In broadcast and streaming technology, a strong product is only the starting point. When an ambitious B2B SaaS company serving broadcasters and OTT operators set out to scale across Europe and the United States, it had an award-winning product but no commercial organisation to carry it to market. We partnered with its leadership to build that engine from the ground up: the go-to-market strategy and commercial organisation that turned product recognition into scalable revenue.
Client Profile
Our client is a B2B SaaS provider whose platform helps broadcasters and OTT operators launch, run and monetise their video services. The platform had been recognised with the European Video Award, and the company had a clear ambition to become a reference platform for video operators across Europe and the United States. It had everything it needed to compete on product. What it did not yet have was the commercial structure to match that ambition.
The Challenge
Despite a differentiated platform and genuine market pull, the company faced the classic scale-up gap between product and revenue:
Left unaddressed, these gaps risked leaving a strong product stranded: well regarded by early customers, but unable to convert its head start into a scalable, repeatable revenue engine.
The Solution
We engaged as the company’s embedded commercial leadership, taking ownership of building the entire commercial and go-to-market organisation from scratch. Our approach centred on:
- Authoring the Go-To-Market Strategy: Applying our proprietary GrowthBridge™ methodology, we defined the target segments, value proposition, positioning and commercial model for a B2B SaaS platform selling into the broadcast and OTT ecosystem, giving an award-winning product a route to market to match.
- Fractional Leadership, Full Accountability: Rather than advising from the sidelines, our leaders embedded within the company to design, hire and run the commercial functions, with direct accountability for pipeline and revenue.
- Leveraging Our Extensive C-Suite Network: We opened doors to decision-makers at broadcasters, pay-TV operators and streaming services across Europe and the United States, and to the technology and channel partners that shape how video operators buy.
The result was a solution that was both strategic and operational: a clear plan, and the people, processes and relationships to execute it.
Implementation Process
We built the commercial engine in five deliberate stages:
- 1
Market Definition and Positioning:
- – Mapped the addressable universe of broadcasters and OTT operators in Europe and the United States, and prioritised the segments where the platform’s strengths were most differentiated.
- – Sharpened the value proposition and messaging around the outcomes video operators care about: time to launch, operational efficiency and monetisation.
- 2
Go-To-Market Strategy Design:
- – Authored the end-to-end GTM strategy, covering segmentation, pricing and packaging logic, direct and partner routes to market, and regional launch sequencing.
- – Established the commercial targets, funnel metrics and governance that would guide execution.
- 3
Building the Commercial Organisation:
- – Designed the organisation structure and recruited the first sales, marketing, partnership and customer-facing roles.
- – Implemented the CRM, sales process, qualification framework and enablement materials needed to run a repeatable B2B SaaS sales motion.
- 4
Scaling Across Europe and the United States:
- – Launched region-specific playbooks that respected local buying behaviour while keeping the global proposition consistent.
- – Activated partner and channel relationships to extend reach and accelerate access to key accounts.
- 5
Embedding a Growth Discipline:
- – Introduced pipeline reviews, a forecasting cadence and win/loss analysis to continuously refine the strategy.
- – Transferred ownership to the in-house team, ensuring the commercial engine would keep performing beyond our engagement.
Throughout, we worked shoulder to shoulder with the company’s founders and product leadership, keeping strategy and execution tightly coupled so that market feedback flowed straight back into positioning, roadmap and pricing decisions.
Results
The engagement transformed a product-led company into a commercially led scale-up:
- A Commercial and GTM Organisation Built from Scratch: The company moved from leadership-led selling to a fully functioning commercial organisation with dedicated sales, marketing and partnership capabilities, clear processes and a repeatable B2B SaaS sales motion.
- Scale Across Europe and the United States: The platform expanded from an early-adopter base to broadcasters and OTT operators across both regions, supported by region-specific playbooks and an active partner ecosystem.
- Commercial Execution to Match Product Excellence: The platform had already earned the European Video Award for its product. Our go-to-market strategy and commercial organisation gave it the market reach to match, turning that recognition into pipeline, customers and revenue.
- A Repeatable Growth Engine: Pipeline, forecasting and governance disciplines gave leadership a predictable view of growth and a foundation for the next stage of scale.
For the client, the outcome was more than a set of new hires and a strategy document: it was a commercial engine designed for the realities of the broadcast and OTT market, built to keep performing long after our engagement ended.
This success story shows what becomes possible when strategy and execution are owned by the same team. By combining our GrowthBridge™ methodology with embedded leadership and a C-suite network across media and technology, we helped a technically excellent company become a commercially formidable one.
If your organisation has a strong product but not yet the commercial organisation to scale it, or is preparing to take a media technology platform across Europe and the United States, we’re here to help.
Contact us today to discover how our expert advisory services can build your growth engine.
