How exactly does a classically trained marketer transition from big-budget ad agencies to founding a consultancy that propels private equity portfolio companies to their revenue goals? Summer Craig, founder of Craig Group, joins Michael today to share her journey from corporate roles at HomeAway.com and Gulf States Toyota to building a 23-person growth advisory firm. Along the way, Summer uncovered a critical market gap: the challenge of attributing marketing spend to revenue, especially at the board level. Leveraging her experience and a key early client, she pivoted from media buying to strategic consulting, focusing on the underserved lower middle market. If you are struggling to connect with private equity firms, Summer's insights into aligning marketing strategies with financial outcomes offer a roadmap for consultants aiming to make a significant impact in specialized markets.
In this episode, you'll learn:
- How Summer identified a critical market need while working with major brands and agencies.
- The steps Summer took to transition from a corporate employee to a consultant, including securing her previous employer as her first client.
- How Summer expanded her client base through strategic networking, and how adding a partner with private equity expertise proved pivotal.
- The critical financial metrics Summer tracks to ensure sustainable growth, including customer acquisition cost and margin analysis.
- How Summer adapted her firm's messaging to resonate with private equity clients, moving away from marketing jargon to the language of value creation.
- Why proactive outbound marketing and awareness building are essential, even in a referral-driven business model.
- That Summer offers a free CRO dashboard designed to help calculate CAC and LTV that’s available here: Summer's FREE CRO Dashboard Download.
Important Links:
Summer Craig
Craig Group
CraigGroup.IO on LinkedIn
Summer's FREE CRO Dashboard Download
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