Go To Market Playbook
A quick overview of Creto’s GTM strategy—what we are solving, who we are serving, and how we will win in the market.
Table of Contents
- Introduction
- Market Research & Insights
- Ideal Customer Profile (ICP) & Buyer Personas
- Value Proposition & Messaging Framework
- Product Positioning & Packaging
- Sales Strategy & Enablement
- Marketing Strategy
- Go-To-Market Channels & Partnerships
- Customer Success & Retention
- KPIs & Performance Metrics
- Execution Timeline
- Appendix
Introduction
This section outlines the purpose, mission, and vision behind Creto’s Go-To-Market Playbook, setting the foundation for how we approach markets, customers, and growth opportunities.
Purpose of the GTM Playbook
The Go-To-Market (GTM) Playbook serves as a strategic guide for how Creto introduces its solutions to the market, engages target audiences, and drives sustainable growth. It ensures that every team—marketing, sales, product, and customer success—aligns around a unified strategy. By setting clear frameworks for positioning, messaging, and execution, this playbook helps Creto accelerate adoption, shorten sales cycles, and build trust with enterprise customers.
In short, the GTM Playbook is our blueprint for:
- Identifying the right customers and markets
- Communicating value with clarity and impact
- Coordinating go-to-market efforts across functions
- Tracking success with measurable outcomes
Creto’s Mission & Vision
Mission
Our mission is to empower businesses with the highest caliber of digital trust services, ensuring their operations are secure, compliant, and at the forefront of technology.
Vision
A digital world where trust is the foundation of every interaction—where businesses and their customers connect confidently, without compromise between security and usability.
Creto’s GTM strategy is built on this mission and vision, ensuring that every market move reinforces our role as a trusted partner in identity and access management.
Market Research & Insights
Actionable insights fuel every decision—helping us anticipate customer needs, outpace competitors, and position Creto as the trusted identity solution provider.
Target Market Overview
Creto primarily serves enterprises that need secure, seamless, and scalable identity solutions. Our focus spans across industries such as financial services, healthcare, government, and technology—where trust, compliance, and digital experience are critical drivers. Within these sectors, our ideal customers are decision-makers in IT, security, and digital transformation roles who seek to reduce fraud, optimize user experiences, and ensure regulatory compliance.
Industry Trends & Competitive Landscape
The identity and access management (IAM) market is evolving rapidly with growing demand for:
- Passwordless authentication as enterprises look to reduce friction and security risks.
- AI-driven fraud prevention leveraging behavioral biometrics and predictive analytics.
- Zero-trust architecture adoption to safeguard hybrid and remote workforces.
- Compliance-first solutions aligned with regulations like GDPR, HIPAA, PSD2, and CPRA.
Competitively, the market is crowded with traditional IAM vendors and emerging startups. Creto differentiates by integrating Transmit Security’s advanced platform capabilities with a strategic consulting approach.
Key Customer Pain Points
Enterprises today face significant challenges that Creto addresses directly:
- High fraud losses due to weak authentication and credential theft.
- Poor user experiences with complex login flows leading to customer drop-offs.
- Fragmented IAM systems that increase operational costs and slow innovation.
- Regulatory pressure requiring strong security without sacrificing agility.
Creto’s solutions are designed to turn these pain points into opportunities, aligning security with customer experience to drive long-term trust and growth.
How Creto Does It
Creto integrates advanced analytics, customer interviews, and third-party research to build a 360° market view. We don’t just rely on numbers—we listen, test, and validate our assumptions in real-world scenarios. This approach ensures our insights are actionable and directly inform sales, marketing, and product strategies.
Ideal Customer Profile (ICP) & Buyer Personas
Creto’s go-to-market success relies on a clear understanding of who our customers are, what they need, and how they make decisions. By defining Ideal Customer Profiles (ICPs) and detailed Buyer Personas, we ensure our strategies align directly with customer priorities.
Enterprise Segment
Large organizations with complex infrastructures and global operations. These customers value scale, integration, and regulatory compliance.
Who they are: Fortune 500 companies, multinational enterprises, financial institutions, healthcare providers, and technology giants.
Key needs:
- Enterprise-grade security & compliance (GDPR, HIPAA, SOX)
- Seamless integration across diverse IT ecosystems
- High availability and reliability at scale
- Reducing fraud while protecting user experience
Creto’s approach:
- Delivering advanced identity orchestration that integrates with legacy and modern systems
- Offering enterprise-focused SLAs, onboarding support, and global delivery capabilities
SMB Segment
Small to mid-sized businesses seeking cost-effective, agile solutions that scale as they grow.
Who they are: Startups, e-commerce companies, regional service providers, and growth-focused SMBs.
Key needs:
- Simple deployment with minimal technical overhead
- Affordable solutions that scale with growth
- Quick time-to-value with intuitive user experience
- Security solutions without enterprise complexity
Creto’s approach:
- Pre-packaged, plug-and-play solutions
- Flexible subscription pricing models
- Guided onboarding and self-service documentation
Government & Public Sector
Agencies and institutions where trust, security, and compliance are mission-critical.
Who they are: Local, state, and federal governments, regulatory bodies, and public service agencies.
Key needs:
- Absolute security, privacy, and compliance with strict mandates
- Citizen identity verification and fraud prevention
- Transparent and auditable systems
- Long-term vendor stability and support
Creto’s approach:
- Delivering identity solutions designed for government-scale trust
- Supporting mandates like NIST, FIDO, and Zero Trust standards
- Providing long-term partnerships with reliability and transparency
Customer Journey Mapping
Understanding how buyers move from awareness to advocacy helps Creto tailor touchpoints that drive conversions and retention.
Stages of the journey:
- Awareness – Customers recognize identity challenges through industry content, events, and thought leadership.
- Consideration – They evaluate Creto’s solutions against competitors, relying on demos, case studies, and proof of value.
- Consideration – They evaluate Creto’s solutions against competitors, relying on demos, case studies, and proof of value.
- Decision – Buyers engage with tailored proposals, pilots, and ROI models before purchase.
- Adoption – Customers onboard quickly with guided support, ensuring early wins and measurable value.
- Advocacy – Satisfied customers become champions, driving referrals, testimonials, and long-term loyalty.
How Creto enables the journey:
- Personalized content for each stage (whitepapers, demos, ROI calculators)
- Account-based marketing (ABM) for enterprise deals
- Customer success programs to ensure adoption and retention
