Case study · B2B SaaS
BetterCloud
From Gartner Visionary to Gartner Leader.
BetterCloud, the SaaS management platform, regained 25% market share after CRC rebuilt its brand message with the leadership team; Gartner moved the company from Visionary to Leader.
- Client
- BetterCloud
- Sector
- SaaS management, B2B software
- Work
- Brand identity, positioning, narrative
- Engagement
- Leadership-team extraction and message rebuild
The bottleneck
BetterCloud had a product its leadership could explain with precision. Gartner rated the company a Visionary.
The message had grown up piecemeal, as messages do in fast-growing companies, and no longer matched the product. A leadership team this time, needing one story it could all tell.
What we extracted and built
The CRC process, run with the leadership team: extraction sessions to surface what the company believed about its market and its customers, then the synthesis that turns a room of strong opinions into one position everyone can defend.
The output was a brand message built to outlast a campaign cycle, and the internal agreement that makes a message hold.
Then it went on stage. Altitude is BetterCloud's customer conference, and the keynote experience was written and produced with Jesse and his team: the new message, told by the CEO, to the customers who'd decide whether it held.
Altitude.
BetterCloud's customer conference, where the message went on stage.
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What changed
BetterCloud regained 25% market share, and moved from Gartner Visionary to Gartner Leader.
The third beat came later, and quieter: BetterCloud was acquired by CoreStack, with Jesse still in the CEO's chair through the transaction. He stepped down once the deal was done. A message built to outlast a campaign cycle held through a market-share fight, a Gartner re-rating and an exit, which is the job it was built for.
“The process allowed us to develop a more durable brand message than we would have been able to on our own.”
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