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Client Successes
RedSiren Technologies is a
global provider of information
security solutions, based in Pittsburgh, PA. The world’s
largest privately held information security company,
RedSiren helps more than 800 customers around the globe
reduce and manage their business information risks. Their
unique IT security management process has been developed
with a strategic layer system that ensures the continued
integrity, availability and connectivity of their customer’s
business processes.
Challenge
RedSiren was founded in March 1994 as a national consulting
practice focused on providing systems security and
management solutions for distributed enterprise networks. In
late 1999, RedSiren decided to change its business model
from that of a consulting practice to a managed service
provider in the security market. In mid-2000 they hired
Aceda to help them make that transition and raise their
first major round of financing.
Solution Summary
Aceda worked closely
with RedSiren's CEO, CFO and management team to define the
company positioning and target market, revising the overall
business strategy. Aceda was instrumental in developing the
“book” for investors, identifying and securing meetings with
potential investors, and coaching the existing management
team, who had never previously raised funding.
In the marketing role, Aceda implemented a strong product
management process to ensure the predictable delivery of
technology products, along with a disciplined approach to
product planning. They recruited and trained a marketing
team in both the product management and marketing
communications areas. Then Aceda implemented an extensive
public relations campaign to touch all pertinent industry
analysts and editors.
In the sales role, Aceda established the basic sales
processes such as territory assignments, commission plans,
and pipeline reports. A sales plan was built that was a key
driver in the fund-raising efforts.
Results
Aceda helped RedSiren grow into one of the “big league”
security companies, as recently recognized by ZDNews, by
instilling the basic success principles for technology
companies. These efforts resulted in the closing of a $7M
round of financing from the RedLeaf Group and Mellon
Ventures during a time when fundraising was tenuous.
Aceda’s marketing and public relations campaign resulted in
positive feedback and publicity, re-branding the RedSiren
product and services offerings. Aceda helped RedSiren
secure its first set of customers, and transitioned its
efforts to a newly-hired VP of Sales, which Aceda helped to
recruit.
Additional Information
Roles - VP Marketing, VP Sales
Tenure - 13 months
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