Strategic GTM Scenario Development and Execution Planning

The Customer

Aruba Networks, the leading provider of next-generation network access solutions for mobile enterprise networks, headquartered in Silicon Valley, California. Aruba has a very successful and thriving technology company operating in a dynamic market experiencing new growth with the explosion of wireless devices and applications.

 The Situation

Aruba has successfully grown their business by providing solutions for large enterprise customers and specific vertical markets such as education.  Due to market dynamics, the client was considering other potential areas and market adjacencies in which they could accelerate their growth.

“Kathryn, as principal for Lumen Strategies, brought her knack for challenging the status quo and synthesizing a tremendous amount of information and context with a relentless focus on “outside-in” evidence to deliver relevant and actionable clarity to our strategic decisions as a senior team!” ~ Ben Gibson, Chief Marketing Office, Aruba Networks

Lumen Strategies’ Contribution

Lumen Strategies was engaged to focus on this opportunity based upon their knowledge, broad cross functional experience, and reputation for developing a comprehensive go-to-market approach which could address the growth goals.  Additionally, the client wanted a pragmatic recommendation in the form of specific execution plan elements they could absorb in a phased manner.  Lumen Strategies approached the project by gathering evidence in the form of facts and insights into the perceptions of Aruba’s whole offer and current routes to market by the target customers.  These were compared with similar assessments of key potential competitors in the same target market.  Specific deliverables from Lumen included a comprehensive and evidence based comparison of strengths, weaknesses, opportunities, and threats for the client in the target market based not on what the client believed those attributes and opportunities to be, but with an “outside-in” objective perspective.  The analysis was coupled with a set of clear and actionable scenarios and high level execution plans that were available to the client to support their next steps to acceleration of growth and success in the evolving market.

Impact

Aruba’s senior leadership team appreciated the perspective and gained clarity on areas they should consider for investments should they pursue aggressively expanding their target markets.  The deliverables highlighted areas of go-to-market strategies that would need to evolve to meet specific needs for some of the new markets they were considering.  Deliverables included facilitation of the leadership discussion with the presentation of the evidence and facts as well as scenario plans with corresponding execution focus areas for each.

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