Cybersecurity Firm

The Ask

A $150M SaaS company in Texas was looking to shift their service offering from website hosting to cybersecurity and regulatory compliance. Senior leadership requested an initial audit to assess the feasibility of shifting their international sales organization to align with the new service offering. Holland Pipelines submitted the audit to the board and the Chief Revenue Officer and was then chosen to build out and execute a wholly-new Go-to-Market strategy.

The Challenge

The single greatest challenge we faced was recreating a brand externally with the market and internally in the revenue organization that was for 20 years known as a hosting company.  Why has the company made this change and how can we prove we’re any good at it?

The Solution

We began with a “homeostasis” assessment of the company’s ability to deliver the new service offering at this moment in time.  This allowed us to reverse engineer and create sales messaging and market collateral to position our new value propositions.

It was then a fairly easy shift to “add” cybersecurity and compliance as a next logical step with the existing customers, but the biggest challenge was positioning the company as a trusted partner with a market that knew them as a hosting company.  Instead of continuing the existing direct sales model, we chose to engage distribution and channel networks as the primary vehicle to market. As a force multiplier, we hired a team of experts throughout North America with existing channel partner relationships who, in turn had trusted relationships with the Fortune 1000 end-user organizations. The result was contracting over 300 advocating partners who helped the company close over $25M in new logo ARR in the first 12 months.

Outcome

“Engaging someone from the outside was a big leap of faith for our existing culture. As it turned out, having an independent audit and fresh approach was exactly what we needed to make this shift. It likely saved us 2-3 years in our Go-to-Market trajectory.”

Chief Revenue Officer