Enabling proven practices to increase value.

Who We Are

Centrae was founded in 2020 to help private equity firms accelerate growth across their portfolios. We developed a platform that pairs expert services and technology to meet private equity demands to improve and execute Go-To-Market (GTM) strategies consistently and effectively.

From its headquarters in Queen Creek, AZ, Centrae is quickly becoming a leading provider of proven solutions for private equity firms worldwide and has expanded its reach to industries with similar goals and requirements, such as consulting firms and professional services organizations.

Our Vision

We help our clients to increase value and align themselves to proven practices that optimize performance.
Craig Woll

Meet Our CEO

Craig Woll, PhD

Craig Woll completed his undergraduate degree in 1999 and quickly discovered his passion was empowering individuals and organizations to accelerate their growth. This passion led him to a doctoral program where he focused on integrating operational excellence with human performance.

Over the next 18 years, he worked for large corporations like Intel, Capital One, and Amazon. He focused on improving people and organizations by applying technology, data, and expertise.

Over his tenure, he found that small and medium-sized companies often didn’t have access to the resources, insights, and expertise necessary to accelerate growth that enterprise-level organizations did.

Centrae was formed to bring the best practices from top-tier organizations and make them available to everyone.

Since its founding, Craig and his carefully curated team at Centrae have helped accelerate the growth of individuals and companies by applying best practices and focusing on value growth.

Centrae Values

We maintain a collaborative, open and inclusive environment for our employees, customers, and communities.

Customer obsession

Customer Obsession

  • An insatiable desire to provide better value to our customers.
  • Always innovate, surprise and delight our customers.
  • A customer-first approach before moving forward.
  • Learn from competitors but obsess over customers.
Autonomy and accountability

Autonomy and Accountability

  • Own your space and take responsibility.
  • Empower others with information and autonomy.
  • Don’t sacrifice long-term values for the short term.
Asymmetric risk

Take Asymmetric Risk

  • Pursue opportunities with exponential potential impact.
  • Think big, fail fast and learn quickly and adaptively.
  • Think differently about how to best serve customers.
Bias for action

Bias for Action

  • Speed matters in business. Work with urgency.
  • Make reversible decisions with minimal analysis quickly.
  • Be confident and always be willing to pivot.
  • Take calculated risks to capitalize on opportunities.
Growth mindset

Growth Mindset

  • Push progress forward with humble curiosity.
  • Celebrate the success of other team members.
  • Seek to continually grow and develop yourself.
Live life deeply

Live Life Deeply

  • Establish an abundant life with ongoing self-development.
  • Enrich yourself and those around you at work and home.
  • Pursue your higher calling and be your best self.