For cybersecurity vendors
Advisory and Go-To-Market for cybersecurity vendors
Whether you are launching a new product, entering a new market, or want a working Go-To-Market to move faster, we work on it with you. And if you are strong at home and want to land in the German-speaking market, we become your sales team on the ground.
Advisory & Co-Execution
A new product, a new market, or a plan that should move faster
Between us, we have spent decades building products and selling them, and we know what it takes to get this right. We do not stop at the strategy. We help you execute it.
A new product
You are launching something new and need one product vision, a clear first market and a launch story the whole team can tell.
A new market or segment
You want to win a new market, region or customer segment and need to know who buys, why, and in their words.
A plan that should move faster
Your Go-To-Market works, and you want it faster: sharper positioning, a roadmap that follows the market, and a team pulling the same way.
Four areas, one direction
Market
Ideal customer profile, segment selection, product-market fit.
Story
Positioning, messaging, pricing.
Plan
Product strategy, roadmap, Go-To-Market strategy.
Execution
Sales enablement and training, Go-To-Market engineering and tooling, including the right choice of solutions for your pipeline.
This is not a menu to pick from. Most engagements need three of the four, and which three only becomes clear once we understand your product, your current positioning and how you approach the market.
What you get
Product management is always part of the work, not only marketing and sales. At the end of an engagement you have:
- A target customer everyone agrees on
- A message that wins deals
- A roadmap that follows the market
- A team moving in one direction
Faster to market, and faster to revenue.
How it works
1. Discovery Package
Two to four weeks at a fixed price. We get a real picture of your customers, your product, how the market sees you today and how your sales and product processes run, including the tools behind them. You get a concrete plan with clear next steps.
2. Execution
Only after Discovery, billed monthly. Depending on what Discovery shows, we sharpen the strategy, set up processes that keep improving your Go-To-Market and product-market fit, select and implement tools and AI workflows, train your team on positioning and messaging, support sales enablement, and open channels through our network.
Case study · Market entry
From multiple opportunities to product-market fit
OpenDrives, a US data infrastructure vendor, asked us to help bring a new platform to market. We took the leadership team from six different product visions to one, chose the first market, defined the ideal customer profile and tested it in around thirty customer conversations, all the way to a launch on stage in Los Angeles.
They may have been outside advisors, but it felt like they were an integral part of the team.
James DiVito, VP Product and Solutions, OpenDrives
DACH Landing Team · Go-To-Market as a Service
Your sales team in the German-speaking market
Strong at home. Unknown in DACH. The DACH Landing Team is for cybersecurity vendors that already know what works in their home market and now want customers in Germany, Austria and Switzerland.
Why market entries stall
Most vendors start with partners. Distributors and resellers rarely take on a product without local references, and testing product-market fit at their own risk is not their job. So the channel waits for demand, and the vendor waits for the channel.
How we close the gap
We win the first customers directly, and bring in the channel once there is demand to sell into. The order is always the same:
- First customers, won directly by us
- Then the channel, once there is demand
- Then the handover to your own team, planned together from month nine
Who it is for
- Cybersecurity vendors, from manufacturers to Software as a Service (SaaS)
- A product that works and sells in its home market
- A clear ideal customer profile and usable sales material
- References we can name in German-speaking conversations, not necessarily from the region
How it starts: a free due diligence
Two to three sessions, plus a short questionnaire and the documents you already have:
- Product demo
- Review of pitch and sales process
- Working session on market, ideal customer profile and positioning
You get a written assessment and an offer. Why free? Because it is how we price the work.
The alternative
By our estimate, hiring your own sales lead for the region costs EUR 325,000 to 565,000, takes around six months to ramp, and 40 to 60 percent of new hires miss their quota. We start right away, with network and channel access from day one.
We take on a small number of mandates at a time and never represent two vendors competing for the same shortlist.
Download the solution briefs
Solution brief: Advisory & Co-Execution
Product and Go-To-Market advisory for cybersecurity companies. PDF, 2 pages.
Solution brief: DACH Landing Team
Your sales team in the German-speaking market. PDF, 3 pages.
Frequently asked questions
Why is the due diligence for the DACH Landing Team free?
Because it is how we price the work. Without it we cannot judge the risk of a market entry, and without that we cannot make a fair offer.
Why not simply hire our own sales manager for Germany?
A good hire takes four to six months and is then a bet on one person. We start right away, bring our network and channel access, and from month nine we plan the handover to your own team together.
We already have a distributor in Germany. Why would we need you?
Distribution delivers, but it rarely creates demand. Going straight into the channel before end customers know the product is the most common mistake we see. We create that first demand, so your distributor has something to sell into.
Why do you only work with cybersecurity companies?
Because that is where our network and our channel access are. We only sell where we know the buyers.
What if we do not want to continue after the Discovery Package?
That is completely fine. The Discovery Package stands on its own, and you keep the findings and the plan.
Do you work outside the German-speaking market?
Yes. Advisory & Co-Execution is available for cybersecurity vendors across Europe, the USA and the UK. The DACH Landing Team is available only for Germany, Austria and Switzerland.
Let’s talk about your product or your market entry
The first conversation is a short one. Tell us where you are, and we will tell you honestly whether and how we can help.