Turning focus into force in go-to-market strategy
Focus wins
When a company first enters the market, the temptation is always the same: cast a wide net and chase as many potential customers as possible. It feels like momentum. In reality, it’s dilution. Focus wins, and knowing where to play is just as vital as knowing how to win. At Telum, we help our portfolio companies prioritise ruthlessly. The goal is simple: concentrate resources where they create the highest impact.
Step 1: Find the pockets of growth
Start with segmentation. Not the generic kind, but a disciplined mapping of the market into clear, measurable “pockets of growth".
We typically begin with geography and customer verticals, then refine with a second layer of criteria; market dynamics, regulatory pressure, digital maturity, or threat exposure. The result is a heat map that shows where real opportunity lies, not where noise is loudest.
Step 2: Decide where to play
Once the landscape is visible, we evaluate each segment across two axes: market attractiveness and ability to win. Market attractiveness is driven by size, growth, and profitability. Always defined with the team to fit reality, not theory. Ability to win depends on what you can truly influence: value delivered to customers, access and credibility in the segment, competitive intensity, and existing footholds.
Plot it on a simple 2x2. The top-right corner - high attractiveness, high ability to win - is where you focus. That’s your playing field. Everything else can wait.
Step 3: Define how to win
Within those priority segments, homogeneity is your ally. When customers share pain points, language, and buying logic, you can craft sharper value propositions, more precise messaging, and a sales force that speaks directly to need.
It’s about alignment - between what you offer, what customers value, and how your team executes.
The outcome
This process isn’t complex. It’s disciplined.
By applying structure to market focus, companies see faster traction, higher conversion, and stronger customer relationships. The sales force stops chasing noise and starts closing deals.
In cybersecurity, and any domain where speed and credibility matter, focus isn’t just efficiency. It’s survival.