How a SaaS Company Rebuilt Its GTM Strategy After Channel Sales Collapsed
HEADQUARTERS
INDUSTRY
COMPANY SIZE
SERVICES
INDUSTRY
COMPANY SIZE
SERVICES
Connecticut
SaaS, Document Management
<100
Messaging, Total Business Review
SaaS, Document Management
<100
Messaging, Total Business Review
Customer Research and Messaging
to Support New GTM Strategy
From stalled growth to a clear path forward—with the right message, strategy, and pipeline insights.
The Challenge
The client, a document management SaaS provider, had relied almost entirely on hardware channel partners for revenue. But when those partners were acquired by competitors, they were forced to switch to a direct sales model—without the insights or infrastructure to support it.
After a full year, less than 1% of new sales came from direct outreach. The sales team lacked clear targets, the website failed to differentiate the offering, and outbound efforts felt like “random acts of selling.”
They needed a new go-to-market strategy—and fast.
The Outcome
- Clearly defined ICPs and vertical prioritization.
- A full messaging architecture, from elevator pitch to content themes.
- Website and outbound content that aligned to buyer pain points.
- A revitalized go-to-market strategy built for direct sales.
- Renewed internal alignment across sales and marketing.
The team walked away with everything they needed to confidently re-enter the market—and a narrative that opened doors with the right buyers.
VP of Marketing, SaaS Client
“In addition to creating this powerful positioning, the team built out the proof points and content strategy to drive our go-to-market. It’s a huge step forward for an already successful company.”