GTM Case Study

Written By Lynn Elliott

How a Sharp GTM Playbook Turned IMAX’s Streaming Tech into an Industry Award Winner

GTM Case Study – IMAX StreamSmart®

Background

Challenge:

Streaming businesses are under financial pressure to boost profitability by finding new revenue streams or cutting costs, with CDN delivery expenses being one of their largest technology- related burdens.

Opportunity:
IMAX identified an opportunity to help streaming services save 15%-25% on distribution costs with no visible impact to video quality.

Solution:

IMAX launched StreamSmart, a cloud-based SaaS platform that uses patented IMAX VisionScience™ perceptual quality measurement technology to dynamically optimize encoding and remove bits that viewers won’t see. This ensures that StreamSmart always prioritizes quality while maximizing bitrate savings.

 

Positioning

Target Audience:

Streaming services and distributors looking to optimize their encoding and reduce distribution costs without compromising quality.

Value Proposition:

Guaranteed ROI: Save 15%-25% on distribution costs without compromising video quality. With pricing tied to a fraction of the cost savings, it ensures a risk-free and cost-effective solution.

Competitive Differentiation:

IMAX VisionScience: Patented IMAX VisionScience is the most accurate algorithm of the human visual system. Based on 20+ years of research, it has over 50 patents, 100,000+ citations worldwide and numerous awards including 2 Emmys. It is the gold standard of objective perceptual video quality metrics. StreamSmart uses this unique VisionScience technology to protect and optimize both quality and bitrate more effectively than any other metric or method.

 

GTM Strategy

  • Developed a messaging framework tailored to both technical buyers (engineers, CTOs) and business stakeholders (CMOs, studio executives, distribution partners).

  • Segmented audience into Streaming Tiers for targeted GTM activities.

  • Defined KPIs for success — adoption rate in first 180 days, incremental ARR.

  • Aligned positioning with IMAX’s brand equity in quality and innovation, differentiating on both performance and viewer experience.

 

Execution

  • Partnered with product and engineering to create a clear feature narrative and roadmap alignment.

  • Built sales enablement assets: pitch decks, ROI calculators, competitive battlecards, and technical FAQs.

  • Led implementation on AWS Partner network as well as partner onboarding, including hands-on demos, technical documentation, and integration support.

  • Produced content to position IMAX VisionScience as the standard for video quality measurement — webinars, technical blog posts, press releases, and case studies.

 

Results

  • Drove 50% ARR growth in year one

  • Won several “Product of the Year” industry awards – driving awareness and contributing to significant pipeline growth

  • Newly launched AWS Marketplace presence built improved strategic relationships with AWS sales teams, positioning us for incremental growth.

 

Key Learnings

  • Adaptability: Validating messaging early with technical users and adjusting as we gained insight ensured rapid adoption and strong retention

  • Alignment: Leading with the IMAX brand and viewer experience ensured company-wide alignment

  • Collaboration: Cross-functional collaboration between marketing, sales, and product teams was key to aligning product value to market need.

 

Lynn Elliott
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