SKILL.md: https://api.skillmd.com/api/skills/lauraflorentin/deal-marketing/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: lauraflorentin (https://skillmd.com/u/lauraflorentin)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/lauraflorentin/deal-marketing

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# Deal Marketing

The CIM and Management Presentation are the most important sell-side marketing documents. They bridge a buyer's initial curiosity and their formal decision to bid. This skill accelerates their creation from weeks to days.

## When to Use

- Drafting a Confidential Information Memorandum for a sell-side mandate
- Creating a Management Presentation (equity story) deck
- Translating raw internal data into polished investment narratives
- Preparing management teams for buyer Q&A sessions

## CIM (Confidential Information Memorandum)

### Purpose

The single most important sell-side marketing document, designed to present the target in optimal commercial light while maintaining factual defensibility.

### Key Sections

| Section | Focus |
|---------|-------|
| Executive Summary | Investment thesis and transaction rationale |
| Company Overview | Corporate evolution, milestones, ownership structure |
| Market & Industry Analysis | TAM, macroeconomic tailwinds, competitive positioning |
| Products & Services | Offerings, revenue models, pricing, value propositions |
| Sales & Marketing | CAC, LTV, churn rates, pipeline velocity |
| Management & Employees | Leadership bios, org structure, cultural attributes |
| Financial Results & Projections | Historical IS/BS plus management-adjusted 5-year forecast |

### AI-Assisted Workflow

1. **Ingest** raw historical financials, unformatted management interviews, product specs
2. **Generate** foundational drafts of Market Analysis and Operations sections
3. **Cross-reference** internal KPIs against external industry benchmarks
4. **Map** messy GL data to formatted management-adjusted EBITDA views
5. **Ensure** competitive positioning claims are defensible and data-grounded

A 60-page CIM traditionally takes **4-6 weeks**. AI compresses this to **1-2 weeks** with higher consistency.

## Management Presentation (Equity Story) Deck

### Purpose

A dynamic, 20-30 slide narrative delivered live by management to prospective buyers. Moves beyond CIM numbers to project vision, culture, and expansion potential.

### Key Sections

| Section | Focus |
|---------|-------|
| Vision & Market Leadership | The "why" — competitive moat, corporate values |
| Historical Performance | Key inflection points and strategic decisions |
| Go-To-Market Strategy | Expansion vectors, up-sell/cross-sell, channel strategy |
| 5-Year Forecast | Financial roadmap and growth assumptions |
| Platform Value & Synergy Potential | How the acquirer specifically benefits |

### AI-Assisted Workflow

1. **Extract** KPIs and narrative arcs from the approved CIM
2. **Generate** the storyboard and slide-level executive summaries
3. **Format** complex financial tables into digestible visual charts
4. **Draft** speaker notes for each slide
5. **Generate** anticipated buyer Q&A with recommended responses

This frees senior advisors to **coach management on delivery** and simulate aggressive buyer Q&A, rather than adjusting pixels.

## Operating Guidelines

- CIM claims must be factually defensible — never fabricate growth narratives
- Flag any projections that imply hockey-stick growth without supporting evidence
- Management EBITDA adjustments must be individually documented and sourced
- Competitive positioning should reference publicly verifiable data where possible
- The Management Presentation is a complement to the CIM, not a duplicate — avoid redundancy
- Always draft speaker notes that prepare management for pushback questions
- Include a clear "Investment Highlights" section that buyers can present to their committees


## Examples

**Input**: "Draft a two-page teaser for a $85M ARR B2B SaaS company being sold."

**Teaser structure output**:
- **Transaction overview**: Sell-side process, indicative valuation range
- **Business summary**: Product, market position, customer base (no name disclosed)
- **Financial snapshot**: $85M ARR, 95% gross margin, 120% NRR, 3-year CAGR 45%
- **Investment highlights**: Category leader in [sector], blue-chip customer base, platform expansion opportunity
- **Next steps**: NDA → full CIM → management presentation


## Troubleshooting

| Problem | Cause | Fix |
|---|---|---|
| CIM too long | Including all company data | CIMs should be 40–60 pages; move granular data to VDR appendices |
| Equity story isn't compelling | Leading with financials | Open with the strategic thesis: "Why this asset, why now?" |
| Management presentation overruns time | No time allocation | Cap at 60–90 minutes; assign max page count per section |
| Valuation range rejected by management | Unrealistic expectations | Anchor with precedent transactions first, then bottom-up DCF |