A Go to Market Case Study Ken Rutsky 8/18/09

Transcription

1 A Go to Market Case Study Ken Rutsky 8/18/09

2 What we did Drove the story based on sustainable product differentiation that mattered Built integrated go to market strategy Results Redefined the market conversation Grew Webwasher from $50M runrate to over $100M globally in 16 months And Adjusted and levered emerging market conditions/ trends Dovetailed this success into broader portfolio positioning

3 Quarterly Booking $M OEM dying, Webwasher flattening Webwasher Smartfilter OEM Web filerting OEM dying fast Feature based marketing Secure Caching Anti-malware engine Reputation filtering Advanced reporting And on and on.. Spotty performance by region Germany strong with bundled mail solution in SME Central US region going strong Netcache renewal - losing more than winning to Bluecoat But

4 Caching at end of product lifecycles Web filtering commoditizing Web2.0 awareness growing Storm Botnet brewing

5 Integrated go to market strategy Customer Based Positioning Program Execution Measure and Refine

6 Feature Business Benefit Secure Blue Coat Web sense Cisco Secure Caching Performance without sacrificing security Customer Based Positioning Reputation based filtering Proactive Antimalware Integrated Web and mail defense Filter malicious that escape categories Stops newest viruses, zero day Stops next gen botnets like Storm

7 Feature Business Benefit Secure Blue Coat Web sense Cisco Cust. Cares? Secure Caching Performance without sacrificing security L Customer Based Positioning Reputation based filtering Filter malicious that escape categories H Proactive Antimalware Stops newest viruses, zero day H Integrated Web and mail defense Stops next gen botnets like Storm M

8 Feature Business Benefit Secure Blue Coat Web sense Cisco Cust. Cares? Secure Caching Performance without sacrificing security L Customer Based Positioning Reputation based filtering Filter malicious that escape categories H Proactive Antimalware Stops newest viruses, zero day H Integrated Web and mail defense Stops next gen botnets like Storm M

9 Reviewed this with ~15+ key field staff and 10+ channel partners globally Sr Web Overlay rep told story of Dr. No This gave us our emotional hook for the buyer Say yes to Web2.0, don t be Dr. No It all became about Web 2.0 If we could change the conversation to Web2.0 enablement and protection, we could win! Blue Coat had no story or strategy Websense had a story, but weak for enterprise and no proof Cisco just wasn t there yet with the product

10 Integrated go to market strategy Pricing and packaging review: Customer Based Positioning Increased price for Anti-malware engine over OEMd AV Eliminated separate reputation filtering SKU and made it core to Web filtering module Bundled caching and other features into core appliance, rather than charging extra These changes driven for alignment with Web2.0 positioning

11 Integrated go to market strategy Created a complete set of evidence supporting the story SWAT Secure Web2.0 Anti-Threat Initiative Customer Based Positioning Commissioned Forrester to do a study of Web2.0 adoption and defense (Jeopardy Marketing!) Created 7 Design Principles for Web2.0 Protection white paper Aligned a new release of Webwasher with SWAT Launch timing Drove creation of several supporting customer case studies New sales preso and SE demo Sites to stop SE watch list

12 Integrated go to market strategy Targeting Strategy Customer Based Positioning Geographic where Web2.0 adoption led and team strong US, UK, Germany Customer segments Netcache install base Secure Ironmail Install base Hightech and Consumer goods verticals

13 Integrated go to market strategy Selling internally Product Management Director Web 2.0 it s a bunch of marketing hype You were right Sales Resistant to change, especially successful regions Keys to success: Enrolled key influential reps and partners built the buzz Robust demand gen efforts for commitment, feed the hungry, starve the unengaged Investment commitment, Forrester survey and case studies drove internal opinion Tie in other products for better pull Quality execution - Success breeds success! Customer Based Positioning

14 Integrated Complete SWAT Microsite Hub go to for all content and activity market strategy Full press and analyst outreach and tour 3 Press releases Initiative Customer Forrester Based research Supporting Positioning product Webinar (Live and on demand) 12 city roadshow in US, integrated in EMEA events for next 2 Qs Partner support Content syndication Co-op radio ads MDF funded events and seminar in a box Program Execution

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17 Press coverage Best in Secure s History Analyst Impact Achieved leadership in MQ, and in Forrester market scope Integrated go to Webwasher became the market hot product to sell for strategy Secure channel Eval request flowing in from live events and website >200% Customer increase Program Based Execution Positioning Meaningful increase in Netcache replacement engagement and win rates Competitors scrambled to match positioning Measure and Refine

18 But Integrated Live events were inconsistent go to market strategy Wrong attendees Poor show rates IronMail product was suffering and this was Customer contributing Based Positioning Lead focus was still volume, not quality Channel partners drafting not leading Program Execution Measure and Refine

19 Changed live event format and invite strategy Lunch and learn format Secure install base focus Partner co-invites Tied content stronger to Mail Blended Web/ Mail threats and Storm Customer Reduced investment in broad scale Program reach Based Integrated go to market strategy Execution Positioning programs: Quality over quantity Invested with fewer partners, required more Drove corporate story on shoulders of this win Measure and Refine

20 Program continued through all of 2008 Morphed to Blended Threat Defense Commissioned follow-up survey with Forrester for yearly trending McAfee leveraging Secure Webwasher momentum in new go to market bundles

21 Overall program management Drove all key messaging and positioning work Drove internal buy-in with field and exec team Drove the Forrester research Built the demand gen strategy with corp team Integrated with other products in product line and corporate story

22 Great stories start with great differentiation Web 2.0 Protection Differentiation starts with understanding of product and bridging to customer value business value Defensible lead with reputation, malware and mail features Positioning drives go to market Provide the evidence, execute and refine The answer s out there, we just have to find it! In the minds of customers, sales and channel partners and in the market!