One Playbook for Marketing Performance Across Your Portfolio
Every portfolio company tells its own story about marketing performance. Operating partners need one scorecard, not ten different narratives.
What Shows Up Across a Portfolio
The same issues tend to appear in company after company, regardless of sector.
Inconsistent GTM maturity
Some portfolio companies run a disciplined pipeline process; others are still working off founder instinct. There's no shared baseline to compare them against.
Reporting that doesn't survive diligence
Pipeline and attribution numbers that look fine in a board deck fall apart under closer scrutiny, because they were never built to withstand it.
Spend without pipeline efficiency
Marketing budget scales with headcount or revenue targets, not with what the funnel can actually convert.
Leadership gaps after a transition
A CMO or VP Marketing leaves post-acquisition, and the function runs on momentum until someone notices the pipeline has gone quiet.
Slow adoption of AI-native workflows
Teams are "using ChatGPT" here and there, but nobody has rebuilt the underlying workflow to actually reduce headcount or cost per lead.
No portfolio-wide view
Operating partners see a different report, in a different format, with different definitions, from every single portfolio company.
The Programme
Three Ways to Engage, One Framework
A consistent diagnostic and benchmark, applied at the portfolio-company level, reported at the portfolio level.
Module 1
Portfolio Marketing Diagnostic
A focused assessment of GTM maturity, pipeline attribution, and team structure at an individual portfolio company.
Module 2
Leadership Hiring Support
Assessing and placing the right marketing leader after an acquisition, scoring candidates against the same operating benchmark, not a generic competency list.
Module 3
Marketing Leaders Peer Group
A closed forum connecting the marketing leaders across your portfolio companies, to share the playbook and benchmark against each other directly.
Built for the Exit, Not Just the Quarter
A growth story you can show at exit
Consistent, defensible marketing metrics across the portfolio, built to withstand buyer diligence, not just board meetings.
Pipeline that outlasts any one hire
Demand gen systems built into the workflow, not dependent on a single CMO who might leave mid-hold.
One scorecard, every company
Operating partners get a consistent lens across the portfolio, instead of a different report and a different story from each portfolio company.
The Same Discipline, Applied at One Portfolio Company
Case Study
Rebuilding a Demand Gen Engine at Scale
- Starting Point
- A 23-person demand generation function at a hyper-growth B2B SaaS company, scaling fast but without a consistent system for attributing pipeline to specific programmes.
- What Changed
- Restructured the team around AI-native workflows (Clay and Claude for outbound, Demandbase/6Sense for ABM), cutting headcount from 23 to 6 without losing output.
of enterprise pipeline, scaling toward 50% / $60M in FY27
Scoped Per Company, Not Sold as a Package
Every engagement starts with the diagnostic for a fixed fee, scoped to that one portfolio company. What follows (interim leadership, hiring support, or the peer group) is a retainer, set only once the diagnostic shows what the business actually needs. No standard package, no portfolio-wide commitment required up front.
Have one company that needs help now? Start with a single engagement. See For Scale-ups →
Ready to bring one playbook to your portfolio?
Let's start with a single portfolio company and a focused diagnostic.
No sales pitch. Just a direct conversation about your portfolio.