{"id":329,"date":"2025-07-21T14:53:59","date_gmt":"2025-07-21T14:53:59","guid":{"rendered":"https:\/\/dev25.austinlawrence.com\/?post_type=project&p=329"},"modified":"2025-07-21T17:45:24","modified_gmt":"2025-07-21T17:45:24","slug":"new-positioning-for-saas-after-channel-collapse","status":"publish","type":"project","link":"https:\/\/dev25.austinlawrence.com\/?project=new-positioning-for-saas-after-channel-collapse","title":{"rendered":"New Positioning for SaaS after Channel Collapse"},"content":{"rendered":"

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How a SaaS Company Rebuilt Its GTM Strategy After Channel Sales Collapsed<\/o:p><\/h1>\n

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Rebuild Messaging to Support New GTM Strategy<\/h3>\n

From stalled growth to a clear path forward\u2014with the right message, strategy, and pipeline insights.<\/p>\n

The Challenge<\/h4>\n

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\u2014without the insights or infrastructure to support it.<\/p>\n

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 \u201crandom acts of selling.\u201d<\/p>\n

They needed a new go-to-market strategy\u2014and fast.<\/p>\n

The Outcome<\/h4>\n

– 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<\/p>\n

The team walked away with everything they needed to confidently re-enter the market\u2014and a narrative that opened doors with the right buyers.<\/p>\n

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 <\/p>\n\n\n\n
\n

HEADQUARTERS<\/p>\n

Connecticut<\/p>\n

Company Size<\/p>\n

<100<\/p>\n<\/td>\n

\n

INDUSTRY<\/p>\n

SaaS, Document Management<\/p>\n

 <\/p>\n

SERVICES<\/p>\n

Messaging, Total Business Review<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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<\/h2>\n

\u201cIn addition to creating this powerful positioning, the team built out the proof points and content strategy to drive our go-to-market. It\u2019s a huge step forward for an already successful company.\u201d
\u2014 VP of Marketing, SaaS Client<\/p>\n

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