When private equity buys your business, everything about your go-to-market has to change, and most marketing and sales leaders aren't ready for it. In this episode, Dan is joined by Josh, who brings hands-on experience from both sides of PE deals, to break down what a private equity-backed GTM transformation actually looks like once the deal closes.
They explain why recurring revenue suddenly becomes the only metric that matters, how CAC payback period reveals whether your go-to-market model is capital efficient, and why marketing needs to hold the line when finance tries to force attribution into a simple formula. They also cover why disconnected marketing and sales systems put your job at risk during due diligence, and why over-investing in Google Ads because it's "measurable" often leads to bad decisions.
If you work in marketing or sales at a PE-backed B2B company, or think you might be acquired soon, this is a practical look at the mandate you'll be operating under, the metrics your board will actually care about, and how to prepare before the pressure hits.
Essential listening for anyone navigating go-to-market under private equity ownership.
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