From Startup to Acquisition
Signafire
Brand Strategy & GTM
Signafire was a SaaS company offering enterprise data analytics products. After establishing itself with one major client, Signafire needed to solidify its positioning and offering in the market, and expand its client base.
My Approach
Product Positioning
I kicked off with executive-level strategy brainstorms to determine Signafire’s key audiences and product value propositions, and built buyer personas based on internal & external research as well as existing accounts.
Pitch Deck & Sales Materials
With the brand and product positioning solidified, I worked with the company’s design and product teams to craft a customer and investor-facing pitch deck that captured the company story. Additionally, I worked with the sales team to create leave-behind materials like one sheeters, tailoring each to specific target industry categories.
Leadership Training & Video
The project culminated in extensive training to teach the leadership and sales teams how to deliver their pitch to a variety of audiences. Additionally, we captured the core pitch in a produced promotional video.
The Impact
+$58MM in revenue
In my time at Signafire, the company grew from a 7-person core team to over 50 employees, expanded into 4 new industry verticals generating over $58MM in revenue, and went on to a successful exit via acquisition.
Neil Onsdorff, Chief Revenue officer