From Corporate to Consulting for PE-Backed Portcos: Summer Craig on Successful Scaling
In a recent episode of Consulting Success, Summer Craig, Founder of Craig Group, shared her journey from corporate executive to trusted advisor for private-equity-backed, middle-market companies. She unpacked the real-world challenges of launching a consulting practice, the need to tie marketing directly to revenue outcomes, and how Craig Group built a scalable model to deliver measurable growth for PE-backed portcos. Her insights offer a playbook for consultants focused on impact, accountability, and results.
From Corporate to Consulting: Spotting the Gap
Summer’s path to consulting was unconventional. Despite never having worked as a consultant, she saw a critical gap in the market—businesses, particularly private equity-backed firms, struggled to connect marketing efforts to revenue. With a background in digital marketing and experience presenting marketing performance to boardrooms, she realized she could solve this problem in a way traditional agencies and consultants were not. This insight led to the founding of Craig Group.
Landing the First Client and Building Momentum
One of the most notable parts of Summer’s journey was how she secured her first client—her previous employer. She shared how maintaining strong professional relationships and demonstrating value made the transition from employee to consultant seamless. Her former company recognized her expertise and retained her services, providing an essential foundation for her new firm.
Beyond that first client, Summer leveraged her network strategically. Rather than making broad announcements about her business, she reached out personally to a curated list of 20 trusted contacts. Two of those connections led to major client engagements, jumpstarting Craig Group’s growth.
Scaling Through Private Equity Partnerships
A major turning point for Craig Group came when Summer recognized the need to deepen the firm’s expertise in private equity. By bringing in partners with a strong track record in the PE space, Craig Group solidified its positioning as a go-to growth advisor for lower middle-market portfolio companies. This strategic additions accelerated the firm’s expansion and sharpened its focus on delivering specialized marketing and revenue strategies tailored to the needs of PE-backed businesses.
Summer also emphasized the importance of having a clear, disciplined approach to growth. With a focus on accountability and long-term planning, Craig Group has built a model that supports steady, sustainable business development—even within the extended sales cycles typical of private equity.
The Shift to Proactive Growth
Initially, Craig Group’s success consulting for PE-backed portcos was driven largely by referrals and word-of-mouth. However, as the firm grew, Summer recognized the need for a more proactive business development strategy. This meant increasing brand awareness through outbound marketing, speaking engagements, and thought leadership content. The goal was to build trust with potential clients before a direct introduction, ensuring that Craig Group remained top-of-mind within private equity circles.
Key Takeaways
Summer’s conversation on Consulting Success provided many valuable lessons for aspiring consultants and business owners. First, learn to identify a clear problem in the market and position yourself as the solution.
Once your positioning is clear, begin to leverage your existing network strategically rather than relying solely on broad outreach. Continue to grow by investing in key hires and partnerships to accelerate credibility and growth while establishing clear revenue targets and a structured business development process.
Finally, shift from a reactive referral-based model to a proactive growth strategy.
For anyone looking to grow a consulting firm, Summer’s insights offer a roadmap for success. Listen to the full episode of Consulting Success to hear more about her journey and the strategies that helped scale Craig Group.
