Thoma Bravo

Business Strategy

A middle-market private equity firm focused on software and services companies, Thoma Bravo has significantly increased the size of its funds during LANE’s more than 10-year tenure with the firm. It has also experienced a measurable increase in awareness among both potential investors and potential portfolio company leadership in the tech sector.

LANE has established and strategically executed a thought leadership program for Thoma Bravo that includes speaking opportunities, media placements, deal announcements and expert positioning. One campaign example is LANE’s development of a successful media relations approach for obtaining national targeted exposure in the middle of a crowded fundraising environment. As a result, Thoma Bravo’s Fund XI, the largest fund ever for the firm, gained widespread attention from the media. Results included a feature by the New York Times DealBook, followed by coverage in each and every media outlet targeted by LANE.


LANE’s dedicated PR effort has increased the visibility of Thoma Bravo and its achievements, playing a significant role in elevating the firm’s profile in key markets and driving demand for its funds. LANE elevated the media visibility of the firm from just under 200 placements, related mostly to transactions, in 2009 to an average of 300 placements per year from 2010 to 2015, including thought leadership and award recognition as well as transactions.

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