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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:

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

Value Proposition & Messaging Framework

A clear and compelling value proposition is the foundation of any successful go-to-market strategy. It defines why customers should choose Creto over alternatives, highlights unique differentiators, and tailors the story to resonate with each target persona.

Core Value Proposition

Creto empowers enterprises to secure digital identities seamlessly and at scale. By combining advanced authentication, fraud prevention, and compliance capabilities, Creto eliminates friction for users while ensuring trust for businesses.

In short: Secure access. Frictionless experience. Enterprise confidence.

Differentiators

Creto stands out in the market through five key differentiators:

  • Identity-Centric Security – Built around identity-first principles, not bolt-on solutions.
  • Seamless User Experience – Frictionless login and access that enhances—not hinders—engagement.
  • AI-Powered Fraud Detection – Real-time behavioral intelligence that predicts and prevents attacks.
  • Enterprise-Grade Scalability – Designed to support millions of users without compromising speed or security.
  • Regulatory Alignment – Compliance baked in (PSD2, HIPAA, GLBA, CPRA), reducing legal and operational risk.

Messaging by Persona

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:

1. CIO / CTO

  • Message: “Future-proof your organization with identity as the foundation of security and growth.”
  • Value: Scalable, innovative, and aligned with long-term digital transformation.

2. CISO / Security Leader

  • Message: “Stop threats before they start with identity-driven security intelligence.”
  • Value: Risk reduction, fraud prevention, and compliance made simple.

3. Product / Customer Experience Leader

  • Message: “Deliver seamless digital experiences that keep users engaged and loyal.”
  • Value: Lower friction, improved satisfaction, and reduced churn.

4. Compliance / Risk Officer

  • Message: “Stay compliant with evolving regulations—without slowing down business.”
  • Value: Confidence that every identity interaction meets legal and audit requirements.

How Creto Does It

At Creto, we don’t just help you build a Go-to-Market Playbook—we co-create it with you to ensure it’s tailored, actionable, and scalable. Our methodology blends strategy, execution, and continuous optimization.

Deep Discovery & Alignment

  • We begin with workshops to understand your product, target audience, and market realities.
  • Our team works with your leadership, sales, and marketing to ensure complete alignment before moving forward.

Persona & Segmentation Frameworks

  • We design precise customer personas backed by research, analytics, and behavioral insights.
  • Segmentation models help you prioritize high-value accounts and optimize resource allocation.

Messaging & Value Narrative

  • We craft messaging frameworks that highlight your unique value proposition for each audience.
  • Our approach ensures consistency across sales decks, websites, social campaigns, and executive pitches.

Channel & Execution Strategy

  • Whether through direct sales, digital marketing, partnerships, or events, we identify the right channels.
  • Each channel comes with recommended tactics, KPIs, and timelines for execution.

Enablement & Playbooks

  • We create ready-to-use sales and marketing collateral, talk tracks, objection handlers, and customer journey maps.
  • Training sessions ensure your team can confidently execute the strategy from day one.

Measurement & Iteration

  • We don’t stop at delivery. Creto integrates analytics dashboards and KPI scorecards to measure results.
  • Continuous feedback loops allow us to refine strategies as market conditions evolve.

Coaching & Strategic Support

  • Beyond the playbook, Creto partners with your team as an ongoing advisor.
  • From quarterly reviews to hands-on coaching, we ensure your GTM strategy adapts with growth and keeps outperforming competitors.

Product Positioning & Packaging

Product Positioning & Packaging defines how your solution is perceived in the market and ensures it resonates with the right audience. This section focuses on shaping a compelling narrative that highlights your product’s unique value, differentiates it from competitors, and aligns with customer needs. It also emphasizes packaging strategies—such as pricing tiers, bundles, and service options—that make your offering easy to understand, purchase, and adopt.

Product Tiers & Bundles

Our solution is designed to meet organizations where they are and grow with them. We package our offerings into three distinct tiers that ensure scalability, flexibility, and value alignment:

  • Essential – Built for fast-moving organizations that need to start strong. Includes core identity capabilities such as secure authentication, baseline compliance tools, and quick integrations to accelerate time-to-value. Perfect for startups, SMBs, or teams launching digital transformation initiatives.
  • Professional – Designed for mid-market and growing enterprises seeking deeper control. Adds advanced functionality such as adaptive authentication, fraud detection, risk analytics, and API-level flexibility. Helps organizations optimize operations while keeping customer and workforce experiences seamless.
  • Enterprise – Our most robust and customizable offering. Tailored for complex, global organizations with diverse needs across multiple business units. Features include enterprise-grade governance, AI-driven analytics, advanced compliance certifications, and dedicated support. Ideal for regulated industries and mission-critical operations.

We also provide modular add-ons such as fraud prevention packs, AI insights, and compliance accelerators, so customers can tailor the solution without unnecessary complexity.

Use Cases & Industry Fit

Our platform is built to serve mission-critical use cases across industries, delivering both security and experience at scale.

Financial Services

  • Digital onboarding with real-time KYC/AML checks
  • Multi-factor authentication for banking application
  • Proactive fraud detection to safeguard transactions
  • Ensuring compliance with PSD2, GLBA, and regional regulations

Healthcare

  • Secure patient identity and medical record access
  • HIPAA-compliant authentication flows
  • Streamlined telehealth login experiences
  • Identity federation across hospitals and partner networks

Retail & E-commerce

  • Frictionless checkout with identity verification at purchase
  • Fraud prevention to reduce chargebacks
  • Single sign-on across loyalty programs and apps
  • Personalization driven by secure customer profiles

Public Sector & Government

  • Digital citizen identity platforms
  • Workforce identity governance for agencies
  • Compliance with national data regulations
  • Secure access for cross-border or inter-agency collaboration

Cross-Industry Use Cases

  • Workforce identity lifecycle management
  • Customer onboarding and engagement
  • Zero Trust implementation and compliance readiness
  • Fraud prevention and continuous authentication

Pricing & Licensing Strategy

We believe pricing should be predictable, transparent, and tied to measurable value. Our licensing strategy is designed to align cost with customer outcomes, not hidden fees.

  • Subscription Model – Annual or multi-year subscriptions with per-user or per-transaction pricing. Ideal for organizations that want predictable budgeting and elastic scalability.
  • Enterprise Licensing – Custom contracts designed for large organizations with complex or global deployments. Includes unlimited user models, enterprise SLAs, and strategic partnership support.
  • Value-Based Add-Ons – Customers only pay for what they need: advanced fraud modules, industry compliance packs, or AI-powered analytics can be added to any tier.
  • Flexible Incentives – Discounts for long-term commitments, bundled packages for multi-product adoption, and tailored pricing for regulated industries.

Our strategy ensures that whether a customer is testing a small pilot project or rolling out a global initiative, they can adopt at the right scale—without overpaying.

How Creto Does It

At Creto, we believe identity solutions should be flexible, transparent, and built for scale. That’s why our pricing and licensing model is designed to grow with you—whether you’re a startup looking for cost efficiency or a global enterprise needing complex integrations.

Subscription-First Approach

At Creto, we believe identity solutions should be flexible, transparent, and built for scale. That’s why our pricing and licensing model is designed to grow with you—whether you’re a startup looking for cost efficiency or a global enterprise needing complex integrations.

Enterprise Agreements for Scale

For large organizations with complex requirements, Creto provides enterprise licensing that simplifies global adoption. This allows you to align costs with long-term digital transformation goals while maintaining compliance.

Value-Based Add-Ons

Our modular approach means you can start with core capabilities and add advanced features like biometric authentication, AI-driven fraud detection, or workforce identity modules as needed. This ensures you invest only in what brings value to your business.

Flexible Incentives & Partnerships

Creto works closely with clients and partners to provide tailored packages, discounts, and bundles that maximize ROI. Whether it’s volume-based licensing or industry-specific incentives, we adapt pricing to match your strategy.