Situation & Challenge
Creekpath approached us during a pivotal business transition, as they evolved from their origins as a storage service provider (SSP) to become an independent software vendor specializing in Storage Resource Management (SRM) solutions. With a clear exit horizon of 12 months, they needed strategic communications support to attract and engage potential acquirers in an increasingly competitive market.
The storage technology sector was notoriously crowded and noisy, with numerous vendors competing for attention in the resource management space. Creekpath faced the significant hurdle of having virtually no market recognition at a time when visibility could make or break their exit strategy. The company needed to rapidly build credibility, establish thought leadership, and develop crucial analyst relationships to support potential M&A discussions.
Our Approach
Our comprehensive communications strategy focused on:
Rapidly Building Market Presence and Credibility
We began by developing a strategic narrative that elevated the conversation beyond technical storage capabilities to focus on real business impact. Instead of dwelling on technical specifications, we crafted compelling storylines around how organizations were using their stored data – from real-time analytics to compliance-driven retention requirements.
The cornerstone of our strategy was an aggressive analyst relations program targeting influential firms including Gartner, The 451 Group, and Enterprise Strategy Group (ESG). Through a series of strategic briefings, we successfully engaged nine key analysts, securing four formal quotes for use in sales and marketing materials, and establishing five reference analysts available for sales validation and M&A discussions.
Building Market Momentum
We created a steady stream of news that showcased Creekpath’s growth and innovation. Our media relations efforts yielded impressive coverage across mainstream technology publications like InfoWorld and Computerworld, specialty storage media such as InfoStor, and regional business press including a feature story in TechRockies. The company’s executives were positioned as thought leaders through four carefully crafted bylined articles, establishing their expertise and vision for the industry.
The Power of Strategic Communications
The impact of our strategic communications program was swift and decisive. Within just 10 months, Creekpath was named as “turnaround story of the year” in a prominent storage analyst’s must-see presentation at a top Spring trade show. Before the year was out, Creekpath was acquired by Opsware – achieving their exit goal in less time than initially projected. The company had transformed from an unknown player to a recognized industry participant, supported by a network of influential analyst advocates and a robust portfolio of media coverage spanning mainstream technology, industry-specific, and regional business outlets.
This rapid trajectory from market invisibility to successful acquisition demonstrated the power of strategic communications in supporting exit objectives. By building a comprehensive validation package that included analyst endorsements, media coverage, and thought leadership content, Kickstart helped create the market presence and credibility necessary for a successful technology exit.
A sampling of media featuring Creekpath
Learn more about how Kickstart can support a successful exit strategy for your business.