GTM Strategies, Positioning, Value Frameworks
Client
Check Point Software; Electric Cloud; VERA Security; WhiteHat Security; Tessian; Traceable
GTM Strategies for Tech Companies
Examples of GTM, campaigns and programs where we have crafted and advised organizations:
1. Check Point Software, "It's Time to ReThink Security Management": Product launch of R80 security management platform; multiple omnichannel campaigns to amplify content, how-to videos, and executive thought leadership platform, cybertalk.org.
2. Guardicore: Firewall takeout campaign; The Future of Firewalls is Software
3. WhiteHat Security: SAST product launch; Auto API product launch; huge campaign to get WhiteHat back into the leader position in the Gartner Magic Quadrant (successful 2020).
4. Traceable: API Catalog product launch; messaging and positioning house; complete web redesign and positioning.
A Scalable and Repeatable Approach to Go-to-Market Optimization
There is no one-size-fits-all approach to GTM strategies. Many inexperienced leaders and cookie-cutter management consulting firms might try to sell you on this, but it's simply not true. We never rely on traditional methods because each company has a different set of circumstances and variables to consider.
Typically, our GTM Strategies consist of the following:
1. Clearly define the offering and market situation, and how it's different than competitors.
2. Know your customers inside and out.
3. Define ICP and target them in a scalable and repeatable way.
4. Based on the information, craft omnichannel programs and campaigns over the immediate and long-term.
5. Maniacally track performance and adjust accordingly.
get your story straight
Messaging and Positioning
clarity and conviction
Our Approach to Messaging
There is a great deal of advice written about how to begin a company narrative, to kick-off an entire messaging exercise. That advice surrounds the idea of "finding your why". While this is absolutely true, it's actually much bigger than that.
There are multiple components to "WHY". 1) be able to answer the question as to why you built the company in the first place. There was something you were passionate about -- what is that? 2) what were the problems you observed that inspired you to do something about them? 3) what market dynamics do you see that influence those problems, and companies ability to solve them? 4) what are your customers saying? 5) How does your perception of market and economic trajectories influence you to build a solution?
The entire point is to find your authority, your unique voice, your strong stance in the wake of millions of noisy data points flying around the industry. A narrative should be strong, controversial, and inspire others to want to know more.
We first work with your teams on a brand messaging architecture to identify the company and corporate level value statements. Many tech companies and organizations skip this step and head straight to product or platform-level messaging, and this is a huge mistake. The correct way to establish value-based messaging is from the top down -- corporate down through the products. This ensures consistency and clarity throughout your vision, mission and offerings.
What are the problems you're solving? What are the unique set of circumstances that your company is helping organizations?
This is one of the most important components to messaging and many companies ignore it. Use case messaging is a powerful tool in your arsenal to communicate to your audience exactly HOW you are solving their problems.
In addition to use case messaging, your company's position on adjacent technologies and solutions is also relevant and helpful in communicating your value. For example, if you are in the cybersecurity industry, what is your point-of-view on particular areas, such as Zero Trust, CASB, SASE, Data Loss Prevention? Communicating your opinions (even if controversial) and having a strong stance on particular subjects makes you stand out as a brand and a solutions provider.
establish clarity and authority
Value Frameworks
We have extensive experience creating, updating and maintaining value messaging frameworks.
The earlier an organization can establish a value framework, the faster it can align to what matters most to your buyers. It creates consistency and clarity and makes it easy for prospects to find answers to their questions by providing relevant information.
focus on what matters
Components of
Value Messaging Frameworks
1. Value Framework key concepts
2. Customer value drivers
3. Value card component definitions
4. Define value cards and use cases (this various by company)
5. Compliance matrix (if applicable)
6. Defensible Differentiators
7. Appendix of technical specifications and requirements (if applicable)
8. Glossary of relevant terms
customer case studies
View more case studies.
VERA Security: Encryption and DLP Thought Leadership
