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At the Office

Ignition Lane helps Encapto to break ground in a complex market with a new product

“Ignition Lane have been able to synthesise our market positioning and value proposition in a way that even industry experts like Gartner couldn’t.”



Founder & CEO

An industry pioneer with a game-changing platform

Encapto began its journey 10 years ago as a pioneer in managed WiFi services. Built on the success in this industry, Encapto saw a gap in the market for a cutting-edge new platform supporting managed service providers to deliver enterprise-grade business software services to small businesses, quickly & easily. 

A unique chance to partner with a tech giant to drive sales

The challenge for Encapto was to capitalise on a golden opportunity to partner with one of the world’s biggest hardware & enterprise software technology companies and drive channel sales of the new Encapto platform. They knew that success of this opportunity would allow them to access an underserved market estimated to be worth a trillion dollars. But as the very first company in this space, they needed help to figure out how to effectively support their tech giant sales partner, and to position and sell a brand new product in the typically slow-moving and risk-averse industry of large telecommunication service providers. 

“Their go-to-market deliverables are pragmatic and extremely useful. The sales playbook Ignition Lane built for us is as true as a compass.”

Nailing the strategy and approach to selling a new product to complex customers

Ignition Lane and  Encapto have worked together for the last 18 months to develop and execute its commercialisation strategy for the new managed services platform.  


We have delivered: 

  • Customer and market research to map the market, the key players, and the right segments to prioritise to achieve product-market fit

  • A go-to-market strategy including the platform’s value proposition and key messaging (using both Encapto’s networks and our own global telco and vendor partner contacts)  

  • A review and restructure of the sales team, roles & responsibilities  and compensation 

  • Sales and product marketing playbooks that drive the detailed day-to-day for the sales and marketing teams 

  • Product marketing strategy and related collateral, including demo battle card, sales decks, demo scripts, video scripts, social media content and new website

  • Strategic sales advice on individual deals, sales priorities and pricing



Signing deals with international telcos to launch in market 

As a result of our work together, Encapto has now signed deals with some of the biggest managed service providers in the world, allowing Encapto to close deals in an industry that is extremely difficult to crack.

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