Founded in the last five years, with over 300 employees in the Middle East, the UAE based fintech player has a strategic focus to expand their product offerings beyond their exisiting UAE market. It provides a solution for the digitalisation of the physical cards (payment systems), and also digital payment trasaction soliution for the B2B users in the UAE. The raneg of soolutions were focused on prepaid cardss, BNPL (buy now pay later), foregin currencies, and also other credirt / debit cards. The Company’s Head of Strategy, and Head of Sales (Comercal) is looking forward to tap the international markets, and explore new rwgins to enter in the GCC.
Table of Contents
The Challenge
- Existing market entry playbook lacked validation and actionable insights for realistic expansion.
- Limited visibility into competitors’ sales, marketing, and product strategies.
- Over-reliance on secondary research and channel partner feedback without concrete market intelligence.
- No clear direction for regional prioritization, value proposition, positioning, or pricing strategies.
The company engaged GreyRadius Consulting to build a robust, data-driven market and competitive intelligence-led Go-to-Market (GTM) strategy.
The Solution
GreyRadius implemented a 3-step GTM strategy development and enablement approach:
- Step 1: Gathering Intelligence
- Competitive Intelligence: Assessed top-tier competitors’ market expansion, sales plays, growth strategies, and product differentiation through 70+ interviews and secondary research.
- Buyer Intelligence: Conducted interviews with prospective buyers to analyze pricing dynamics, budget allocation, adoption criteria, and purchasing behavior.
- Market Intelligence: Defined TAM, SAM, and SOM, segmented by product/solution type and utilization scale to prioritize market opportunities.
- Step 2: Defining the Report Structure
Developed a comprehensive 6-18-36 month GTM roadmap, including revenue targets, market entry sequencing, sales/marketing strategies, and partner identification. - Step 3: GTM Enablement & Delivery
Created an execution plan for content marketing, organic and performance campaigns, partner conversions, and staffing with clear growth KPIs.
“The GTM plan shared by GreyRadius is exceptionally detailed. The depth of competitive insights and validation for the Saudi and GCC4 regions has given us full clarity on market preferences for our healthcare and fintech solutions.”
Chief Strategy Officer, UAE-based Fintech
The Impact
- 35% reduction in time spent on manual research.
- 20% increase in lead generation and focused sales targeting.
- Strategy teams now deliver faster, insight-backed recommendations to leadership.
- Quarterly insights reports guided market positioning and COVID-19 response strategies.
By the Numbers
| Metric | Result |
|---|---|
| Time Spent on Manual Research | 35% Optimized |
| Lead Generation | +20% Increase |
