“Attain understood our corporate strategy and enabled it through a combination of industry focused ‘thought leadership webinars’ as well as PR strategy. The execution was very well-planned.”

Dev Ghoshal
Dev GhoshalVP

“The Attain team is fantastic in a start up environment as they know how to get huge results on a start-up budget. The results they drove in press coverage, creative approaches to air cover for a small company and analyst relations were world class.”

Sara Gates
Sara GatesVP of Marketing

Company Profile

Agiliance is a leading provider of Governance, Risk Management and Compliance software. Agiliance arms today’s businesses and government agencies with the innovative, intelligence-based solutions they need to maximize IT budgets while remaining proactive in an environment of economic instability and increased regulation.

Challenge

Operating in an emerging but increasingly crowded market space, Agiliance wanted to elevate the company’s visibility and receive broader industry recognition. The company had successfully engaged many key technology influencers, but with ambitions of growing the company’s market share, Agiliance knew they needed to step up the pace on marketing and PR programs to meet their evolving business goals.

Strategy & Tactics

To help Agiliance achieve wider industry visibility and generate more sales interest, Attain developed a comprehensive marketing and PR strategy designed to transform Agiliance from a technology-centric company into an industry thought leader. Companies that provide meaningful insight and guidance to support buying decisions (vs. just marketing fluff) are often rewarded with more press coverage, better lead generation results and a shortened sales cycle.

To start the transformation process, we re-positioned the company, renamed the product from IT GRC to RiskVision and introduced business level messaging. To build the credibility and trust with key constituents in the broader Governance, Risk and Compliance market, we spearheaded an industry award submission program and engaged in focused media and analyst relations.

To drive sales interest we sponsored monthly lead generation campaigns including a thought leadership white paper series and webinars including a high profile event featuring a panel of senior experts from McAfee, KPMG and Kaiser Permanente. In addition, we updated the company web site with the new business level benefit messaging and created useful sales tools – including a web-based ROI calculator – to support the buying decision.

Results

After winning multiple product awards and receiving top honors in leading analyst reports including “Strong Positive” in Gartner report and “Leader” in Forrester Wave Report, Agiliance successfully transformed its image from a niche technology upstart to a credible player in the broader Governance, Risk and Compliance market place.

By launching a thought leadership press newsletter to position Agiliance spokespeople as industry experts and successfully placing editorial articles in influential publications like CIO Magazine, PC World, and Sarbanes Oxley Magazine, we were able to effectively raise the visibility of the company and produce a consistent stream of quality coverage.

Sales was able to capitalize on this momentum by engaging the qualified leads that resulted from the lead generation campaigns which netted the company up to 300+ new prospects per month.

Sample Coverage

Agiliance’s sales growth, advances in risk management functions and market presence have moved it to a Strong Positive rating in 2009. Agiliance should be considered by organizations that require balance IT GRCM functionality across all categories.

—MarketScope for IT Governance, Risk and Compliance Management