SuiteFiles was founded in Wellington in 2012, built to get accounting firms away from scattered storage and email-based file sharing. Over a decade later, more than a thousand firms across New Zealand, Australia, the UK, and North America run their day-to-day client work through it. Somewhere in that growth, SuiteFiles stopped being a document storage tool and became an intelligent workspace. The marketing hadn't caught up.
We helped them build a story as competitive as the product.
THE BRIEF
The SuiteFiles team originally came to us looking for content production support. What they actually needed was strategic leadership, someone to set the direction and build the systems while they hired and onboarded a marketing leader who could carry it forward. We’d step in as their outsourced CMO.
THE CHALLENGE
SuiteFiles had no senior marketing leadership in house, and their approach to communication had become reactive, a scattershot of tactics without an overarching strategy tying them together. The team needed someone to set direction fast, inside a 90-day window, without sacrificing quality.
MARKETING STRATEGY
SuiteFiles had rebuilt itself from the ground up, with a new logo, a new interface, and a platform now built to hold a firm's day-to-day work in one place. The messaging hadn't caught up. It existed, but in pieces, with no throughline connecting what the product had become to how anyone talked about it. We built that the campaign architecture that message had been missing, a narrative sturdy enough to hold its shape everywhere SuiteFiles meets a customer, and precise enough to shape how the team talks about the product internally. Alongside it, we built a repeatable framework for launching new features, so every release could draw on the same foundation rather than starting again from nothing.
“I met Maddy at SNH...her ability to articulate what accounting firms wanted, and also how she initially understood what value we could add was compelling. When I was looking to revamp our messaging and our strategy to highlight the changes we were bringing to the market, she was the perfect choice.”
— Daniel Rock, Chief Revenue Officer, SuiteFiles
OUTSOURCED CMO LEADERSHIP
We supported the hiring and onboarding of SuiteFiles' new marketing leader, then built the systems, frameworks, and processes she needed to own and scale the strategy on her own. The full engagement moved in a 90-day sprint, fast enough to match the pace SuiteFiles needed, without cutting the corners that make fast work forgettable. The result was stronger alignment across SuiteFiles' leadership and marketing, with a structure in place to sustain long-term growth.
“...it was very collaborative, and we were challenged in our thinking where appropriate. I felt the process actually brought out the best in us.”
— Daniel Rock, Chief Revenue Officer, SuiteFiles
MARKETING AUDIT
Money shouldn't be spent on advertising without a return on investment. When we ran a critical audit of SuiteFiles' existing marketing channels, we found channels that had gone unmonitored for years, with no clear sense of what was actually working. We identified where budget was being wasted, including on fraudulent ad traffic, and reallocated those funds toward the channels driving real results.
“...it's allowed us to take advantage of the renewed product push we've had. We've had great results so far this year. Secondly, I've had competitors notice, and comment on the change... and seen them make changes as a result.”
— Daniel Rock, Chief Revenue Officer, SuiteFiles
PRODUCT POSITIONING
We repositioned SuiteFiles as an intelligent workspace platform, pulling them out of the feature-for-feature race every other document management tool was running, and centered the story on the operating system firms actually run their work through. Soon after the new positioning launched, competitors began repositioning themselves the same way — a signal that the strategy had tapped into the purest value of the product and was creating market pull.
Results & Impact
Repositioning a growing platform and need a partner who can lead the strategy? Here's the full scope of what we delivered for SuiteFiles.
Developing a clearly defined brand narrative, giving SuiteFiles a consistent story to share across their marketing channels.
Providing embedded marketing leadership and support, helping their team execute the new go-to-market strategy while building the internal capabilities they would need to sustain it long-term.
Reviewing existing marketing channels and activity to clarify priorities, establish consistent messaging, and guide smarter resource allocation.
Repositioning SuiteFiles within the B2B SaaS space, centering their value as an intelligent workspace platform.
“It’s a fantastic experience, it will challenge your thinking (in a good way) and allow you to maximize the opportunities you have.”
— Daniel Rock, Chief Revenue Officer, SuiteFiles