NDA
10x Increase
Inbound Leads
5x Increase
Win Rate
57% Reduction
Sales Cycle
The Challenge
Marketing to CFOs while DevOps engineers were the actual buyers; burning $40k/month on ads with poor technical targeting.
Competitive Alternatives
- • Manual Terraform scripts + spreadsheets (Status Quo)
- • Finance-focused tools (CloudHealth) built for CFOs, not engineers
Target Market
Engineering teams at high-growth tech (500-5,000 employees)
Positioning Pivot
Old Position
Cloud cost optimization platform for finance teams
New Position
Infrastructure-as-Code Native Cloud Management for DevOps Teams
Core Value Theme
"Manage your cloud infrastructure the way you manage your code, with Git and Terraform."
Strategic Moves
Community: Built GitHub repo with open-source modules (12k stars)
Ads: Pivoted from CFO keywords to 'Terraform cost estimation' and Reddit /r/devops
Content: 'Terraform Tip Tuesday' newsletter (8.5k subscribers)
Original Research: 'The State of Cloud Cost Management in DevOps' report
Revenue Impact
Closed-Won Revenue
$2.1 Million
Pipeline Created
$6.4 Million
Inbound Growth
10x (from 12 to 118/mo)
ACV Growth
$180k (44% increase)
Win Rate
42% (up from 8%)
"They completely repositioned us, built a developer community from scratch, and created content engineers actually wanted to read. We're going to blow past our $20M ARR target."
CMO