Sophos – Synchronized Security Launch
Sophos is one of the world’s leading providers of both endpoint and network security and goes to market under the tagline, “Security Made Simple”, critical to the mid-market customer focus. When Ken engaged with Sophos in mid-2015 they were finishing the technical integration of the two product areas with an innovative “Security Heartbeat” and what they called “Synchronized Security”. The big challenge was to communicate this highly innovative approach in a simple and straightforward manner, consistent with their go to market strategy
Ken worked with the senior product, product management and product marketing leadership to drive the creation of simple yet powerful messaging for Synchronized Security. Critical was appealing to both the business buyer and the technical evaluator of the solution, including partners. Ken helped the product marketing owner to build and refine the story, and also authored both business overview and technical overview whitepapers.
Sophos launched Synchronized Security and Security Heartbeat late in 2015. This continues to be core to their value proposition, and is featured prominently in their go to market, including the use of the updated versions of both whitepapers. Since the launch Sophos has achieved continued strong revenue and market growth.
In their July 2017 “Trading Statement” earnings release CEO Kris Hagerman said, …”Our core strategy continues to be differentiated and effective: we work in partnership with our channel to deliver innovative, simple, and highly effective cybersecurity solutions for mid-market enterprises, synchronizing across enduser and network security” – echoing the importance to Sophos of this positioning.