Executive Summary
Introduction & Background
The company, a SaaS platform, provides an extensive range of HR, recruitment, accounting, EOR, legal, compliance, real estate, visa, travel support, and tech infrastructure services. Targeting US-based mid-market and enterprise companies looking to hire globally, the company faced stagnant growth in its flagship product due to insufficient lead generation. To address this, we expanded our offering to include a new segment, evaluated at $300 million in ARR.
Role & Objectives
Leading a cross-functional team of marketing professionals, sales, product, and customer success managers.
Our primary goal was to engage a new segment of customers and expand current accounts by the end of the year.
Research & Key Questions
Through monthly market research and feedback, we identified dissatisfaction with indirect competitors' services due to an overheated market and high demand for software engineers. We conducted interviews with potential clients who used competitors' outsourcing/outstaffing services; we focused on satisfaction, pain points, service quality, transparency, compliance, onboarding, cost, flexibility, and operational support. Additional questions probed decision-making processes, evaluation criteria, and risk mitigation.
Main Problems
The research revealed significant client dissatisfaction, primarily due to:
High
Average
Low
Client
Satisfaction
Lack of transparency in costs
Restrictions in service options
Poor adaptability to remote work
Slow operational support
Many clients were hesitant to switch providers due to a lack of awareness about alternative solutions, costs, and the complexity of switching.
Strategy & Implementation
Armed with these insights, I collaborated with finance, product, and sales teams to adjust product features and sales enablement materials. We developed a comprehensive GTM strategy that included:
A phased product and marketing launch
Sales enablement and training
A focused marketing strategy targeting enterprise buyers, particularly CTOs and VPs of Engineering
Extensive communication and transparency in our offerings
Go-to-market
Strategy
Your market
size
Your product
Your target
customer
Market
competition
Key Results
Quantitative Results
The campaign achieved remarkable quantitative results:
Qualitative Results
Qualitative feedback highlighted the campaign's success in entering a new segment with:
Customer Testimonial
“
”
An R&D Director from BIScience provided positive feedback, noting our ability to meet expectations, provide timely services, and maintain professional communication. They highlighted our transparent relationships and proactive project management as key strengths.
star star star star star
Cahava Devi
Key Takeaways
In summary, the successful execution of this GTM strategy not only drove significant business growth but also positioned the company as a trusted and flexible provider in the market, ready to meet the evolving needs of mid-market and enterprise clients.
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