How a SaaS Company Secured a $15M Contract
See how a logistics and supply chain SaaS company secured a $15 million dollar, multi-year government contract and built relationships with global enterprises.
Originally a professional services firm, Synergetics grew its capabilities and team to create a SaaS product in the supply chain space. Over the years, the product evolved to the point where the marketing no longer accurately described its true capabilities. It was time for a much bigger relaunch and a new name.
As Synergetics invested in their growth, their executive team approached Oaktrust to establish their presence in the competitive SaaS market with their new product evolution, OpenFLIS.
Snapshot
Won a $15M Government Contract
Logistics & Supply Chain SaaS
30+ Years in Business
The goal: to be the “Amazon” for US government.
01 /
Context
GTM challenges:
Proving credibility with enterprise leads
Despite their 30 years in business, the product looked too new for enterprise leads looking for established partners.
Marketing to two very different user types
Unclear marketing strategy for two markets with very different goals and behaviors (the government vs private business executives)
Outdated narrative from older versions
Leads asked for more information, but the sales assets didn’t reflect their product’s evolution and the value it creates.
“Our size makes it difficult for companies to believe our premise”
Kabir Mehta, COO at Synergetics
The Old Product
02/
Goals
1
Build trust
Win the trust of enterprise and government executives with a credible image that reflected their experience.
2
Resonate with both sides of their marketplace
Have a clear narrative that speaks to the unique needs of both sides of the marketplace.
3
Level-up to enterprise marketing
Position for enterprise and the product’s evolution from the marketing front to the product experience.
03/
Approach
New Positioning Strategy
To execute Synergetics’s new product, Oaktrust analyzed their market data and identified new opportunities for their product (OpenFLIS) to speak directly to the unique needs of mid-market business executives.
This resulted in a clearer go-to-market strategy for the marketing team to adjust their direction and resources.
Messaging for Multiple Customer Profiles
To engage two markets with very different needs, Oaktrust developed a custom messaging framework that addresses both sides of the marketplace.
The framework addressed key decision makers such as government officials and business executives; from decision-makers, to champions, to end-users.
This resulted in a targeted approach both government and business executives, while keeping a credible, consistent company direction.
Aligned Multiple Departments on New Strategy
Oaktrust aligned the strategy for Synergetics’s marketing, sales, social media, and product design teams. Oaktrust demonstrated how to execute the updated GTM strategy according to their department roles.
This reduced inconsistencies between marketing and product development, aligning Synergetics’s team under a clear product direction.
Visual Identity Refresh
To create a scalable brand for a diverse set of ICPs, Oaktrust designed OpenFLIS’s new enterprise-grade brand that resonates with both the public and private sector.
Synergetics’s team decided on a new product name to rewrite their story and market perception as a more mature company.
Niinja evolved from a single-use tool to a place where government and companies do better business. A place of opportunity for everyone.
Oaktrust customized the brand guide for lean teams and design outsourcing in the future.
Website & User Experience
To foster trust and leverage OpenFLIS’s website traffic, Oaktrust implemented the new brand on a cohesive website with new copy, design, custom graphics, and development.
Oaktrust also designed the features to visually represent the key value propositions that were most important at that stage of their target user’s journey.
Product UX and UI Design
Oaktrust created the new product’s user experience and user interface design to reflect the new brand’s visuals and strategic direction, making every touchpoint consistent with their ICPs’ user stories.
Oaktrust also collaborated with the product development team to implement user and with the sales team to implement demo calls feedback.
Oaktrust delivered over 100+ screen designs, including a new product components library and a design system that fitted to the development team’s tech stack.
This allowed OpenFLIS’ internal development and design teams to ship product updates faster and scale design.
Sales Process Mapping
To create a consistent sales process, Oaktrust designed a sales process map demonstrating a repeatable sales cycle.
Each person’s job role during each stage is clearly defined to ensure collaboration across every touch point and traffic from outbound sales don’t fall through the cracks.
This involved analyzing the current sales infrastructure, team capabilities, and implementing the marketing team’s strategy.
Oaktrust also collaborated with the sales and marketing teams to make sure it aligned with other outbound initiatives such as social media and email marketing.
Kabir Mehta, COO
“For you guys to put this into structure is super helpful to scale and think about the components.”
Chris Barlow, Marketing Director
“This is good to see what the [marketing] team’s place is and their role in this process.”
04/
Results
OpenFLIS won a $15M government contract after applying all of the initiatives mentioned.
$15,000,000 Contract
Equipped the sales and marketing team to schedule demos with enterprises.
New Fortune Global 500 Leads
300k users transitioned from the old platform to the new version.
300k Users
On-boarded three departments with consulting hours and guidance materials.
3 Trained Departments
Created a complete user experience from website to product design.
Enterprise-Grade Sales Experience
“We could not be happier with the results.”
We worked with them to help us evolve a brand and to bring it to life. We could not be happier with the results. They were a fantastic team to work with, and they just understood accurately what we were trying to achieve every step of the way.
Kabir Mehta | COO
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