We work across multiple private equity (PE) portfolio companies and it’s a unique dynamic which requires the right skills and mindset. Each company had its own culture and challenges, but all shared the drive for rapid value creation. Here are our key takeaways from this industry.

What is Private Equity?

Private equity are investment funds that buy companies, often with the goal of improving their performance and increasing their value over a few years and then sell them. These funds typically invest in businesses that they believe can grow quickly or improve operationally. PE firms work closely with the management teams of their portfolio companies to drive growth, implement efficiencies, and aim to sell the company for a big profit.

Why It’s so interesting to work in PE-backed companies

What makes working in PE-backed companies particularly exciting is the opportunity to directly shape the transformation of the business. The impact of marketing has to deliver real value and be fully measurable which creates an environment that’s focussed on innovation and results. 

Often portfolio companies require complete commercial transformations, giving marketers the chance to build, optimize, and scale processes from the ground up.

What It Requires to Succeed

• Commercial Focus: Marketing must directly contribute to revenue growth. This means a sharp focus on demand generation, lead conversion, and customer lifetime value.
• Data-driven decision making: Marketing strategies must be measurable and backed by solid data. 
• Integrated Collaboration: Success requires close alignment with sales, product, and finance teams. 
• Customer-Centric Mindset: Understanding customer needs and rapidly adapting go-to-market approaches can be a significant differentiator in competitive markets.

If you’re curious to learn more about marketing in PE-backed businesses or want to hear what we’re doing at First Lane to support and grow in this exciting space, I’d love to connect and continue the conversation.