4subsea

About the Client

Global leader in offshore infrastructure monitoring

4subsea helps energy providers monitor the structural integrity of offshore oil rigs and wind turbines. They also provide data-driven insights to shipping operators on the operability of their ships on the high seas.

They do this by combining engineering domain expertise with data analytics and digital services to create a digital twin of physical infrastructure. This helps customers maximise the lifetime of assets, reduce operational costs, minimise downtime and optimise future projects through data-driven design.

Established in 2007, 4subsea's customers include the world's major energy operators, shipping companies and suppliers of subsea equipment. Their digital platform — 4insight® — aggregates data from many diverse sources including sensors, real-time weather feeds, shipping sub-systems and enterprise systems to support customers' real-time decision-making and post-event analysis.

Engagement Type

Business Model & GTM Strategy

Key Deliverables

Value Proposition definition
Value Chain mapping
Sales Funnel strategy
Channel Strategy framework
Business Model and GTM Action Plan

The Brief

Bringing 4insight^® to a wider audience

4subsea approached Aitheria Partners to help define an effective Go-To-Market plan for the 4insight® platform. The platform offers a huge opportunity for customers' data scientists and engineers to analyse diverse datasets, identify insights and create visualisation dashboards.

"However", Peter Jenkins, 4subsea CEO acknowledged, "we're challenged to raise awareness of this hugely powerful capability across our customer base and beyond".

Our Engagement

A two-day workshop in Oslo

Following initial online engagement to gain a thorough understanding of 4subsea's opportunities and challenges, we facilitated a two-day workshop in Oslo attended by 4subsea's Senior Leadership Team together with Product Management and Product Marketing leaders. Using the Aitheria Partners Business Model Framework, we analysed each aspect of the Business Model and GTM approach across four focus areas.

Value Proposition

A succinct definition of business value in the eyes of influencers, decision makers and end-users — the foundation for all sales and marketing activity.

Value Chain

Mapping how value arises for different stakeholders — from suppliers, OEMs, partners, system integrators and customers — to identify leverage points and partnership opportunities.

Sales Funnel

Tactics to raise awareness, drive sales, encourage product engagement and generate word-of-mouth advocacy across the target ecosystem.

Channel Strategy

Establishing a framework to identify the right channel partners to achieve reach and scale across the energy, shipping and related sectors.

Outcomes

Engagement outcomes

Clearly Defined Business Model

Including clarity on business value to shape compelling sales and marketing collateral in the language of the customer.

Commercial Strategy

With the right balance across Software-as-a-Service (subscription), Hardware (unit price) and Services (time and materials).

GTM Action Plan

Customer and partner engagement plan with clear ownership, dependencies and opportunities for collaboration between teams.

Cross-Function Alignment

Across CEO, COO, CCO, CTO, Sales, Marketing and Product Management on the strategy and plan to drive awareness, sales and product engagement.

Client Feedback

What the team said

The Aitheria engagement has really helped us gain clarity and align on a plan to bring the power of 4insight® to a much broader audience across the ecosystem.

Peter Jenkins

CEO, 4subsea

Patrick was impressive. Without extensive knowledge or background from this industry, he picked up on things with apparent ease and asked questions that really made the team reflect. Truly an impressive facilitator.

Frank Bangsund

VP Marketing, 4subsea