GrammaTech

Launching a new category for Developer-Native Security delivers 5x pipeline.

GrammaTech's application security suite was aimed at CISOs, but adoption lived with developers. The go-to-market motion was upside down. For GrammaTech, the strategic pivot was to flip the buying motion entirely, reframing CodeSonar and CodeSentry around DevSecOps workflow value and naming a new category: developer-native security. The campaign was simple and focused on developers as our champions, who then created internal demand and sold the value upward to security leadership. In that engagement, naming the category created pipeline rather than simply improving campaign messaging. Results included a 5x increase in developer-sourced pipeline, a 35% ebook-to-demo conversion rate, and enough demand to justify two new SDR hires within 90 days. Within a year, the software products division was acquired, resulting in a successful founder exit