Early-Stage
GTM Transformation.

Technology was differentiated — the brand wasn't. Messaging was technical and product-centric, website wasn't converting. ISC West — the industry's most important trade show — was months away. That deadline became the forcing function.

Repositioned around two genuine differentiators: FAaaS (Facial Authentication as a Service) and privacy-preserving biometrics — and dropped "AI" from the name. Established a new visual identity, messaging architecture, and website that ran through every customer touchpoint.

Unveiled at ISC West to a packed booth and record leads. Followed by 30+ new website pages, a rebuilt sales deck, and 50+ updated collateral pieces.

Data centers: high-security, high-value, natural fit for facial authentication. But no campaign infrastructure, no tracking, no coordinated motion. Marketing and sales operating independently on different accounts with different messages.

Designed and led Alcatraz's integrated vertical campaign program — starting with Data Centers, then expanding across additional key market verticals. Each campaign aligned marketing and sales from the CRO to the SDRs around a single strategy, account list, and message, with every channel firing simultaneously. Enabled +400% pipeline growth and +1,153% marketing-influenced TCV.