When Portfolio Growth Outpaces Your GTM Model

As private equity portfolios scale, so does go-to-market (GTM) complexity.

What once felt like entrepreneurial freedom across a few PortCos can quickly become

fragmentation, higher costs, slower learning, and blurred performance visibility.

According to Gartner’s 2024 Marketing Organization Benchmark, most B2B enterprises

have already centralized key GTM disciplines to strengthen prioritization and control.

For PE firms, this shift means standardizing how growth is measured and scaled across

portfolios.

The most successful firms treat GTM not as a marketing function, but as a portfolio

operating system. They build hybrid models anchored by Centers of Excellence (COEs) and

Shared Services Centers (SSCs) to balance autonomy with alignment.

COEs drive innovation through pricing science, ABM design, and lifecycle analytics.

SSCs deliver efficiency by centralizing campaign ops and enablement.

“Centers of Excellence are where innovation lives; Shared Services are where efficiency scales.”

— G2IM Insights

The result?

• Faster scaling through repeatable sales plays

• Portfolio-wide visibility via unified RevOps data

• Higher returns through standardized pricing and enablement

When GTM becomes repeatable, scalability stops being a theory and starts becoming a

financial outcome.

Read the full article: “Operating Model Shifts: How GTM Strategy Changes When You Scale"