19. Value Creation the Private Equity Way (Part 1)
Times are tough and marketers need to lead the way in creating value for their businesses because marketing is the value creation engine of any business.
While others argue about the various merits of brand versus performance marketing (as though there are no other options), Unicorny’s editorial team looks at what lessons marketers can learn from the best value creators in the business world, the private equity houses.
To do that, we interviewed straight-talking, no-nonsense Peter Russell-Smith, veteran sales and marketing leader, B2B SaaS PE-backed CEO and now management consultant.
About Peter Russell-SmithPeter has decades experience in the global technology sector. He started out implementing process control systems engineer, progressed through various senior sales roles to eventually running P&L's for Private Equity investors in Asia, US and UK ranging in size from £25M-£400m. With a strong belief that sales fixes a multitude of problems Peter leads Big Business Agency focusing on Sales growth and expansion for its clients. A passionate catch and release fly fisherman Peter also enjoys trying to cook and swimming.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Peter Russell-Smith | Dom Hawes
Websites: Big Business Agency | Selbey Anderson
Related episodes:
Other items referenced in this episode:
00:00:51 - Private Equity and Business Lifecycle
00:03:26 - Private Equity Playbooks
00:05:28 - Marketing's Role in Value Creation
00:09:40 - Applying Private Equity Principles
00:13:26 - The Importance of Systems and Processes
00:14:37 - The Need for a Sales and Marketing Playbook
00:16:10 - Support Activities for Growth at Scale
00:17:48 - Marketing's Role in Acquisitions
00:18:58 - Due Diligence and Customer Relationships
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