Built an unrivaled market position for a cybersecurity business, resulting in an acquisition.
Polyrize is now Varonis, the market leader in automating data protection in the cybersecurity space. When we met Polyrize, they were dealing with a nagging go-to-market problem: They couldn’t find the right message to quickly connect with the right customer. They knew they were leading with product-led messaging, but they didn’t know how to change it to brand-led messaging. Their product was complex and they knew they needed to find their unique value proposition to position the company as the market leader. Their category was incredibly saturated and they knew they needed to find the right message to stand out. They had spent time and money trying to solve the problem before with no results. They were ready for a new approach to solve their problem.
Strategic Approach
Our A Team led a 6-week strategic engagement to clarify the target audience and create a unique value proposition that would create an unrivaled market position.
Growth Street partnered with Polyrize to:
- Deep-dive on the competitive landscape of over 100 companies across 10+ sub-categories
- Workshop the challenge with executives from the team
- Surface the key information needed to define the audience and differentiators
- Narrow the target audience
- Define specific use cases to surface customer pain points
- Create a unique value proposition that would connect with their target audience and position them as the market leader
- Deep-dive on the competitive landscape of over 100 companies across 10+ sub-categories
- Workshop the challenge with executives from the team
- Surface the key information needed to define the audience and differentiators
- Narrow the target audience
- Define specific use cases to surface customer pain points
- Create a unique value proposition that would connect with their target audience and position them as the market leader
Unrivaled Results
Differentiation
Defined ownable whitespace, created a unique value proposition that
defined an unrivaled brand position, resulting in an acquisition by Varonis.
Clarity
Unblocked the executive team, resulting in the co-founders jumping out of their
chairs, high-fiving us and high-fiving each other. We love when that happens.
Alignment
Unified the sales and marketing organizations, accelerating market traction.
Efficiency
Built the foundation of target audience, whitespace and UVP, resulting in the right prospects moving through the pipeline faster. Our work directly impacted the company’s ability to tell a new story and led to an acquisition.
Client Testimonial
Nati Hazut
Founder & CEO
Polyrize
We hired Growth Street to help us solve a nagging go-to-market problem. The cybersecurity market is incredibly crowded and, as an emerging company in the space, we needed help nailing our go-to-market messaging. We purposefully looked for an outside view to break-down and elevate our thinking. Michelle and her team were the perfect partners. They are different from other agencies and consultants – they provide tangible, strategic value fast. Their flexible framework was extremely powerful in getting our team aligned and they helped us peel back the layers of our strategy, market and product. They lead with a customer-first mindset and turn over every rock to clearly articulate the customer’s pain. Their patience, creativity and ingenuity guided us to tear apart the complexity of what we do and make strategic decisions that ultimately led to a unique market position, a strong value proposition and messaging we were able to put to work immediately. We solved a major go-to-market challenge thanks to the Growth Street team and I highly recommend their process, smarts and results.