MDG Solutions

What private equity firms should expect from a marketing partner

The world of private equity is very different as it relates to multi-location enterprise healthcare marketing. It requires an understanding of complex organizational dynamics and the ability to work under intense pressure and tight timelines within rapidly changing structures. It might not come as a surprise that global deal values for private equity in 2025 rose 57%, making it one of the strongest years for the industry. With money on the line and the pressure to realize additional value during deal hold times rising, hiring a CMO may not be the most efficient option for PE firms these days.  

For a lot of marketers, that sounds very exciting, and it is! But it takes a special marketing agency willing to make a few changes to adapt to the world of private equity. MDG works with high-growth, multi-location brands, so we know a thing or two about setting expectations and helping PE firms find the perfect marketing partner. 

The unique challenges of PE portfolios and marketing for PR backed companies

PE, as mentioned above, is an industry with rapidly changing dynamics and complex organizational structures. Still, those aren’t the only reasons why PE firms put many marketing partners to the test. They also face:

  • Competing stakeholder priorities that sometimes put marketing in the middle.
  • Fast investment timelines and the need to move quickly to secure the narrative.
  • Complexity at scale, especially after multiple acquisitions. 
  • Marketing infrastructure ownership that is disjointed or split across multiple silos. 
  • Reporting to the board level rather than just a marketing team or similar. 

What PE firms should look for in a marketing partner

When PE firms recognize that it’s time for a marketing agency to get involved, there should be a comprehensive vetting process and plenty of marketing due diligence. When deciding on a marketing agency for PE-backed companies, the following components are vital when understanding how to evaluate a marketing agency:

  • Previous experience – It can be great to work with the new kid on the block for new ideas or new ways of working, but when the environment requires a delicate balancing act of stakeholder expectations, tight timelines, and complex projects, it’s best to choose an agency that’s been there before and can hit the ground running. Look for an agency with experience in multi-location marketing, high-growth enterprises, or other PE firms. This will also make it easier to navigate the complex organizational structure because they have a better idea of who can do what, who needs what support, and who makes the decisions. 
  • Speed – What sort of impact will they be able to have in 90 days? Do they recognize the importance of moving fast and building out a value creation plan for marketing? When speed is of the essence, the marketing agency should be able to deliver a realistic, robust plan with clear deadlines, projected results, and plans for changing course if needed. 
  • Results-focused with a clear emphasis on data and attribution – Attribution in marketing can be challenging to pull through, but it’s a vital component for PE firms to illustrate impact. A marketing agency that focuses on data-driven results and can clearly attribute actions to results is a better bet than a general approach to reporting. 
  • Clear communication with leadership and board – From the start, an enterprise marketing agency should be committed to championing transparent and clear communication with stakeholders. It is even better when the agency understands exactly what stakeholders need to see, which is not a 15-page marketing report, but rather an executive summary that can tie results to marketing actions. 

How to drive value across portfolios with a private equity marketing agency

One of the most important pieces of achieving success with a marketing agency for private equity will be to define what that success looks like in measurable terms. It’s not always easy to know when you start an engagement where it will go, but there are clear metrics that should be agreed upon to establish a success framework with a multi-location marketing agency. This should also be informed by a comprehensive marketing audit showing the current state of the portfolio. 

Additionally, establish clear communication and reporting channels and frequency. If the marketing partner knows they have to report to stakeholders every week or every quarter, they can tailor objectives and campaigns accordingly. Plus, it helps to set expectations. It’s always easier to roll back the number of meetings because you are all in alignment, rather than add more because things are starting to get challenging. 

Then, build for a long-term working relationship with strict milestone reviews. These milestones will help both sides understand the end goal and how to get there. These milestones might change as the engagement continues and evolves, but they can help set the tone and the expected output from both sides. This will also be helpful for pulling in new organizations or team members. 

Finally, if you have a marketing agency working across multiple companies in a PE firm portfolio, it’s a good idea to establish standards and clear governance. These standards should leave room for individual optimization and objectives across the PE portfolio company marketing, but be clear so that success can be measured equally across the portfolio, and successes in one area can be easily replicated in others. 

Working with a marketing agency skilled in PE is a sure way to add value in the hold phase and increase the potential of overall marketing success. MDG has worked with many high-growth, multi-location businesses in private equity portfolio company growth, and is open to exploring working with yours. Contact us today.