Cybersecurity (GRC) SaaS company
Cyrima is a Jira-native GRC and compliance automation platform that transforms security and compliance work — audits, controls, and regulatory requirements into structured, ready-to-run backlog tasks inside the project management tool teams already work in.
It targets regulated industries navigating frameworks like NIS2, DORA, and GDPR, with its core audience being mid-sized and large enterprises in healthcare, financial services, and critical infrastructure facing mandate-driven compliance deadlines.
Despite strong product-market fit and a real regulatory tailwind pushing buyers toward compliance tooling, Cyrima struggled to translate that underlying value into market traction — showing up as an undersold "Jira security plugin" rather than the category it actually competed in, without a validated ideal customer profile, clear positioning, or a pricing model built to convert.
The issue wasn't the product. It was everything around it.
Cyrima was showing up in the market as a "Jira security plugin" — a category that undersold what it actually did, and one that buyers weren't searching for. There was no validated picture of who the ideal customer actually was, just an assumption that "companies that use Jira" was specific enough. The pricing model had a €0-to-€700 cliff with nothing in between, which is exactly the kind of gap that stalls mid-market deals before they start. And the channel strategy hadn't caught up to where compliance buyers and technical evaluators actually spend their time.
Go Global's engagement started with the research. A full competitive and regulatory landscape scan across the EU, UAE, and APAC. A look at how G2 categorizes GRC and compliance tooling — and where Cyrima could credibly claim more than one category.
The research pointed to a sharper answer than "Jira users." Two mandates were doing the work of urgency for Cyrima before Cyrima even entered the room: DORA was pulling financial services companies toward compliance tooling on its own timeline, and NIS2 was doing the same for healthcare and critical infrastructure.
The first-priority ICP — mid-sized (50–250 employees, €10–50M revenue) and large regulated enterprises with a mandate-driven deadline already on their calendar.
A second tier — IT services, software development, and cloud companies with compliance obligations of their own — filled out the addressable market.
And a partner tier — MSSPs, ICT integrators, GRC advisory firms, and auditors including the Big Four — became the multiplier: the people who could shorten an enterprise sales cycle that no single SaaS company sells its way through alone.
With the ICP clarified, the positioning followed. Cyrima stopped competing as a generic Jira add-on and started claiming the ground it actually occupied: a GRC and compliance automation platform for regulated industries navigating NIS2, DORA, and GDPR — inside the project management tool their teams already lived in.
The pricing model got the same scrutiny. A perpetual free Essentials tier removed any urgency to convert. The jump straight to €700/month with no bridge left mid-market buyers with nowhere to land.
And the €2,500 Enterprise tier didn't yet offer enough differentiation to justify the premium.
The fix: tighten Essentials with real usage caps and feature gates, replace the open-ended free tier with a 7–14 day premium trial that forces a decision, and build out Enterprise with the dedicated support, custom integrations, and SLA commitments that actually earn the price point.
The sales strategy was built to run four plays at once rather than betting on a single motion. Product-led growth through a tightened freemium and the Atlassian Marketplace as the primary organic acquisition channel. SEO-driven inbound around the compliance automation keywords regulated buyers actually search. Outbound enterprise pipeline through ABM aimed at CISOs and compliance officers, opened by warm intros from the partner network.
Marketing followed the same buyer, wherever they already were: Atlassian Marketplace SEO and review generation, listings across G2, Capterra, Gartner Peer Insights, and TrustRadius (placing Cyrima in more categories than "GRC Tools" alone), a ProductHunt launch, PR outreach to outlets like TechCrunch and Dark Reading, a certification program for GRC practitioners as both a lead magnet and a lock-in play, and a founder-led LinkedIn presence to build category authority.
As a result, Cyrima received:
This created a solid foundation for scalable growth in a highly regulated market, without burning resources on unfocused outreach.
This case demonstrates how Go Global works with:
This case clearly shows why go-to-market execution fails when companies jump straight into tactics, skipping a strategic layer and market analysis.
Real growth in regulated and competitive B2B markets happens only when all four levels of B2B marketing are aligned:
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