Founded in 2014, Trinetra is a Canadian IT firm specializing in enterprise software development and IT consulting, with core expertise in Enterprise Integration (EI). The company has successfully delivered solutions across Manufacturing, Utilities, and Healthcare sectors but aimed to evolve beyond a project-based model and establish a scalable Enterprise Integration service offering across North America.
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The Challenge
- Lack of a clear, structured GTM strategy tailored for Enterprise Integration services.
- Limited visibility into the most lucrative geographies and industry segments in Canada and the U.S.
- No client segmentation based on product-market fit or solution readiness.
- Absence of a scalable sales and marketing infrastructure aligned with growth objectives.
- Difficulty in prioritizing internal investments and aligning capabilities for expansion.
The Solution
GreyRadius designed a two-phase GTM transformation program to enable Trintera to scale its Enterprise Integration services in North America:
- Phase 1: GTM Strategy
- Conducted market attractiveness assessment across Canadian provinces and 5+ U.S. states using the MCCI (Market, Competitive, Customer Intelligence) framework.
- Performed TAM/SAM/SOM modeling to identify high-potential zones aligned with Trintera’s strengths.
- Developed Segment Definition Cards to map buyer personas, pain points, budgets, and sales triggers.
- Created GTM Strategy Cards using the Enter–Acquire–Deliver model for demand generation and delivery readiness.
- Applied the Ansoff Matrix to visualize market expansion and client mining opportunities.
- Phase 2: GTM Execution & Enablement
- Developed a 1‑, 3‑, and 5‑year Gantt-based execution roadmap covering business development, ABM, channel outreach, and content strategy.
- Created detailed investment and activity plans with budgets, sequencing, and internal dependencies.
- Designed scalable sales and marketing team structures with roles, KPIs, and ownership.
- Delivered a GTM Enablement Playbook including team KRAs, OKRs, and quarterly performance tracking mechanisms.
The Approach
- Stakeholder Alignment: Conducted workshops to define goals, expectations, and success metrics.
- Market Sizing: Completed TAM, SAM, SOM analysis to identify white spaces and growth opportunities.
- Opportunity Evaluation: Applied the proprietary MCCI framework to determine high-potential regions and industries.
- Segmentation & GTM Strategy: Built GTM cards across 6+ client segments with product-market fit and sales triggers.
- Execution Planning: Developed a phased GTM roadmap with budgets, interdependencies, and clear activities.
- Designing for Scale: Structured sales and marketing teams with defined roles, benchmarks, and growth plans.
- GTM Playbook Delivery: Delivered a complete enablement playbook with KPIs, KRAs, and governance models.
The Impact
- Prioritized 5+ high‑potential markets across Canada and the U.S.
- Identified 6+ client segments with strong product‑market fit.
- Delivered a GTM roadmap with 20+ actionable initiatives mapped to 3 execution phases.
- Proposed scalable sales and marketing structures ready for immediate recruitment and enablement.
- Created a full GTM enablement plan with KPIs, budgets, and quarterly performance tracking.
“GreyRadius provided a clear path from GTM strategy to execution. The roadmap and enablement playbook have given us the clarity and tools to scale our Enterprise Integration services across North America.”
Founder, Trintera
