In this episode, Alex Rawlings speaks with Shiv Narayanan, CEO of How to SaaS, about how private equity firms can use marketing and AI as value creation levers. They discuss why many B2B companies underinvest in marketing, how AI is changing buyer behavior, and why brand authority and content are becoming critical for growth.

Timestamps

• 00:03 – Introduction to Shiv Narayanan and How to SaaS
• 01:55 – Common marketing mistakes in PE-backed businesses
• 04:15 – Finding the right marketing strategy and spend
• 08:06 – How PE firms should assess CMOs
• 12:49 – AI as a value creation lever
• 14:40 – How AI search is changing buyer behavior
• 16:02 – Why brand authority matters more than ever
• 17:54 – AI agents and the future of marketing teams
• 20:20 – The importance of investing in content
• 22:44 – Why podcasts and video are growing in B2B marketing
• 24:22 – The risk of overusing AI-generated content
• 25:21 – Shiv’s books and final advice

Key Takeaways

• Many B2B companies rely too heavily on sales and underinvest in marketing.
• Strong CMOs focus on revenue, forecasting, and enterprise value creation.
• AI platforms like ChatGPT are reshaping how buyers research solutions.
• Businesses need strong brands and quality content to remain visible.
• Podcasts, YouTube, and thought leadership content are becoming essential.

Raw Selection partners with Private Equity firms and their portfolio companies to secure exceptional executive talent. We focus on de-risking executive recruitment through meticulous search and selection processes, ensuring top-tier performance and long-term success.

🔗 Connect with Alex Rawlings on LinkedIn https://www.linkedin.com/in/alexrawlings/
🌐 Visit Raw Selection www.raw-selection.com

In this episode of the Raw Selection Private Equity Podcast, Alex Rawlings speaks with Christina Haxton about the relationship between private equity firms and portfolio company leadership teams.

They discuss how trust, communication, alignment, and culture impact execution during periods of rapid growth — and why many businesses struggle not because of strategy, but because of leadership friction and organizational disconnect.

Timestamps

00:00 – Introduction to Christina Haxton
01:27 – Common execution and leadership friction points
03:14 – Managing PE expectations vs operational reality
05:10 – Early warning signs of leadership misalignment
07:32 – Why strategy must be co-created
09:27 – Building trust between CEOs and PE firms
11:44 – What makes a compelling company vision
17:34 – Scaling quickly without burning out teams
21:12 – Why speed without alignment creates fragility
23:02 – The importance of constructive conflict
24:53 – Leadership resources and practical tools
29:32 – How to connect with Christina

Key Takeaways
Execution issues often come from unclear accountability and avoided conversations.
PE firms and executive teams need alignment on goals, timelines, and expectations.
Strong culture and trust are essential for sustainable growth.
Vision must emotionally engage teams — not just focus on financial targets.
Speed without alignment creates stress, confusion, and burnout.
Resources Mentioned
Scaling Up by Verne Harnish
The Five Dysfunctions of a Team by Patrick Lencioni
BE 2.0 by Jim Collins

Raw Selection partners with Private Equity firms and their portfolio companies to secure exceptional executive talent. We focus on de-risking executive recruitment through meticulous search and selection processes, ensuring top-tier performance and long-term success.

🔗 Connect with Alex Rawlings on LinkedIn https://www.linkedin.com/in/alexrawlings/

🌐 Visit Raw Selection www.raw-selection.com

Episode Summary
Paul Brennan, PE-backed CFO, shares lessons from exiting Lindsay Precast (sold to The Jordan Company), covering exit prep, value creation, and integration.

⏱️ Key Timestamps

00:00 – Intro & Background
CFO experience across PE, public, and family-owned businesses.

01:23 – Common PE Mistake
Lack of clarity on why data requests matter → impacts alignment.

03:13 – Exit Preparation
👉 Prepare every quarter

• Update data room
• Review QoE
• Avoid last-minute pressure

05:07 – Data Insight
Customer profitability analysis revealed hidden value drivers.

06:03 – Sale Process
👉 Management must own the narrative

• Review CIM as an outsider

07:46 – Final Exit Lesson
Working capital & closing estimates need tighter focus.

08:44 – Key Win
CRM rollout improved pipeline visibility and buyer confidence.

11:08 – Acquisition (Dutchland)
👉 Weekly integration + team collaboration drove success.

13:57 – Finance Transformation

• Built FP&A + BI tools
• Real-time data for better decisions

14:51 – Standardisation
Unified processes improved scalability and exit readiness.

🔑 Key Takeaways

• Align teams by linking actions to value creation
• Always be exit-ready
• Data visibility = competitive advantage
• Own your story in a sale
• Integration requires structure and consistency
• Strong FP&A drives performance

Raw Selection partners with Private Equity firms and their portfolio companies to secure exceptional executive talent. We focus on de-risking executive recruitment through meticulous search and selection processes, ensuring top-tier performance and long-term success.

🔗 Connect with Alex Rawlings on LinkedIn https://www.linkedin.com/in/alexrawlings/

🌐 Visit Raw Selection www.raw-selection.com

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