In this episode of Confessions of a B2B Entrepreneur, Tom Hunt interviews Shiv Narayanan, the Founder and CEO of How To SaaS, a strategic consulting firm that helps private equity firms scale their portfolio companies. Shiv, with his background as a marketing leader and experience in private equity, shares how marketers can become more valuable by tying everything they do to business outcomes. He explains how private equity firms approach value creation, emphasizing the importance of data-driven decision-making, financial tracking, and focusing on key value drivers like customer acquisition, expansion, retention, and referrals. Shiv also stresses the need for marketers to adopt a broader view of their role, understanding the overall business objectives and how marketing can contribute to every aspect of the company's growth and profitability.