SUSE

Establishing ANZ Public Sector Credentials

SUSE, a global leader in secure, open-source infrastructure, needed a way to strengthen its position within the Australian public sector. While the company had a strong global footprint, it lacked the region-specific content, narrative, and proof points required to resonate with State and Federal Government stakeholders.

Without a clear, contextualised public sector value proposition, SUSE risked being overlooked in an environment where trust, compliance, and alignment to government priorities determine partner selection. To enable a successful government play, SUSE needed content that demonstrated a deep understanding of ANZ public sector challenges and articulated why SUSE was uniquely positioned to address them.

Accelerato was engaged to build this foundation through a flagship public sector whitepaper anchored in rigorous industry research, stakeholder insight, and strategic messaging.

Building a credible, government-ready value proposition for State and Federal buyers.

Services

+ Competitive Analysis
+ Stakeholder Interviews & Insight Development
+ Positioning & Messaging
+ Copywriting

Deliverables

+ Public Sector messaging playbook
+ Public Sector whitepaper

The Brief

SUSE needed a government-specific narrative capable of elevating its relevance and credibility across Australian State and Federal agencies.

Key objectives included:

  • Establish a clear, contextualised public sector value proposition

  • Demonstrate alignment with core government priorities and procurement mandates

  • Build an asset capable of supporting lead generation, thought leadership, and account-based conversations

  • Equip sales and marketing with a credible, government-ready narrative

The task was to create a strategic foundation for SUSE’s entire ANZ public sector motion.

The Solution

1. Insight-Led Research & Stakeholder Analysis

Working closely with SUSE’s product, sales, and marketing teams, Accelerato undertook a structured research process:

  • In-depth interviews with internal public sector specialists

  • Competitive analysis of government-focused market players

  • Examination of ANZ State and Federal digital strategies, policy directions, and procurement frameworks

  • Identification of emerging technology priorities across agencies

These insights uncovered the key messages, concerns, and opportunities that would shape SUSE’s public sector narrative.

2. Public Sector Value Proposition Development

With clear insight into government priorities, Accelerato developed a region-specific value proposition that:

  • Articulated SUSE’s role within the Australian Government context

  • Connected product capabilities to real public sector challenges

  • Highlighted security, interoperability, and sovereign capability, core requirements for ANZ agencies

  • Positioned SUSE as a strategic partner in the government’s digital transformation agenda

This provided SUSE with a credible, defensible narrative built on local context.

3. Whitepaper Creation & Strategic Messaging

Accelerato created a comprehensive public sector whitepaper designed to:

  • Educate agencies on key open-source considerations

  • Showcase SUSE’s alignment with government policy and technology directions

  • Support account teams in elevating conversations to senior stakeholders

  • Serve as a hero asset for campaigns, events, and thought leadership initiatives

The whitepaper became the cornerstone of SUSE’s ANZ public sector marketing efforts.

Accelerato’s Impact

Commercial Outcomes

  • The whitepaper generated 8x its investment in closed-won pipeline

  • Strengthened SUSE’s ability to influence early-stage public sector opportunities

  • Equipped sales teams with a credible asset for C-level and procurement engagement

Strategic & Operational Outcomes

  • A government-ready value proposition aligned to ANZ public sector needs

  • A market narrative grounded in local research and stakeholder insight

  • A flagship asset now used across demand generation, ABM, and thought leadership

  • Greater consistency across product, marketing, and sales conversations

SUSE emerged with a clear, credible, and context-specific public sector foundation, strengthening its presence across Australian State and Federal agencies and enabling deeper engagement with government buyers.

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