Marketing in a private equity environment

A Spencer Stuart survey of senior-level marketing and general management executives, carried out in 2007, found that 86% of the world's top business executives who have never worked in a private equity environment would consider a private equity role today.

There may be more opportunities for these senior-level marketers. As the traditional view of private equity firms as solely focused on cost management gives way to a model that is mainly focused on growth, the marketing function is playing a more central role in the success of private equity ventures.

Spencer Stuart brought together a panel of US private equity leaders together with consumer goods marketing leaders to discuss the realities of marketing in a private equity environment. Hosted by Spencer Stuart, Advertising Age magazine and the American Marketing Association, these executives discussed the role of the marketing function in a portfolio company, and the career and leadership considerations for marketing leaders.