How exactly does a classically trained marketer transition from big-budget ad agencies to founding a consultancy that propels private equity portfolio companies to their revenue goals? Summer Craig, founder of Craig Group, joins Michael today to share her journey from corporate roles at HomeAway.com and Gulf States Toyota to building a 23-person growth advisory firm. Along the way, Summer uncovered a critical market gap: the challenge of attributing marketing spend to revenue, especially at the board level. Leveraging her experience and a key early client, she pivoted from media buying to strategic consulting, focusing on the underserved lower middle market. If you are struggling to connect with private equity firms, Summer's insights into aligning marketing strategies with financial outcomes offer a roadmap for consultants aiming to make a significant impact in specialized markets.

In this episode, you'll learn:

• How Summer identified a critical market need while working with major brands and agencies.
• The steps Summer took to transition from a corporate employee to a consultant, including securing her previous employer as her first client.
• How Summer expanded her client base through strategic networking, and how adding a partner with private equity expertise proved pivotal.
• The critical financial metrics Summer tracks to ensure sustainable growth, including customer acquisition cost and margin analysis.
• How Summer adapted her firm's messaging to resonate with private equity clients, moving away from marketing jargon to the language of value creation.
• Why proactive outbound marketing and awareness building are essential, even in a referral-driven business model.
• That Summer offers a free CRO dashboard designed to help calculate CAC and LTV that’s available here: Summer's FREE CRO Dashboard Download.

Summer Craig

Craig Group

CraigGroup.IO on LinkedIn

Summer's FREE CRO Dashboard Download

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Mentioned in this episode:

Momentum Program

Ready to achieve your consulting goals in 2025? Consulting Success is launching an enhanced Momentum Program with new Jumpstart Calls! Learn strategies to attract high-value clients and create predictable growth in just 5 weeks. Training starts February 4th. Don't miss out! Visit www.ConsultingSuccess.com/jumpstart to secure your seat.

Want to learn how we can help you grow your consulting business? Schedule your free Growth Session Call today! www.consultingsuccess.com/grow

Mentioned in this episode:

Momentum Program

Ready to achieve your consulting goals in 2025? Consulting Success is launching an enhanced Momentum Program with new Jumpstart Calls! Learn strategies to attract high-value clients and create predictable growth in just 5 weeks. Training starts February 4th. Don't miss out! Visit www.ConsultingSuccess.com/jumpstart to secure your seat.

Curious as to how a PhD nutrition scientist pivoted from testing infant formula on pigs to advising Fortune 500 giants? Dr. Stephen Fleming reveals his entrepreneurial journey with Traverse Science here today, sharing how he transformed niche expertise and limited resources into a thriving consultancy. Sharing his strategies for effective customer discovery, he details how he built a loyal client base through strategic networking, and scaled a team while prioritizing work-life balance, especially after becoming a parent. Dr. Fleming goes on to offer tactical advice on doubling deal size with value-based pricing and impactful live proposals, and finishes up by sharing practical nutrition insights for entrepreneurs, including the power of fiber, the benefits of tea, and debunking fad diet myths for sustained energy and focus.

In this episode, you'll learn:

• How to identify and address client needs in a highly specialized field.
• Strategies for effective networking and lead generation, even with limited resources.
• How to structure client engagements and proposals for maximum efficiency and profitability.
• The importance of aligning business goals with personal values and lifestyle preferences.
• Practical tips regarding both nutrition and building and maintaining strong client relationships.

Welcome to the Consulting Success podcast. I'm your host Michael Zipursky, and in this podcast, we're going to dive deep into the world of elite consultants where you're going to learn the strategies, tactics and mindset to grow a highly profitable and successful consulting business.

Before we dive into today's episode. Are you ready to grow and take your consulting business to the next level? Many of the clients that we work with started as podcast listeners just like you, and a consistent theme they have shared with us is that they wished they had reached out sooner about our Clarity Coaching Program rather than waiting for that perfect time. If you're interested in learning more about how we help consultants just like you, we're offering a free, no pressure growth session call. On this call, we're going to dive deep into your goals, challenges and situation and outline a plan that is tailor made just for you. We will also help you identify where you may be making costly and time consuming mistakes to ensure you're benefiting from the proven methods and strategies to grow your consulting business.

So don't wait years to find clarity. If you're committed and serious about reaching a new level of success in your consulting business, go ahead and schedule your free growth session. Get in touch today. Just visit Consulting Success - Grow to book your free call today.

Dr. Stephen Fleming, a neuroscientist with a PhD from the University of Illinois, helps research directors at global nutrition brands like Nestle and Reckitt Benckiser better understand and promote their products. His company, Traverse Science, provides evidence synthesis and literature reviews to substantiate claims, guide R&D, inform policy, and more. By offering an objective scientific perspective, Traverse Science empowers research teams to avoid data overwhelm, make informed decisions, and focus on their core strengths. Dr. Fleming's mission is to cut through misinformation and provide evidence-based solutions for the food and beverage industry.

Connect with Dr. Stephen...