Entering the Logistics Market: From acquisition to launch – VTEX Tracking

About the company

VTEX is a cloud-based digital commerce platform empowering enterprise retailers to build sophisticated e-commerce stores, marketplaces, B2B operations, and omnichannel strategies.

• Scaleup
• B2B SaaS
• 18 operating locations
• 38 countries with active online stores
• 2020

The Challenge

In early 2020, VTEX acquired dLieve, a startup specialized in logistics and last-mile delivery solutions. This acquisition presented the exciting challenge of integrating dLieve into the VTEX platform, which involved rebranding, product repositioning, and developing a comprehensive go-to-market (GTM) strategy. Furthermore, it marked VTEX’s entry into the logistics market, requiring us to establish credibility with new personas and navigate a competitive landscape.

The Goal

• Successfully sunset the dLieve brand and relaunch the product as VTEX Tracking;
• Achieve adoption by at least 10 VTEX customers within the first quarter post-launch;
• Increase pipeline deal conversion rates by 5% with the addition of this new capability;

My Role

During the post-merger integration (PMI) process, I played a central role in bringing VTEX Tracking to market:

• GTM Strategy & KPI Alignment: I defined and aligned the GTM strategy and key performance indicators (KPIs) with stakeholders, taking into account the diverse needs of different audience segments.
• Rebranding & Product Positioning: I significantly influenced decisions regarding the naming, positioning, and integration of the new logistics capabilities into the VTEX product portfolio. This involved addressing strategic questions about standalone vs. cross-selling approaches, user retention, and long-term product roadmap considerations.
• Messaging & Market Positioning: I collaborated with branding, design, product, and C-level teams to craft compelling messaging and market positioning that resonated with a broad range of personas, including internal teams, existing and potential customers, former dLieve clients, industry analysts, and investors. The messaging was designed to support both upselling to existing clients and attracting new customers.
• Channel Strategy: I worked closely with marketing colleagues to define the optimal channels for reaching target audiences in each region, developing inbound marketing flows, CRM rules, and engaging content to announce and promote VTEX Tracking.
• Sales & Customer Success Enablement: I led the development of a comprehensive suite of sales enablement and customer success resources. This included creating sales decks, marketing collateral, objection handling guides, demo environments, product one-pagers, detailed product briefs, training materials, and effective sales playbooks for SDRs, account executives, and customer success managers.
• Performance Monitoring & Reporting: I tracked key performance metrics and regularly reported results to executive leadership and peer groups.

Results and Impact.

• 100% Customer Adoption Goal Achieved: We successfully met our target of VTEX’s customers adoption within the first quarter of launch.
• Strong Pipeline Growth: The launch of VTEX Tracking generated a substantial pipeline for new monthly recurring revenue (NMRR), indicating strong market interest and potential for future growth.

Key Learnings

Initially, VTEX strategy was to have VTEX Tracking as a standalone offering available to both existing and new customers (including those not already using the VTEX platform). However, after the first month, data revealed that this approach added complexity to the GTM process and negatively impacted pipeline health.

Non-VTEX customers, primarily small and medium-sized businesses, proved to be a costly and less ideal customer segment compared to our focus on enterprise accounts. As a result, we adjusted our strategy to position VTEX Tracking exclusively as an add-on feature for existing VTEX customers, streamlining our GTM efforts and focusing on our core market. Ultimately, VTEX Tracking was sunsetted, and its key features were integrated into the more robust VTEX OMS and Pick and Pack solutions.

Thanks to: Lucas Bacic, Maíra Rabelo, Thaís Souza.