How private equity’s obsession with this one marketing metric stunts brand growth

Private equity boards and portfolio companies are leaving billions of dollars in lost opportunity on the table, this marketing agency founder says.



Arguably no businesses are under more pressure to grow, and grow fast, than private equity-backed brands. Yet one big thing they do to speed up is slowing them down. PE’s rigorous, data-led, results-now approach has led to tremendous value creation. But, sometimes metrics get overused and lead executives and board members astray. Right now, the use of return on ad spend (ROAS) is hindering growth of PE-backed brands across industries


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