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The Opportunity

Workflow automation is our fastest path to net-new revenue.

We've identified a segment that accounts for $40M ARR, requires a product we don't yet offer, and is actively shopping competitors this quarter.

Market Sizing
$40M

Addressable segment we currently don't serve

2,200
High-intent accounts
18K
Average deal size
Q2
Buying window

Who We Target

  • → Mid-market ops teams (50-500 employees)
  • → Multi-tool environments (Slack, Asana, Salesforce)
  • → 10+ manual handoffs per week
  • → Engineering bottleneck averse

How We Differentiate

  • ✓ No-code builder (vs. Zapier scripts)
  • ✓ Native audit trail (vs. Workato black box)
  • ✓ SOC 2 Type II out of the box
  • ✓ Transparent per-workflow pricing
"
Two competitors ship this quarter; the window is now.

Workato announced their mid-market tier in January. Zapier is piloting audit trails with 200 beta customers. If we wait until Q3, we enter as a third alternative in a category that's already defined—losing positioning leverage and forcing us to compete on price.

Cost of delay: $12M in pipeline at risk if we miss the Q2 buying cycle.

Launch Plan

Tier 1: Anchor Launch

Week of April 15

  • → Product Hunt launch
  • → Press release + tier-1 tech outlets
  • → Webinar series (3 sessions)
  • → LinkedIn campaign ($40K)

Tier 2: Momentum

Weeks 2-6

  • → Customer case studies (4)
  • → Influencer partnerships
  • → Retargeting + SEO buildout

Tier 3: Scale

Weeks 7-12

  • → Paid search expansion
  • → Industry event activations
  • → Partner co-marketing (Slack, Asana)
  • → Analyst briefings (Gartner, Forrester)

Ongoing

  • → Weekly content cadence
  • → Community engagement
  • → Sales enablement refresh

90-Day Timeline

Week -2 to 0

Pre-Launch

  • • Beta customer testimonials
  • • Press kit finalization
  • • Sales training complete
  • • Paid media setup
Week 1 to 6

Launch

  • • Tier 1 activation (Week 1)
  • • First webinar (Week 2)
  • • Case study releases (Week 3-5)
  • • Momentum measurement
Week 7 to 12

Scale

  • • Tier 3 expansion
  • • Partner integrations live
  • • Analyst coverage secured
  • • Q3 planning kickoff

Goals & Measurement

Goal Metric Target Owner
Generate qualified pipeline MQLs → SQLs 450 MQLs Demand Gen
Drive trial signups Free trial starts 1,200 Growth
Establish thought leadership Earned media placements 12 tier-1 PR
Enable sales conversations Asset downloads 800 Content
Convert to revenue Closed-won deals (Q2) $3.2M ARR PMM + Sales

Resources Required

$

Budget

$900K
  • • Paid media: $420K
  • • Content production: $180K
  • • Events & activations: $160K
  • • Tools & tech: $80K
  • • Agency support: $60K

Headcount

+2
  • • Sr. Content Marketer (IC)
  • • Launch Program Manager
  • • Start date: April 1
  • • Fully loaded cost: $320K/yr

Tooling

5
  • • Marketing automation upgrade
  • • Video production suite
  • • ABM platform (6sense)
  • • Analytics expansion
  • • Influencer mgmt tool

Projected Return

$8.4M
Pipeline generated (Q2-Q3)
9.3x
ROI on marketing spend
Decision Required

Approve tier-1 launch: $900K + 2 hires

This investment protects our position in a $40M segment and delivers $8.4M in pipeline by end of Q3. Every week of delay costs us competitive positioning and shifts buyer intent to alternatives already in market.
Contact for questions or approval:
Sana Qureshi
Lead Product Marketing Manager • sana.qureshi@relay.io