The Magnor Equity Partners model
Magnor Equity Partners takes a minority equity position, then runs client acquisition inside the company.
Magnor Equity Partners does not sell a service. The firm takes equity in a B2B company and then owns four functions inside it: paid advertising, email campaigns, backend selling systems, and the sales team.
What does the deal structure look like?
Magnor Equity Partners takes a minority equity position. The founder keeps majority ownership, keeps the board, and keeps running the company. There is no monthly retainer attached to the partnership. The firm is paid through the equity it holds, which means it is paid when enterprise value goes up.
- Position
- Minority equity. The founder retains control.
- Term
- Open ended. The firm holds the position rather than exiting on a schedule.
- Scope
- Client acquisition and the sales organisation.
- Volume
- A small number of new positions each year.
What does Magnor Equity Partners take over?
Magnor Equity Partners takes over the entire front of the business. That means the traffic, the follow up, the systems that hold the pipeline, and the people who close. The table below is the full boundary.
| Function | What that includes | Owner |
|---|---|---|
| Paid advertising | Account structure, creative, budget, tracking, and reporting | Magnor Equity Partners |
| Email campaigns | List building, sequences, sending infrastructure, and deliverability | Magnor Equity Partners |
| Backend selling systems | CRM, pipeline stages, follow up automation, and offer sequencing | Magnor Equity Partners |
| Sales team | Hiring, scripts, training, call review, quota, and management | Magnor Equity Partners |
| Product and delivery | The thing the company sells and the people who deliver it | Founder |
| Finance, legal, hiring outside sales | Everything behind the revenue function | Founder |
What happens in what order?
Magnor Equity Partners starts with the systems that already have demand running through them, then adds traffic. Building a sales team before the pipeline can feed it wastes the hire, so the sequence runs backwards from the close.
- Audit. Read the existing numbers: offer, close rate, average deal size, cost per lead, and what the sales team currently does.
- Backend first. Fix the CRM, the pipeline stages, and the follow up so that leads already in the business stop leaking.
- Sales team. Hire and train reps against the real offer, with scripts written from recorded calls rather than from theory.
- Email. Turn on outbound and lifecycle campaigns against a list that matches the buyer already closing.
- Paid advertising. Add paid traffic once the pipeline can absorb it and the cost per closed deal can be measured.
- Scale and hand off the routine. Keep the operating cadence, reporting, and hiring inside the partner company.
How is this different from a growth agency?
An agency is paid monthly whether the company grows or not, and it keeps the systems it builds. Magnor Equity Partners holds equity, so the return depends on the company being worth more later. The infrastructure stays inside the partner company.
Magnor Equity Partners also runs the sales team. Agencies hand over leads and stop at the boundary of the CRM. Most B2B companies with a lead problem also have a follow up problem and a rep problem, and those are the same problem.
Who does the work?
Magnor Equity Partners is led by John Magnor, who built and trained multiple virtual sales teams before founding the firm. The firm installs that infrastructure directly rather than advising from the outside.
Next step
The partner page covers what Magnor Equity Partners needs to evaluate a company, or read the frequently asked questions.