Unlocking Sustainable Growth with the Results Formula: Summer Craig and Brian Gustason’s LinkedIn Live Discussion

The Results Formula

In a recent LinkedIn Live event, Craig Group CEO Summer Craig and Partner Brian Gustason shared their expertise on achieving sustainable growth using the “Results Formula.” Their discussion focused on practical strategies for private equity executives and portfolio company leaders looking to scale effectively.

The Need for a Structured Growth Strategy

Summer and Brian began by highlighting key challenges facing PE-backed businesses. Brian pointed out three major themes driving the need for a structured go-to-market strategy:

  • Shift from Sales-Led to Marketing-Led Growth – Buying behaviors have changed significantly, with customers conducting more research before engaging with sales teams. Many companies struggle to transition from traditional sales-led approaches to more sophisticated marketing-driven strategies.
  • Rising Customer Acquisition Costs – Acquiring new customers has become 60% more expensive in the past five years. Increased competition and digital noise make it harder to capture attention and convert leads.
  • Underprepared Sales Teams – A staggering 55% of B2B sales teams lack basic sales skills, leading to missed revenue opportunities. Without structured training and clear processes, businesses leave significant money on the table.

These challenges highlight the importance of moving away from ad-hoc marketing and sales tactics—what Brian referred to as “sales and marketing bingo”—and toward a structured, measurable approach to growth.

The Results Formula: A Data-Driven Approach

At the heart of the discussion was the Results Formula, a simple yet powerful mathematical framework for analyzing and optimizing revenue growth. The formula breaks down organic revenue growth into four key levers:

  • Number of Qualified Opportunities – The volume of high-potential leads entering the sales pipeline.
  • Average Contract Value (ACV) – The revenue generated per closed deal.
  • Sales Win Rate – The percentage of opportunities that convert into paying customers.
  • Average Sales Cycle – The time it takes to close a deal.

By tweaking each of these factors—even by small percentages—businesses can see significant increases in overall revenue growth. For example, a 5% improvement in each lever can result in a 22% increase in organic revenue growth.

Leveraging the Formula for Strategic Decision-Making

One of the most valuable aspects of the Results Formula is its ability to provide clarity in decision-making. Brian emphasized that many businesses focus too narrowly on one area—such as lead generation or sales efficiency—without considering how improvements across multiple levers can compound for greater impact.

For example, if customer acquisition costs are rising, rather than simply increasing ad spend, businesses should focus on improving lead quality and refining their ideal customer profile (ICP). If sales win rates are low, instead of immediately replacing the sales team, companies should analyze their sales processes, training programs, and pricing strategies. If deals are taking too long to close, leadership should assess whether marketing, sales, and customer success teams are properly aligned.

Why PE-Backed Businesses Need to Act Quickly

Summer underscored the urgency of adopting a structured go-to-market framework. Unlike founder-led businesses with long-term growth horizons, PE-backed portfolio companies face time constraints due to investor expectations and exit strategies. Wasting 9–12 months on ineffective tactics can significantly impact a company’s valuation and ability to scale.

Bringing in outside expertise can be a game-changer. Craig Group specializes in working with PE-backed firms, helping them implement structured frameworks like the Results Formula while providing hands-on support to execute growth initiatives.

Implementing the Results Formula: Next Steps

To put this framework into action, Summer and Brian recommended the following approach:

  • Validate Your Data – Gather accurate metrics on the four key levers to establish a baseline.
  • Run Growth Scenarios – Use the Results Formula to model different scenarios and identify the most impactful areas for improvement.
  • Align Teams Around Key Metrics – Ensure that marketing, sales, and customer success are working toward shared objectives.
  • Prioritize High-Impact Initiatives – Focus on realistic growth strategies based on available resources and business constraints.
  • Execute with Urgency – Implement changes early in the investment cycle to maximize long-term scaling potential.

Final Thoughts

The LinkedIn Live discussion made it clear: PE-backed businesses can no longer rely solely on aggressive hiring or increased ad spend to drive growth. Instead, they must adopt a structured, data-driven approach that optimizes every aspect of their go-to-market strategy.

For leaders looking to take their revenue growth to the next level, the Results Formula offers a proven roadmap to success. If you missed the event — watch it here. These insights provide a strong foundation for rethinking your company’s approach to sustainable growth in 2025 and beyond.

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