We help early-stage DevOps and Cybersecurity startups find what actually makes them different, and build the GTM to prove it.
12-week GTM acceleration program
Most teams blame the SDRs, the leads, or the market. The root cause is almost always upstream, in the positioning strategy.
Positioning is the foundation underneath your homepage, your sales deck, and every engagement your team has with the market. When it's wrong, nothing downstream can fix it.
Most companies do some version of buyer research — a few customer calls, a competitor scan, a workshop. But there's a gap between "we did some research" and "we did the research." Surface-level inputs produce surface-level positioning.
Every category now has 10+ players claiming to be AI-powered, developer-first, and enterprise-grade. The words have stopped meaning anything. When your positioning doesn't claim territory that's genuinely yours, buyers can't tell you apart.
The most common instinct after raising a Series A is to go broad — more personas, more use cases, more verticals. But positioning that tries to speak to everyone resonates with no one.
Response rate climbs from 2-3% to 8-12% because your message hits a nerve buyers recognize.
First calls convert because the sales deck tells a story the buyer already believes.
Your homepage stops describing features and starts describing the buyer's world — and inbound follows.
Marketing and sales are aligned and speak the same message.
Our Solution
500+ data points of buyer and competitive research, turned into positioning, messaging, and sales assets we'll deploy together.
Our research framework collects and analyzes competitive intelligence, buyer language, and market signals before we ever meet. Founder workshops then surface what data can't — internal dynamics, product nuances, and strategic context.
We synthesize everything we've learned into a positioning framework that's differentiated, credible, and built specifically for your market. Validated with your founding team before anything gets deployed.
We don't hand off a strategy for someone else to execute. Every deliverable is finished — grounded in the research and written for your buyers. We work with your team to help it go live.
Deliverables are only valuable if your team can run with them. We walk your sales team through every asset — sales deck, outbound, battle cards — so they understand the positioning behind it, not just the words on the slide.
About Us
We built GTM together at Zesty, and grew revenue from $1M to $25M in 2 years.
Innit Labs is that same partnership, now available to your team.
Engineer turned CMO. After a decade in engineering, Ido shifted to product marketing and never looked back. He's built positioning and messaging for over a dozen DevOps and cybersecurity startups — from AI SOC to FinOps and infrastructure automation.
I hired both Ido and Alex and watched them build Zesty's GTM together. What made them unusual is that they actually operated as one unit — positioning, messaging, and sales execution all moving in the same direction. They're the rare combination of strategic and hands-on, and they never ship anything they don't believe in.
Why Innit Labs
Every deliverable is written, built, and ready to deploy — homepage copy, sales deck, outbound sequences, call scripts, and objection playbook. You receive finished work that goes live immediately, not a framework to hand off and figure out.
A complete picture of your competitive landscape, buyer psychology, and sales patterns — collected before we ever meet. Workshops for founders insights and product nuances then surface what data couldn't.
We've built GTM for DevOps and cybersecurity companies from seed to growth — positioning, messaging, sales process, and deal execution. You get the full spectrum, not a specialist who covers one piece.
Most consultancies hand over the deliverables and move on. We stay available for positioning reviews, competitive landscape updates, campaign iteration, and sales coaching — so your GTM keeps improving after the engagement ends.
We'll analyze your positioning against your top competitors and show you exactly where it's falling short.
Takes us 2 hours to prepare, 30 minutes to walk through.
Innit Labs Vs. Alternatives
Most DevOps and cybersecurity startups try consultants, agencies, or DIY before they find us. Here's why they were never going to be enough.
| The Old Way | The Innit Labs Way | |
|---|---|---|
Research Depth |
×Some research, heavily weighted toward past experience and pattern matching |
500+ data points analyzed before any recommendation |
GTM Expertise |
×Marketing or sales — rarely both, never integrated |
CMO and VP Sales working from the same research |
Deliverables |
×Strategy deck with advice. Execution is your responsibility. |
Finished assets written, built, and ready to deploy |
Industry Specialization |
×Generic B2B playbooks applied to any industry |
Built exclusively for DevOps and cybersecurity startups |
Time to results |
×Six-plus months of trial, error, and wasted spend |
GTM foundation complete and live in 8 weeks |
Post-engagement |
×Engagement ends. You're on your own. |
Ongoing advisory and GTM coaching available after launch |
Pricing
Tangible deliverables built from your research, written for your market, and ready to deploy from day one.
A marketing hire and sales hire operating on broken positioning costs $135K in six months — before ad spend. Deliverables go live by week 8. The remaining four weeks are enablement, coaching, and iteration based on early performance data.
From leading our rebrand to producing high-impact videos and running two major conference activations - Ido brought a rare mix of deep technical understanding and creative energy that took Radiant to new heights.
He's the kind of partner you can fully trust, treats your brand like his own, and consistently delivers results.
Ido went above and beyond, crafting our strategic narrative, brand messaging, and product design elements under tight deadlines.
Ido's ability to translate complex concepts into compelling stories made our website launch a huge success. I highly recommend working with him.
Besides his vast knowledge of Cloud and DevOps technology, Ido is a brilliant marketer with exceptional creative skills. Ido's presence, dedication, and passion for our success make him an integral part of the team.
I highly recommend working with Ido. He was exactly the partner I was looking for to help us level up our marketing.
From leading our rebrand to producing high-impact videos and running two major conference activations - Ido brought a rare mix of deep technical understanding and creative energy that took Radiant to new heights.
He's the kind of partner you can fully trust, treats your brand like his own, and consistently delivers results.
Ido went above and beyond, crafting our strategic narrative, brand messaging, and product design elements under tight deadlines.
Ido's ability to translate complex concepts into compelling stories made our website launch a huge success. I highly recommend working with him.
Besides his vast knowledge of Cloud and DevOps technology, Ido is a brilliant marketer with exceptional creative skills. Ido's presence, dedication, and passion for our success make him an integral part of the team.
I highly recommend working with Ido. He was exactly the partner I was looking for to help us level up our marketing.
Absolutely. Most of the companies we work with already have marketing talent in-house. What's usually missing isn't headcount — it's the foundational positioning and messaging that everything else should build on. We create that foundation so your marketing person can execute on solid ground instead of guessing.
Because specialization is exactly what we preach. We've spent our careers in these markets — we understand the buyers, the competitive landscape, the technical nuance, and the sales cycles. That depth is what lets us move fast and deliver positioning that actually resonates with your specific audience.
A marketing hire and a sales hire operating on broken positioning costs $135K in six months — before ad spend. Our engagement delivers the positioning foundation, finished GTM assets, and sales enablement in 12 weeks. The ROI math isn't close.
We don't disappear. We offer ongoing advisory for positioning reviews, competitive updates, campaign iteration, and sales coaching. Most clients keep us on retainer because GTM isn't a one-time project — it's a continuous process that needs to evolve with your market.
Deliverables go live by week 8. Most clients see measurable changes in outbound response rates and website engagement within the first month after launch. The remaining four weeks are enablement, coaching, and iteration based on early performance data.
We'll analyze your positioning against your top competitors and show you exactly where it's falling short. Takes us 2 hours to prepare, 30 minutes to walk through.
Free Positioning Audit