Overview

Vade Secure was a late-stage email security scale-up with strong technology and an established presence in both Europe and the U.S. As the company continued to scale, leadership sought greater consistency in pipeline quality, segment focus, and global messaging.

Tyos was engaged to help clarify and align the GTM foundations supporting the next phase of growth.

Aligning GTM across regions and segments

Operating across multiple markets and buyer profiles, Vade Secure faced common scaling challenges:

• segment priorities varied by region
• messaging differed across teams
• competitive positioning lacked consistency
• sales motions were not fully anchored in shared buyer logic

The opportunity was to bring sharper focus and coherence to segmentation, positioning, and narrative—globally.

Tyos contribution

Tyos supported a structured GTM alignment effort:

• ran the 60-criteria GTM diagnostic with leadership
• refined global segmentation and ICP definitions
• conducted buyer interviews to validate needs and triggers
• benchmarked positioning against key competitors
• authored a unified positioning and messaging framework
• aligned sales storylines and competitive talk tracks across regions

This work established a shared GTM language across Europe and the U.S.

Impact

With clearer foundations in place:

• differentiation became more consistent
• messaging aligned globally
• pipeline quality improved
• execution confidence increased across teams

This GTM clarity supported continued commercial momentum and strategic optionality.

Outcome

Vade Secure was acquired by Hornetsecurity, Europe’s cybersecurity leader.
A clear and coherent GTM foundation contributed to making the company globally legible and strategically attractive.