Skip to main content
Haney Strategy

Private Equity-Backed Companies

A fractional CMO for
private equity-backed companies.

The plan has a number and a date, and referrals alone rarely get you there. I lead the marketing that does, from inside the company, with you and your team.

See the board’s questionBook an Introductory Call

Current practice

I’m working inside several PE-backed companies today.

At sunrise, a technician seen from behind stands on the rear bumper of a white service van and slides a long ladder onto its roof rack, beside a shop's open roll-up door, with two more white vans parked beyond.

How many new customers did we win last quarter?

Illustrative example

  • The agency’s monthly report

    63

    leads

  • The CRM

    41

    deals won

  • Finance’s spreadsheet

    37

    new accounts

Three reports, three answers.The board wants one.

I make the CRM the one record of every lead and deal, with stages sales and marketing define the same way, so the board gets one answer.

What else holds growth back, and what I do about it.

  • Our growth has come from referrals and relationships.

    I build the marketing that finds customers on its own: the website, search, and campaigns, run as one plan with your sales team.

  • Every company we buy comes with its own name, website, and CRM.

    We decide together what becomes one brand and what keeps its name. Then I lead the change, so customers meet one company.

    Two unlettered service vans parked side by side in a gravel yard, one white with a navy band along its side and one red with a thin white line, while a technician seen from behind holds open the red van's rear doors.

    Career recommendation

    “As we acquired companies across the country, he brought each of them into a single brand and story that customers understood.”

    Dave Moorman

    MSP Founder and Owner, Former President of Novatech

    From earlier in my career, about the companies acquired while Dave was President.

    View Dave on LinkedIn, Dave Moorman (opens in a new tab)

  • We have marketing help, but nobody leading it.

    I lead it from inside the company as your fractional CMO: the plan, the agency, and the team you already have, with a written update for your board.

    Fractional CMO

    View details & pricing

What CEOs and sponsors ask me.

Who engages you, and who do you work for?
The company. A sponsor’s portfolio team usually makes the introduction, and I report progress back to them, but the engagement is with the company and the work happens inside it, with the CEO and the team. I am not a diligence provider or an operating partner to the fund.
Can you stand up revenue operations in a company that just closed?
Yes. It is often where the work begins: a read on how revenue arrives, the CRM made into the system of record with pipeline stages everyone defines the same way, and reporting and a weekly rhythm that read from it, then a handover to the person who runs it. How fast that moves depends on the starting point and the people available. I’m working inside several PE-backed companies today.
Can one engagement cover the whole portfolio?
No. Each company has its own engagement, its own priorities, and its own systems. Where a method proves out in one company, the sponsor and the next CEO can decide whether it belongs in theirs.
How do you handle confidential client information?
Each company’s data lives in that company’s own accounts and tools, which the company owns. Nothing moves between companies. Companies and sponsors are not named on this site until they have approved it in writing.

Start with one company.

Bring the company you have in mind: the plan, what has changed since the investment, and who leads marketing today. You’ll leave knowing whether I’m the right fit and where I would start.

Book an Introductory Call

60 minutes, directly with Jim. No preparation needed.

Prefer email? jim@haneystrategy.com

See everyone I work with