Summer Craig Talks Strategy and Scaling Success on The Seed
In a recent episode of The Seed podcast, hosted by Lisa Resnick, Summer Craig, CEO and Founder of Craig Group, shared her journey of entrepreneurship and business growth. From a pivotal moment of realization to building a thriving consulting firm, Summer provided insightful takeaways on marketing, scaling businesses, and overcoming challenges.
The Entrepreneurial Epiphany
Summer’s entrepreneurial journey began with a sudden moment of clarity. While vacationing in Colorado in 2019, she experienced what she called an “entrepreneurial lightning strike”—a realization that she wanted to build something of her own, something she could grow for herself and her family. Driven by this vision, she soon left her corporate job to start her own company. With a strong background in digital marketing, she identified a critical gap in the market: helping private equity-backed businesses align marketing with revenue growth.
Helping Businesses Scale with Strategic Marketing
One of the key discussions in the podcast centered around how businesses, particularly private equity-backed companies, can scale effectively. Summer emphasized that many businesses struggle with marketing because they jump straight into tactics—social media, ads, content—without a clear strategy. At Craig Group, the process starts with defining an Ideal Customer Profile (ICP) and understanding the buyer’s journey. Only after identifying the most profitable customers and their pain points does the team move into execution.
This strategic approach ensures that businesses aren’t just marketing for the sake of it but are making data-driven decisions that directly impact growth. “If you don’t know your ICP, you’re just cowboying it,” Summer explained, emphasizing the importance of structured marketing.
Balancing Long-Term and Short-Term Marketing Goals
A challenge many businesses face, particularly those with investor backing, is balancing the urgency of immediate growth with long-term brand building. Summer explained that while marketing is often seen as a “long game,” there are also short-term wins that can be leveraged. Quick lead-generation strategies, such as paid search campaigns, can bring immediate results, while thought leadership and SEO contribute to sustained growth.
The Role of Networking in Business Growth
Summer also highlighted the power of relationships in building a business. When she first launched Craig Group, she didn’t have a sales funnel in place. Instead, she leaned on her professional network, reaching out not to sell but to seek advice. This approach led to early clients and helped establish credibility in the market.
She encourages entrepreneurs to recognize the value of their network. “You have a network whether you realize it or not,” she said. “Reaching out for advice can often lead to business opportunities.”
Final Thoughts
Summer’s appearance on The Seed podcast offered valuable insights for business owners and marketers aiming to scale. She shared her personal journey in entrepreneurship along with the strategies Craig Group uses, highlighting ways businesses can align marketing with their growth goals. Interested in learning more? Listen to the full episode and discover how a structured marketing approach can help drive success.
