CAPABILITIES
Sales and Marketing
Going to Market with Conviction
In a highly competitive market, technology innovators can easily overlook an
inconvenient truth about business building: a high-quality product cannot succeed
without market awareness. Having collaborated repeatedly with our companies on goto-market plans, Bain Capital has extensive technology sales expertise at all stages
of growth. When executives at our companies want to rethink how they reach and
close prospects, they can tap into our accumulated experience, identify best potential
approaches and get help from Bain Capital specialists in implementing changes.
Our
know-how is also informed by the other verticals in which Bain Capital invests, including
industrial, healthcare, consumer and financial and business services, which are often
end-markets for our technology companies. We particularly draw from our consumer-facing businesses, where customer engagement takes place on an ever-expanding
digital frontier. Our teams help growing companies better understand their own
strengths and stories and present these to the market in a way that moves existing and
potential customers into action.
If IT decision-makers aren’t aware of an offering, they obviously won’t buy
it. Lack of top-of-funnel awareness hinders all of the go-to-market motion
– it’s harder to get meetings for sales, harder to get emails opened. We
are experienced at partnering with management to take a superior
product solution, which may not yet be well known nor well understood
in an end-market, and creating a sense of awareness and relevance
with end-customers. And tying this to disciplined and high-performance
pipeline conversion.
Matt Freeman
Partner,
Bain Capital Private Equity
Case Study
Optimized for scaled growth in the sales function
When Bain Capital came across the opportunity to invest in ExtraHop, an
innovative provider of enterprise cybersecurity, we saw a company that had the
potential to achieve accelerated growth but was early in its sales and marketing
design evolution.