Summer Craig on Capitalist Culture podcast: Driving Growth for Private Equity Portfolio Companies
Summer Craig recently appeared on Kip Knippel’s Capitalist Culture to discuss how Craig Group supports growth in lower middle-market PE-backed businesses. In a wide-ranging conversation, Summer and Kip chatted about everything from aligning marketing strategies with business goals to leveraging digital marketing in a post-pandemic world.
Here are some highlights:
Adapting to Change: How COVID Shaped Digital Strategy
The pandemic was a pivotal moment for Craig Group. As travel and in-person events came to a halt, many B2B and industrial companies turned to digital marketing for the first time. Craig Group was able to step in and help these companies develop digital-first strategies, enabling them to remain competitive during a period of uncertainty.
This shift accelerated the firm’s growth as more businesses realized the importance of having a robust online presence. While deal flow slowed across the PE space in 2023, Summer sees renewed optimism in 2024 as market conditions improve and businesses return to focusing on growth strategies.
Organic Growth and the Future of Private Equity
Summer said she remains focused on helping private equity-backed companies achieve organic growth, particularly in a landscape where financial engineering through debt is no longer the go-to strategy. With interest rates expected to remain high, private equity firms must prioritize real business improvements, such as operational efficiencies and growth strategies. Craig Group is positioned to provide value in this evolving environment, helping businesses focus on long-term, sustainable growth rather than quick financial fixes.
Harnessing the Power of AI in Digital Marketing
Businesses are increasingly leveraging AI to enhance marketing strategies and streamline operations. Summer highlighted the growing role of AI in business writing and SEO. Tools like ChatGPT allow teams to generate ideas and refine messaging quickly. AI-driven platforms are transforming SEO by shifting focus from keyword-heavy content to high-quality, user-centric content that directly answers queries.
AI is also playing a big role in optimizing Customer Relationship Management (CRM) systems, helping businesses track customer interactions and refine marketing strategies. As these technologies advance, companies adopting AI-driven solutions will outpace competitors with smarter content, stronger SEO, and deeper customer connections.
HubSpot vs. Salesforce: Choosing the Right CRM for Your Business
When selecting a CRM, businesses must consider their size and needs. HubSpot is a user-friendly, customizable option ideal for mid-market businesses seeking scalability without the complexity, while Salesforce is suited for larger organizations with complex requirements, including compliance needs like HIPAA. However, Salesforce can be too advanced for smaller businesses and often requires dedicated developers.
Summer Craig emphasized that the right CRM should align with a company’s resources and goals. She also stressed that CRM implementation should be led by business leaders, not just IT teams, to ensure the system supports broader business objectives and avoids unnecessary customizations.
From Epiphany to Entrepreneurship
Summer’s journey into entrepreneurship began with a realization that many companies, especially in the private equity space, were not capturing the true financial value of their marketing spend. After working with large corporations, she identified a significant market gap—companies could not demonstrate the ROI of their marketing activities, often leaving boards frustrated and unable to make informed decisions. With this insight, Summer founded Craig Group to fill that gap, focusing on clear, metrics-driven strategies that deliver tangible results.
Building a High-Performance Culture
Craig Group attracts top talent by fostering a culture of autonomy, high standards, and intellectual curiosity. Summer highlighted the importance of workplace flexibility, noting their early shift to a virtual model to access talent beyond Houston.
She also highlighted the company’s core value of excellence, where self-starters and independent thinkers are hired to ensure top-tier talent thrives. At the same time, Credit Group fosters a supportive, family-oriented culture that respects work-life balance. The company prioritizes in-person team-building events to create strong personal connections and maintain a cohesive, high-performing team.
Client Engagement and Referrals
Craig Group’s engagement with clients begins with a strategy phase. This is a unique approach in the market, where they spend six to eight weeks developing a practical, actionable go-to-market plan. Unlike other firms offering theoretical strategies, Craig Group’s approach is grounded in actionable insights that can directly drive revenue growth and EBITDA improvement.
Phase 2 then focuses on execution. Content creation, founder authority, and CEO support are key elements in their approach, with ghostwriting services offered to maintain consistency and quality across all messaging.
By leveraging warm introductions and referrals, the firm has gained credibility in the private equity space. Once Craig Group delivers results, those connections naturally lead to more opportunities. Today, nearly all of Craig Group’s business comes from trusted referrals.
It was a great conversation. Thank you Kip for having Summer on Capitalist Culture!
Catch the full conversation on your favorite podcast platform.
Craig Group is a revenue growth advisor for middle-market, private-equity-backed portfolio companies.
