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Podcast: The Private Equity Podcast, by Raw Selection
Episode: How to Build a Go-To-Market Strategy That Scales in Private Equity
Description: Guest: Brian Gustason, Operating Partner at Craig Group Host: Alex Rawlings, Founder of Raw Selection🔍 Episode Summary:In this episode, Brian Gustason shares practical insights on building scalable go-to-market (GTM) strategies for lower-middle-market, PE-backed companies. With over 25 years of operating and advisory experience, Brian explains how to move beyond traditional, backward-looking due diligence and implement forward-focused GTM strategies across marketing, sales, and customer success.He walks through a real-world case study of transforming a $30M founder-led business—covering ICP development, sales process creation, lead qualification, and custo...