The PE Playbook Needs a GTM Rewrite
- Kristin Oelke
- Aug 28
- 3 min read
Updated: Nov 24
By Kristin Oelke, Managing Director, Growth Services, Brightrose Ventures, and author of Trust: Unlocking B2B Growth in Today’s AI World
Private equity has long thrived on financial engineering, operational streamlining, and efficiency plays. But those levers can only elevate value if growth is firing - powered by a go‑to‑market (GTM) engine.
According to the latest data, revenue growth accounts for an average of 54% of value creation in PE deals, while multiple expansion contributes around 32% and margin improvement just 14%. When exit multiples are under pressure, as they are today, a robust growth trajectory becomes essential, not optional.
Yet, too often, GTM gets relegated to “later,” assembled in a sprint after deal close. That doesn’t work. “We’ll circle back to marketing later” often becomes, “But by then, competition has moved, customers are confused, and internal momentum has dwindled.” It’s a recipe for stalled value.
Winning firms are rewriting the playbook. GTM is a deal-day priority: demand-generation gets lit up, messaging pivots sharply, and commercial alignment happens from day one. Execution - not just efficiency - is the value driver of the future.
Brightrose Ventures accelerates this by embedding our Integrated, Fractional Marketing Team from the moment the ink dries. We drive demand, craft sales content, and rev up RevOps - investing in growth without waiting for full-stack hires.
GTM is no longer “later.” GTM is now.
About Kristin Oelke
Kristin Oelke brings 20 years of experience modernizing and scaling marketing functions across Big Tech, high-growth startups, and global partner ecosystems. She partners with investors, founders, and C-Suite leaders to design and execute strategies that drive measurable revenue impact.
She is also a frequent speaker and the author of TRUST: Unlocking B2B Growth Strategies in Today’s AI World, where she explores how companies build credibility, reduce buyer friction, and scale predictably through transparent execution, public proof points, and trust-driven content.
FAQs
What are the top reasons SMB and mid-market tech companies work with advisory firms?
Companies partner with advisory firms to tap into battle-tested expertise, access fractional support without long-term overhead, and gain faster connections to trusted resources proven to work with early-stage and scaling businesses. Advisory partners also bring fresh perspective, speed to execution, and the ability to build trust with investors through transparent reporting and measurable outcomes.
How are Brightrose Growth Services different from other tech advisory offerings?
Brightrose Growth Services combine proven operator experience with fast, execution-first support built for today’s AI-driven B2B environment. We help companies break through digital noise with content that educates and resonates, build scalable tech foundations, and deliver the proof points and reporting that earn trust with both buyers and investors.
What makes the Brightrose Growth Services fractional model more effective than hiring in-house?
Rather than relying on a single marketing leader, Brightrose Growth Services provide a senior-led team across demand gen, CRM, lifecycle, content, and analytics. We accelerate growth with integrated execution, a more efficient demand engine, transparent reporting, and trust-building content—all at a predictable monthly cost.
How can startups begin leveraging Brightrose Growth Services on a small budget?
Most begin with a Brightrose Assessment to get a clear, prioritized plan and identify immediate quick wins. From there, startups activate a fractional team that scales with the business—gaining early proof points, trusted content, a scalable tech stack, and investor-ready reporting without overinvesting.
