Helping Symantec and Red Hat build a successful partnership

Red Hat and Symantec have partnered to offer customers a secure, robust and flexible path to the next generation IT infrastructure. We worked with the combined team to help define their joint propositions, create a go-to-market plan and build tools to drive demand.

The clients

The partnership between Red Hat and Symantec brings together two market leaders in enterprise software. Red Hat is at the forefront of open source software development for enterprise IT. Red Hat solutions are used by 90% of Fortune 500 companies. Symantec is the world’s third largest software company and holds the number one position in many security and information management categories.

The requirement

Red Hat and Symantec’s alliance is focused on offering customers a secure, robust and flexible path to the next generation IT infrastructure. The two companies recognised that to maximise the potential of their partnership they needed to be able to communicate a compelling story to the market, based on a clearly-defined set of joint propositions, and they needed to equip their channels to effectively sell their joint solutions.

Having successfully delivered a number of similar projects for Symantec previously, OneGTM were engaged to help Red Hat and Symantec define their joint propositions and go-to-market plan, and build the tools needed to drive demand.

The project

The first phase of the project was focused on defining Symantec and Red Hat’s joint value proposition, and building the go-to-market plan. As part of this we facilitated a two-day Joint GTM Planning Workshop, involving senior stakeholders from the two businesses to agree which market opportunities to focus on and how to address them. This helped to ensure there was alignment around the go-to-market strategy and plans, as well as enabling valuable sharing of insights and ideas.

There were two key outputs of this initial phase:

• A Joint GTM Plan which defined the target market, joint propositions and go-to-market approach and set out an agreed plan for execution.

• A Joint Message Framework which ensured that the value of the Symantec and Red Hat alliance could be clearly communicated to both internal and external audiences.

Once the GTM Plan and Message Framework were agreed, we then built a series of sales and marketing assets to enable channel partners to generate demand and communicate the joint story to prospective customers. This Go-to-Market Toolkit included a joint brochure, a co-branded white paper, a sales deck, email templates, landing page copy and articles for use on social media. We also developed a Briefing Guide for channel partners to help them understand the opportunity that the Symantec and Red Hat alliance offered to them.

The outcome

The process built stronger alignment across the joint Red Hat and Symantec team and enabled the two companies to go-to-market with a clear story based on a well-defined set of propositions. The Go-to-Market Toolkit was well received by channel partners and helped to drive demand for the joint solutions.

What they said

“OneGTM did a great job in helping us define our joint value proposition and go-to-market approach, and then building the tools that our channels need to generate pipeline. The fact that they were able to provide end-to-end support from planning through to delivery helped to ensure a successful outcome and reduced the demands on internal resources.”


Penta Stanley, EMEA Partner Marketing Lead, Symantec