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Client Story
Product Launch Monitoring in Threat Detection Platforms
Impact
Identified gaps in client’s roadmap versus two key competitors, prompting accelerated rollout of lateral movement detection and identity threat protection
Helped redesign product launch templates to include competitive pricing levers and threat simulation proof points
Supported in strengthening partner messaging based on top-performing co-marketing content observed in peer launches
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Client
Global player of endpoint protection and XDR (Extended Detection & Response) solutions
Products
AI-powered threat detection suite, SOC automation tools, and managed detection and response services
Industries
Cybersecurity
target geo
Global
business objective
- With new threat detection tools emerging every quarter, the client needed to track how key competitors were structuring product launches—from feature rollouts and partner integrations to messaging and timing. The goal was to improve their own product planning, GTM alignment, and pricing strategy based on competitor benchmarks.
Our solution
- Launch Pipeline Mapping: Tracked 30+ product announcements and upgrades from seven key cybersecurity vendors over 12 months, using a combination of analyst briefings, product sheets, and media coverage. Conducted six expert interviews with product managers, analysts, and channel partners to decode feature positioning, bundling strategies, and launch sequencing.
- Feature and Differentiator Benchmarking: Mapped product architecture and unique selling points using publicly available API documentation, tech review platforms, and security blog teardown analyses. Benchmarked threat model updates, detection speed, and user interface improvements across releases.
- Go-to-Market Strategy Review: Analyzed regional launch patterns, co-branded partner campaigns, and customer targeting across large enterprise vs. mid-market accounts.
Outcome
- Identified gaps in client’s roadmap versus two key competitors, prompting accelerated roll out of lateral movement detection and identity threat protection
- Helped redesign product launch templates to include competitive pricing levers and threat simulation proof points
- Supported in strengthening partner messaging based on top-performing co-marketing content observed in peer launches
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