Growth Strategy · · 10 min read

Marketing Transformation for PE Portfolio Companies: A Playbook

By Scott Hashisaki, Fractional CMO & Growth Executive

Private equity portfolio companies need rapid marketing transformation. Here's the 90-day playbook for installing growth infrastructure that drives EBITDA.

Key Takeaways

  • PE portfolio companies need marketing leaders who understand value creation timelines and EBITDA impact
  • The 90-day playbook: audit (days 1-30), architect (days 31-60), activate (days 61-90)
  • Quick wins in vendor consolidation and channel optimization fund longer-term strategic investments
  • A fractional CMO is ideal for PE portfolio companies — executive impact without the cost basis of a full-time hire

Private equity firms face a recurring challenge with portfolio companies.

Why PE Portfolio Companies Are Different

The 90-Day Transformation Playbook

Phase 1: Audit (Days 1-30)

Phase 2: Architect (Days 31-60)

Phase 3: Activate (Days 61-90)

Why Fractional CMOs Win in PE

Measuring Success