Private Equity Value Creation Podcast Ep. 86: How To SaaS Team | Turning Marketing into a Growth Engine for PE-Backed Companies
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Aug 21, 2025 Tatiana Morand, SEO and content strategist; Taylor Moore, product-marketing and messaging lead; and Farhad Chikhliwala, marketing strategist for boards and investors. They tackle misaligned spend and poor tracking. They discuss prioritizing product marketing, order of content for buyers, upsell/cross-sell as high-leverage growth, team structure aligned to GTM, and balancing AI with marketing fundamentals.
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Staff To The Ideal Go-To-Market Not Current Org
- Design the ideal go-to-market first, then staff to it — don't hire based on existing team strengths.
- Recommend specific roles (demand gen, brand, partnerships) only after mapping required channels and budget.
CMO As Custodian Of Marketing Investment
- The CMO should act as a custodian of investment: metrics- and finance-minded while overseeing subject-matter experts.
- Surround a business-focused CMO with deep specialists to create accountability and scale.
Drive Growth Through Upsell And Customer Expansion
- Invest in expansion: map white space in your customer base and run targeted campaigns to upsell or cross-sell.
- Use existing customer proof points (e.g., Deloitte Spain case study) to enter adjacent accounts like Deloitte Canada.
