IAAS/PAAS scaleup
Category Innovation & Leadership
Growth impact: Enabled 4x pipeline with 3x winrate driving 5x revenue growth to £100m
Strategic impact: Enabled sales to take conversations to strategic levels, creating a portfolio lever.
Objective
Break into a highly competitive market by influencing the category criteria as per the client’s vision for that market’s future. Create a multiplier for follow-on business.
Focus
Industry Analyst Confidence. Explain a non-conformist vision and mission to the most category-influential industry analysts and earn their confidence in the client's ability to deliver and displace incumbents.
Innovation GTM Programme
We contributed to strategy workshops that sharpened vision, mission, and positioning in line with qualified signal of ICP priorities. We profiled the most buyer-influential industry analysts and selected the best-matching, highest-impact category reports (exact criteria, weightings, competitor vectors) and ran submission campaigns. The client entered as a niche player, giving them critical visibility, advanced to a leader in the following year, and multiple YoY improvements. We gradually impacted the report qualification- and assessment criteria, creating real strategic leverage.