GTM Case Study

Led the phased GTM transformation of a cybersecurity SaaS platform from pentest reporting to CTEM. I owned company positioning, pricing strategy, and enablement during a critical shift into a new market segment.

Key Takeaways

  • Increased ASP by 172% (’23 – ’24 )
  • Drove 7.5% of ’25 ARR via upsells
  • 36% YoY ARR growth (’24 – ’25)

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The Problem

My Objectives

My Approach & Deliverables

Results & Impact

The Problem

PlexTrac had just closed its Series B and scaled hiring efforts. At the time, the platform was known almost exclusively as a pentest reporting platform.

We primarily served MSSPs that were smaller and price-sensitive buyers. Our enterprise ICP was underdeveloped, despite its potential for higher ASP and long-term retention, limiting our TAM without the ability to fully service this segment. Our champions were generally influencers rather than decision makers that owned budget.

Compounding the issue, the pentest reporting space was becoming commoditized. Lower-priced competitors were entering the market and undercutting deals, driving down ASP. We couldn’t justify a premium price for our product anymore.

To grow the business, we needed to:

  • Transition from a pentest reporting platform to a risk-based exposure management platform (later coined by Gartner as CTEM)
  • Expand into the enterprise market
  • Expand to new personas
  • Grow our TAM
  • Drive up ASP

My Objectives

Lead the GTM strategy for a multi-phase platform evolution—shifting PlexTrac from a commoditized pentest reporting tool into a competitive player in the CTEM space.

  • Evolve the company’s position in phases—from tactical pentest reporting to strategic exposure management
  • Maintain core pentest base while reaching new CTEM buyers (e.g., CISOs, cybersecurity directors)
  • Align product, messaging, pricing, and sales enablement to support this evolution

Challenge: Deliver a GTM that:

  • Balances two distinctly different audiences:
    1. Hands-on pentest practitioners who value tactical workflows
    2. Security leadership personas who value business outcomes
  • Repositions the company toward a future-state CTEM identity, without alienating our legacy pentest base—our primary source of ARR at the time.

GTM Strategy Phases:

  • 2023: Soft launched beta free trial of first lite release of CTEM functionality to gather adoption and feedback from early adopters.
  • 2024: Rolled out packaging with deeper capabilities, enabling clearer use case alignment and stronger upsell opportunities.
  • 2025: Earned recognition from both customers and analysts as a legitimate CTEM solution provider, positioning us to compete in a new market category.

Scope of Work:

  • Strategic GTM & Cross-Functional Execution: Positioning, roadmap input, pricing & packaging
  • Marketing & Content: Messaging overhaul, website content/strategy, content by persona and use case, thought leadership, demo videos
  • Enablement: Sales tools, live trainings, competitive analysis and battlecards, category perception shifts, customer examples

My Approach & Deliverables

Company Messaging & Positioning

Reworked core messaging to shift from “pentest reporting” to risk-based in multiple phases:

  • Phase 1: “Manage risk from your pentest reporting” – anchored in our legacy value
  • Phase 2: “Prioritize and validate exposures to close the loop on continuous validation” – introduced new capabilities and use cases
  • Phase 3: Full shift toward CTEM positioning – aligned with emerging Gartner terminology

Developed persona-specific value props and mapped content to support for both MSSPs and enterprise security leaders, which were rolled out across the website, sales decks, and campaign copy to support our new positioning and CTEM buyer journey..

Samples of My Positioning & Visual Work

Persona-based messaging for Enterprise segment

I defined and wrote targeted, value-based messaging for core Enterprise personas to deliver targeted, value-based messaging used across marketing and sales.

4 pillars of CTEM strategy (simplified visual)

I led the strategy for this graphic to clearly communicate our CTEM positioning and differentiators in an easy to understand way—used in decks, on the website, printed on tradeshow booths, and more.

Risk-based prioritization feature (simplified visual)

I led the strategy for this visual to explain a complex prioritization feature, making it digestible for customers and sales enablement.

Centralized data management (simplified visual)

I led the strategy of this animated graphic to communicate how PlexTrac unifies fragmented security data into a single, orchestrated workflow.

Value-driven messaging for Service Provider segment

I defined PlexTrac’s support for service lines—mapping features to offerings with a focus on efficiency, scalability, and revenue growth.

Animated overview of full platform (simplified visual)

I led the strategy on this animated visual to easily communicate what the PlexTrac platform does at a high level and was used on our website homepage.

Homepage messaging by segment

I wrote this segment-specific messaging to distill high-level value for both Enterprise teams and Service Providers on our homepage.

Value forward breakdown of the pentest workflow

I authored and structured this visual to walk through each pentest phase, framing platform impact in clear, value-based messaging.

Value forward breakdown of the prioritization workflow

I authored and structured this visual to walk through each prioritized remediation phase, highlighting product value at each stage.

Cross-team value for Enterprise personas

I led this visual to demonstrate how PlexTrac benefits across Enterprise teams—highlighting value for each role and reinforcing cross-functional collaboration.

Website & Content

Category Education & Thought Leadership

I delivered educational materials and thought leadership content. I authored a significant amount of material myself (sample work below) and delivered positioning outlines and guidance for other materials to be developed.

Samples of My Education & Thought Leadership Work

Lead Gen Quiz

A fully interactive quiz I authored and built to assess an organization’s CTEM maturity across eight dimensions. Designed as a lead-gen tool, it benchmarks users and guides next steps.

Cybersecurity Publication Article

I delivered the idea and authored this thought leadership article positioning our platform within the emerging CTEM market, grounded in Gartner insights and tied to key industry trends.

Playbook PDF

A downloadable playbook I wrote and designed to support free trial users, upsell campaigns, and new lead generation—focused on automating key workflows for cybersecurity teams.

LinkedIn Live (Quiz focused)

A thought leadership session I co-hosted with our founder, where we explored roadblocks to CTEM maturity and discussed aggregated insights from our interactive quiz audience.

LinkedIn Live (CTEM Product Launch Interview)

I hosted this live session to introduce our CTEM offering with the company founder at our 2025 official solution launch.

Educational PDF (Service Provider focused)

I authored this educational PDF we printed for tradeshows that was designed for service provider leaders and decision makers.

Educational PDF (Enterprise focused)

I authored this educational PDF we printed for tradeshows that was designed for enterprise security leaders and decision makers.

Persona Development & Sales Enablement

  • Persona development: Defined core personas across MSSP and enterprise, mapping specific use cases and challenges to each
  • Sales collateral: Built detailed use cases, sales scripts, visual diagrams, and objection-handling tools tailored to different segments

Training & alignment: Ran enablement sessions across GTM teams and delivered competitive intel to sharpen positioning in live deals

Pricing & Packaging Overhaul

  • Moved from user-based to value-based packaging and created a “Good / Better / Best” structure mapped to key use cases: Pentest Reporting, Vulnerability Management, and CTEM
  • Introduced self-serve onboarding for entry-tier package

These changes made it easier for sales to position packages by value, helped eliminate discounting pressure, and enabled smoother expansion across accounts as needs evolved.

Good / Better / Best Pricing & Packaging

Market Research & Feedback Loops

  • Conducted surveys and interviews and engaged our customer base to validate the new positioning and roadmap value
  • Leveraged SageTap to test messaging across dozens of security leaders

Results and Impact

Through strategic GTM execution, we repositioned PlexTrac from pentest reporting to a CTEM solution—expanding our TAM, breaking into new personas, and driving long-term growth.

This GTM transformation delivered measurable impact:

  • 36% YoY ARR growth (2024–2025), more than doubling the previous year (17% growth)
  • 145% YoY improvement in win rate vs. top competitor (from 16% to 61% in 2024)
  • 41% increase in ASP (from 2023 Q4 to 2024 Q1) through strategic repricing and Good/Better/Best packaging
  • Launched new CTEM product with full pricing repackage, increasing ASP by 172% (2023 Q4 – 2024 Q4)
  • Lifted overall competitive win rate from 35% → 51% from (2023 – 2024)
  • Contributed 7.5% of new ARR via expansion and upsells in 2024
  • Reduced implementation time by 25% for entry-tier package through self-serve onboarding