Why Private Equity Needs Its Own GTM Playbook

Private equity growth today depends less on financial engineering and more on commercial

excellence. Yet too many PortCos still treat marketing as growth’s engine, instead of the

GTM system that powers scalable revenue.

A GTM Playbook isn’t about campaigns. It’s about clarity, who to sell to, what to say, and

how to measure value creation.

• Bain reports that 60% of portfolio value creation now comes from organic growth (up from 30% a decade ago).

• McKinsey found portfolios using commercial GTM frameworks achieve 20–30% higher ROI within five years.

GTM = the science of growth. It aligns Sales, Marketing, Product, and Customer Success to

drive predictable revenue across every PortCo.

When PE firms embed GTM discipline in the first 180 days post-acquisition, they transform

random acts of marketing into repeatable systems for measurable enterprise value.

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