How a SaaS Company Rebuilt Its GTM Strategy After Channel Sales Collapsed

Rebuild 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.