Case Study | BigPanda

BigPanda saw that machine-learning technology could be applied to learn about data center operations and begin to automate some of the fixes instead of sending every alert to a data practitioner. As the path to this new category of product became clearer, BigPanda landed on a label for the category: autonomous digital operations, or ADO. 

 
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“Now we have our North Star.”

Assaf Resnick

Assaf Resnick BigPanda

Challenge

In early 2018, BigPanda’s web site pitched the company as an “alert correlation platform.” The company was founded in 2012 by Assaf Resnick and Elik Eizenberg, and had raised more than $51 million in funding from top-tier investors including Sequoia Capital, Mayfield, and Battery Ventures.

Yet the company was playing in a busy, established category of products that collected and sorted incoming alerts within data centers. The leadership team had bigger ideas, and turned to Category Design Advisors to help pull out and solidify those ideas and define a new category around them.

Solution

Software that gathers and sorts alerts sees a great deal of information about what’s going on in a data center. BigPanda saw that machine-learning technology could be applied to learn about data center operations and begin to automate some of the fixes instead of sending every alert to a data practitioner. As the path to this new category of product became clearer, BigPanda landed on a label for the category: autonomous digital operations, or ADO.

CDA worked with the leadership team to develop the ADO category and forge a tangible category story, which Resnick and his team used to rally the rest of the company. Engineers, marketers, sales teams and every other part of the company bought into ADO as the new North Star that guided everything they’d do.

Results

“The category design process helped us dramatically sharpen and improve our category and direction, and develop messaging and positioning around it,” Resnick says. “It forced us to align the entire company behind that category. It helped us find our go-to-market strategy, and align marketing and sales.”

In the early months after launching ADO, the category caught the industry’s attention, but at that point the greatest benefit was still the internal alignment. “It’s still unclear whether we are our own wave with ADO, or we’re on a surfboard riding on top of a bigger wave,” Resnick says. “Either way, category design helped us sharpen our position and get it across in a much more organized and scalable way. It is the intellectual foundation for where we’re heading.”

 

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