Separating CloudGenix from the Pack as SD-WAN Innovator

Overview

CloudGenix made the Cloud-delivered Branch possible by providing an Autonomous SD-WAN™ and the CloudBlades™ platform. Prior to its acquisition by Palo Alto Networks in 2020, the company was recognized as a leader in the SD-WAN space.

Challenge

Modern enterprise customers recognized CloudGenix as the innovation leader in SD-WAN, a market with more than 30 vendors. However, that leadership position was not recognized by media or industry analysts. In stories about the category, CloudGenix was not often mentioned or if the company was, it was included in a list of many with no differentiation. At the same time, while some leading industry analysts understood the power of the CloudGenix technical innovation and product story, these influencers were not aware of the company’s strong market success. Many smaller analyst firms were not familiar with CloudGenix, leading to lackluster positioning in industry reports. Limited aircover was slowing enterprise customer deals as companies looked to third party sources for validation. In addition, the CloudGenix was expanding its partner program and wanted to leverage its market success to build deeper relationships with high-profile Master Agents, VARs and MSPs.

Goal:
Claim the CloudGenix rightful leadership position in the marketplace

Our goal was to differentiate the CloudGenix solution to highlight the company’s innovation, including a disruptive new approach for the delivery of services at the branch, while at the same time regularly sharing with media and analysts customer win stories.

300% Year-over-Year Growth

Series C Funding

Acquisition by Palo Alto Networks

Solution:
Well developed storylines and constant drumbeat of news

Outside Labs worked closely with reporters to share business updates and product news, along with channel and partner success stories. We also doubled down on analyst relations to provide analysts focused on SD-WAN with regular updates, and we developed relationships with key analysts to ensure they tracked the company’s growth. Outside Labs managed customer relations, implementing a program to develop and tell the success stories of senior level executives from customer organizations. In addition, we developed a thought leadership program that included editorial byline articles and speaking opportunities for CloudGenix and customer executives. Lastly, Outside Labs focused on winning a short list of highly regarded awards.

 

Results:
Nearly 200 articles in 12 months

In a 12-month period, from April 2019 to April 2020, the CloudGenix brand was featured in 190 articles including numerous customer stories in CIO, Forbes, TechTarget and other vertical trade outlets. The CloudGenix story was highly differentiated, with the company moving from one of many to an industry leader. Customer CIOs were invited to speak at numerous conferences, based on Outside Labs relationships with editors. We also helped CloudGenix capture and maintain the attention of the analyst community. CloudGenix was named a Gartner Cool Vendor and, more significantly, in 2019 the company earned the highest year-over-year positive movement of any vendor in the Gartner Magic Quadrant for WAN Edge Infrastructure. The next year, CloudGenix was named a 2020 Gartner Peer Insights Customers’ Choice for the WAN Edge Infrastructure category. CloudGenix had the highest overall rating of 4.9 out of 5, a willingness to recommend at 99 percent, with 207 verified customer reviews in a 12-month period. We also worked with CloudGenix to land the highly coveted, employee-led Inc. Magazine Best Workplaces award, Red Herring Top 100, CRN Channel Chiefs and TMCNet SD-WAN Product of the Year.

 

Business Impact:
300% YoY growth, ultimately leading to acquisition by Palo Alto Networks

CloudGenix saw a 90+ percent win rate against incumbents in the market. This led to 300 percent year-over-year growth, which was significantly faster than the market. This strong growth attracted the attention of investors, which led to a $65M Series C round, more than double all its previous funding rounds combined. Ultimately this led to the acquisition of the company in April 2020 by Palo Alto Networks.

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