As their sales team tripled in size, a rapidly growing cybersecurity company struggled with content chaos, outdated materials, and an overwhelming number of product and competitive questions. Without a dedicated enablement platform or personnel, the product marketing team was stuck in reactive mode. GTM Buddy helped them centralize enablement, provide contextual content, and use data to drive scalable impact across sales and marketing.
Challenges
Drowning in Questions as the Sales Team Tripled in Size
When the product marketing team at a leading cybersecurity company found themselves at a crossroads, they were facing multiple challenges simultaneously:
Their sales team had grown from 10-12 people to over 35 representatives across multiple segments.
They lacked a structured enablement platform for onboarding and continuous training.
Technical questions about products were overwhelming the marketing team.
Sales representatives needed support with competitive differentiation as deal sizes increased.
Content systems were inefficient making it difficult for teams to find updated materials.
As the company evolved from selling single products to offering comprehensive platform solutions, the complexity of sales conversations increased dramatically. Sales representatives needed to confidently position multiple products against competitors who also offered platform solutions.
Our sales team was growing really quickly, and I was getting enablement questions or requests for assets almost daily, keeping us in a reactive state, We didn’t have a dedicated enablement person or platform at that time, and I didn't have personnel on the team to fill the growing capacity.”
The Selection Process
A Systematic Approach
The search for a solution originally began with addressing content organization challenges, but quickly expanded to fill the sales enablement gap. After examining nearly 20 potential vendors, the team narrowed their focus to platforms that could address both needs while incorporating AI capabilities—a strategic priority for the company.
They led a comprehensive evaluation of the final contenders using a structured framework in which they analysed 33 attributes across four key categories:
Finding Contextual Content: Search functionality and AI enablement
Personalizing & Sharing Content: Individual libraries and the ability to customize, digital sales rooms and the capability to share from various platforms
Analytics: Content performance tracking tied to revenue impact
Other: Ease of use, version control, budget, cost
We ranked each of the elements in each category, and to be completely transparent, GTM Buddy won in all four categories, It validated the direction we intended to go anyway, but we had rationale behind our decision.”
The team highlights several factors that made GTM Buddy the right choice:
Comprehensive functionality that addressed multiple use cases simultaneously
AI capabilities that aligned with broader company initiatives
Content analytics with revenue impact tracking
Digital sales rooms that extend beyond the sales process
Responsive customer success support throughout implementation
The Results: Visibility and Alignment
With GTM Buddy in place, the product marketing team gets fewer questions since the sellers check the platform first.
The team is also able to
- Track which content is actually driving revenue
- Identify which sales-created content is effective and worth replicating
- Give both the marketing team and sales representatives access to the same updated information
As a rapidly growing organization with multiple acquisitions and products, the team can now make data-driven decisions about content creation.
Analytics was a key criteria for us, Being able to tie it back to revenue was important to determine what content was truly impacting. We would get requests from the sales team for things to create, and content would quickly become outdated as our products evolved, a lot of reps were creating their own content, and we wanted to see what worked of theirs and what worked of ours and what we should double down on.”
The Implementation: White-Glove Onboarding Experience
The onboarding process became a model for what the team hoped to achieve with their own customers. Weekly check-ins with their dedicated Customer Success Manager provided consistent support throughout implementation.
The team particularly appreciated:
- A dedicated digital sales room containing all onboarding materials
- Short, targeted how-to videos for different integrations
- Responsive support with quick follow-up on any outstanding questions
By implementing GTM Buddy, this fast-growing cybersecurity company has created a foundation for scalable enablement that supports both their expanding sales team and their evolving product portfolio.
The white-glove treatment from the success team has been excellent, The DSRs are great for the customer lifecycle, not just for the sales cycle. notes the Product Marketer, who has since created their own digital sales room template for customer success and account management.”