Technology Innovation Meets Go-To-Market Excellence

Accelerate your technology company's growth with strategies that drive market leadership. We help hardware, infrastructure, cybersecurity, and emerging tech companies scale go-to-market operations, penetrate new markets, and achieve category leadership.

Technology's commercialization challenge.

Technology companies face a paradox: brilliant innovation but inconsistent commercialization. Great products don't sell themselves-success requires systematic go-to-market execution, channel strategies, partner ecosystems, and buyer education. The winners balance technical excellence with commercial discipline, building repeatable revenue engines that scale with market opportunity.

Industry Challenges

  • Technical selling complexity

    Long sales cycles with multiple technical stakeholders.

  • Channel dependency

    Reliance on resellers, VARs, and system integrators.

  • Market education
    New categories require significant buyer education and positioning.
  • Competitive intensity
    Fast-moving markets with rapid innovation cycles.

How We Help

  • GTM strategy
    Design market entry and expansion strategies for new technologies.
  • Channel optimization
    Build and manage partner ecosystems that accelerate growth.
  • Enterprise sales
    Develop complex sales capabilities for enterprise adoption.
  • Market leadership
    Position for category creation and market leadership.

Technology Market Dynamics

Key trends shaping the technology sector.

$5.3T
Global Tech Spending

Worldwide IT spending in 2024

22%
Cloud Growth

Public cloud annual growth rate

12.3%
Security CAGR

Cybersecurity market growth through 2028

$65K
Enterprise ACV

Average B2B tech contract value

Solutions for Technology Companies

Specialized strategies to accelerate commercialization and market penetration for technology products.

GTM Strategy & Market Entry

Design and execute go-to-market strategies for new products and markets.
  • •
    Market segmentation and ICP
  • •
    Positioning and messaging
  • •
    Channel strategy design
  • •
    Launch planning and execution
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Channel & Partner Programs

Build ecosystems of resellers, system integrators, and technology partners.
  • •
    Partner program design
  • •
    Channel enablement and training
  • •
    Partner recruitment and onboarding
  • •
    Co-selling strategies
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Enterprise Sales Excellence

Develop capabilities to sell complex solutions into large enterprises.
  • •
    Enterprise sales methodology
  • •
    Technical sales training
  • •
    Proof of concept frameworks
  • •
    C-level engagement strategies
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Product-Led Growth

Implement PLG motions to drive adoption and expansion for technical products.
  • •
    Free-to-paid conversion
  • •
    Usage-based monetization
  • •
    In-product growth levers
  • •
    Developer marketing
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Sales & Marketing Alignment

Create integrated demand generation and sales execution engines.
  • •
    Lead scoring and routing
  • •
    Content and campaign strategy
  • •
    Sales and marketing SLAs
  • •
    Attribution and analytics
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Customer Success & Expansion

Drive adoption, reduce churn, and capture expansion in technical accounts.
  • •
    Technical account management
  • •
    Implementation and onboarding
  • •
    Expansion playbooks
  • •
    Executive business reviews
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Technology Company Growth Stories

Real transformations from infrastructure, security, networking, and emerging technology companies.

Channel-First GTM Success

Challenge

A cybersecurity vendor had strong technology but struggled with direct sales, needing to shift to a channel-led model to scale cost-effectively.

Solution

We designed a two-tier partner program, created channel enablement materials, recruited strategic VARs and MSSPs, implemented deal registration, and trained the team on channel management.

Outcome

Channel revenue grew from 15% to 72% of total in 2 years, overall revenue increased 3.4x, CAC decreased 58%, and partner satisfaction reached 8.7/10.

Enterprise Market Penetration

Challenge

A network infrastructure company had strong SMB traction but failed to crack enterprise accounts, limiting TAM and valuation potential.

Solution

We developed enterprise sales methodology, created account-based strategies, trained teams on C-level selling, built ROI and business case tools, and redesigned pricing for enterprise.

Outcome

Enterprise revenue grew from 8% to 45% of total, average deal size increased 12x, sales cycle for enterprise deals decreased from 18 to 11 months.

Developer-First Product Launch

Challenge

A B2B infrastructure platform needed to launch a developer-focused product but lacked experience in bottom-up, product-led growth motions.

Solution

We designed a freemium model, created developer marketing programs, built community engagement strategies, implemented product-led conversion funnels, and trained teams on PLG.

Outcome

Achieved 50K developers in 12 months, 8% free-to-paid conversion rate, $2.3M ARR from PLG motion, and significant brand awareness lift in target segment.

Category Creation & Market Leadership

Challenge

An AI infrastructure startup had innovative technology but competed in an undefined category, making sales difficult and limiting growth potential.

Solution

We developed category positioning, created thought leadership programs, designed analyst relations strategies, built demand generation engines, and trained sales on category selling.

Outcome

Established as category leader with 40% market share, analyst recognition (Gartner Cool Vendor), revenue grew 5.2x, and raised Series C at $450M valuation.

Software Industry Expertise

Insights from advisors who understand the unique dynamics of software company growth.
mike-hoffman-headshot-600x600@2x

Mike Hoffman

CEO, SBI Growth Advisory

Technology companies that master go-to-market execution before competitors create sustainable advantages that technology alone cannot replicate.
Read CEO insights
john-staples-headshot-600x600@2x

John Staples

Sr. Partner, Talent Practice Lead

The best tech companies build repeatable revenue engines early, systematizing what works and scaling through process, not just headcount.
Read CRO playbooks
isaac-silverman

Isaac Silverman

CTO

AI transforms tech GTM by enabling intelligent lead routing, predictive deal scoring, and automated sales operations-letting sellers focus on high-value activities.
Learn about SBI Wayforge™

Ready to Accelerate Your Technology GTM?

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