Go-To-Market Strategy

Seling security products and services is different and difficult. It demands a go-to-market strategy centered on credibility. Prospects must know you are a credible resource for their security challenges.

Zenaciti can design a go-to-market strategy that draws in new customers and closes lucrative deals.

Some of the strategy services we offer:

  • Develop messaging and marketing that attracts customers
  • Coaching sales teams on how to demonstrate credibility and built customer confidence
  • Build a sales playbook that arms sales teams with critical insights
  • Develop a partner strategy that elevates your brand
  • Research and analysis of competitors and market conditions
  • Guidance on optimal methods to price, package, and deliver products and services
  • Authoring content for sales content
  • Sales compensation plan development
Sample Project

A security services company engaged Zenaciti to complete a comprehensive review of their GTM efforts and sales compensation plan. 

Here are the services completed for this client: 

Go-To-Market Strategy Assessment

Zenaciti analyzed Client’s current Go-To-Market (GTM) efforts:

  • Review on-line content, including videos and blogs
  • Meet with sales, finance, marketing, leadership, and customer success teams to gather insights, feedback, and concerns
  • Observe current sales team in prospective customer meetings
  • Observe customer success team in customer meetings
  • Review current sales content (playbooks, competitor analysis, price lists, etc.)
  • Analyze current pricing model
  • Meet with current customers to gather insights

Sales Compensation Plan Development

Zenaciti analyzed Client’s current Sales Compensation plan and suggested improvements. 

  • Review current plan
  • Meet with finance staff to understand current sales expectations and requirements
  • Meet with sales staff to gather feedback and insights
  • Draft a new Sales Compensation Plan based on feedback
  • Collaborate with Sales Manager and CFO to refine and update Compensation Plan as necessary

Sample Sales Compensation Plan

Results of this Project

  • Credibility-centric sales model adopted that placed expertise “up-front” in early meetings with prospects 
  • Strategy increased sales 22% YOY 
  • New messaging attracted 20 new prospects for higher margin services
  • Salespeople commissions increased 7%
  • Company was able to attract new partner
  • Profitability increased 12% 
Why Zenaciti?

Messaging

Zenaciti can refine your vision into attention-grabbing language that gets you noticed and helps close more deals. 

EXPERIENCE

Zenaciti spent decades selling complex security products and services. We have a vast library of proven techniques. 

CREATIVE

Startups need to be unique. Zenaciti can build innovative strategies that attract new customers and terrify competitors.

Examples of Our Work

STRATEGIC PLAN

Managed Security

Zenaciti assisted a small MSSP with a pitch-deck and investor introductions. Company raised $3M in Series A funding. 

FUNDRAISING

Quantum Security

Zenaciti provided research and analysis to innovative company working with quantum encryption.

SALES

Security Services

Developed new GTM strategy and wrote new sales compensation plan for a security services company.

STRATEGY

Moving Target Defense

Helped innovative company with product, go-to-market, and fundraising strategy. Authored blog content for website.