Case Study: XenSource

Background:

When XenSource first approached us, they were just starting out. They had a great open source product for server virtualization, a basic business plan, and first round financing from top-tier VCs.

They had no marketing materials and no marketing department— not even a VP of Marketing. We started working directly with their CEO and CTO and then with their new VP of Marketing when he was hired after the first year.

Over the next 32 months, a flourishing partner ecosystem was nurtured to life, a powerful sales channel was built, three major commercial products launched, a respected marketing department formed, and a vast database of potential customers was established. All from scratch.

glassCanopy:

• Consulted with the executive team on marketing strategy
• Wrote, designed, and built several iterations of both the commercial and open source web sites
• Wrote, designed, and produced an extensive collection of collateral from datasheets to case studies
• Developed numerous successful lead generation campaigns
• Provided extensive support for nurturing both direct and channel leads
• Built customized support and partner portals with Salesforce.com connectivity
• Provided Salesforce.com and NetSuite CRM consulting
• Created product logos and corporate ID pieces
• Designed presentations for use by the sales and the executive teams

Results:

XenSource was acquired by Citrix for $500 million after establishing itself as the clear number two player in server virtualization behind nine year old VMware (which had almost a billion dollar in sales that year).

Not bad for a 32-month-old company with less than 80 employees.

See the screenshots