The IPO Playbook

“Steve Cakebread knows the capital markets like few others, having shepherded three tech companies from private ownership to their IPOs and beyond. Readers seeking to learn strategies and key moves around going public—and what follows—will find valuable information in Steve’s insights.”
—Stacey Cunningham, president, New York Stock Exchange

“The public market is a public reckoning for businesses, bringing much-needed transparency, governance, and accountability. Steve Cakebread’s The IPO Playbook is the ultimate guide to taking a company public.”
—Marc Benioff, chairman and co-CEO, Salesforce

“It’s hard to imagine anyone with more experience going public than Steve. His advice for the entire process—from choosing bankers, to directing a very productive roadshow, to pricing and selecting investors—was perfect. Steve helped me and the entire Bill.com team have an amazing experience. Ultimately, following his advice is the best advice I can give anyone.”
—René Lacerte, CEO, Bill.com

“The IPO Playbook is essential reading for anyone contemplating a public offering. Pulling from the expertise he gained from leading three successful IPOs, Steve Cakebread lays out how to build teams and set policies, procedures, and controls that support not just a successful public offering but the company’s continued growth.”
—Kevin Thompson, president and CEO, SolarWinds

“Steve Cakebread’s The IPO Playbook is a real game-changer for corporate executives interested in creating credibility in the market through an IPO. Steve has transformed disruptive technology business models into monetization opportunities—first with the IPO at Salesforce, then at Pandora, and now as the CFO of a hot startup, Yext. In The IPO Playbook, Steve shares practical examples of the IPO process from start to finish and, at the same time, demonstrates the significant advantages not just in securing capital to fund growth but also in attracting key talent who will help lead that growth.”
—Michael J.T. Steep, founder and executive director of the Disruptive Technologies and Digital Cities Program at Stanford University, author of First Light of Day

“Going public is a major endeavor for any company, and Steve Cakebread’s The IPO Playbook provides a valuable perspective on what it takes to do it right. Steve knows first-hand the many challenges and rewards of going through this process and details step-by-step what is involved in setting a company on the path that creates value for all stakeholders—shareholders, customers, employees, partners, and the community.”
—Mark Hawkins, president and CFO, Salesforce

“I know first-hand the value of Steve Cakebread’s advice. In The IPO Playbook, Steve shares the kind of advice that only someone who has led three successful IPOs could give. He breaks down the considerations on whether or not to go public, the steps to get there, and what to do after the IPO—and presents it in an enjoyable, easy-to-read book. If you want to understand how to do an IPO right, read this book.”
—John Rettig, CFO, Bill.com

“Steve Cakebread’s book is a unique look behind the magic IPO curtain. As the CFO who took Salesforce, Pandora, and Yext public—companies that made history because of their disruptive technology—Steve was the architect and conductor of complex IPO processes. I’ve had the pleasure of working with Steve for fifteen years and have seen him in action. This book distills valuable business insight on the inside perspective for the timing and the transition from a private to a public company.”
—Dominic Paschel, senior vice president, Yext