Revamping Sapphire's Go-To-Market
Supporting a new GTM motion to improve revenue mix and maximize enterprise value.
120%
increase in SaaS pipeline
20%
shorter sales cycle
76%
more outbound pipeline
12%
uplift in website demo requests
Sapphire, a UK-based cybersecurity firm, aimed to transition from primarily offering consulting and services to expanding its software-as-a-service (SaaS) capabilities. This strategic shift required a complete repositioning and revamping of their go-to-market (GTM) strategy, including developing new messaging, sales collateral, a revamped website, enhanced training for account executives, and strategic hiring within sales and marketing. The goal was to establish a repeatable and scalable GTM motion focused on their Extended Detection and Response (XDR) software—a real-time AI-powered solution to combat threats like ransomware.
Because Sapphire was primarily recognized for its consulting and professional services, often categorized as "just another MSSP," its GTM teams faced a situation where market perception was working against them. Account executives were not adequately trained or equipped to sell XDR, MDR, and Threat Detection software effectively. This lack of training hindered their ability to expand existing accounts or generate new SaaS opportunities. Furthermore, the absence of effective sales and marketing messaging and collateral hampered their efforts to pivot their business model successfully.
Velocita Partners, with its deep expertise in technical and cybersecurity products, was ideally positioned to assist Sapphire in their transformation. The team embarked on a comprehensive messaging exercise involving collaboration with GTM executive stakeholders, analyzing the XDR platform's technical capabilities, conducting customer interviews, and engaging in thorough market research. The new messaging was then integrated across various customer-facing assets, including sales decks, datasheets, the website, and trade show materials.
Additionally, Velocita Partners created a suite of sales enablement tools—such as datasheets, sales decks, email sequences, buyer personas, and competitor battlecards—to fully equip the sales, customer success, and marketing teams for their new GTM motion.
The revamped GTM strategy led by Velocita Partners resulted in substantial growth for Sapphire:
We got out entire GTM motion switched in the right direction with Velocita Partners. From our sales collateral to our website visuals and messaging, they helped us to resonate with our ICP on all fronts. — Nello Pesci, Director of Sales
This case study demonstrates Velocita Partners' profound capability in product marketing and sales enablement, facilitating Sapphire's successful transition to a SaaS-focused business model. By developing targeted messaging and providing comprehensive sales enablement tools, Velocita Partners ensured Sapphire could effectively reach and engage customers, significantly improving their revenue mix and enterprise value.
Book a call to explore how Velocita Partners can invigorate your go-to-market strategy and enable your GTM teams.
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