Sangoma Technologies Corporation (SANG): ANSOFF MATRIX [Dec-2025 Updated]

You're looking at Sangoma Technologies Corporation's next big growth move after a transformative period, and honestly, the strategy is laid out clearly in this Ansoff Matrix. Having spent years mapping growth for major firms, I see a playbook balancing aggressive penetration-where average revenue per customer already jumped 19% in Q1 Fiscal 2026-with calculated expansion into new global markets, all while sitting on debt reduced to $47.9 million by FY 2025 end and recurring revenue over 90%. This isn't just theory; it shows exactly where Sangoma Technologies Corporation is placing its bets, from integrating their new AI platform to eyeing non-core SaaS acquisitions. Dive in below to see the concrete actions driving their next phase.

Sangoma Technologies Corporation (SANG) - Ansoff Matrix: Market Penetration

Market Penetration for Sangoma Technologies Corporation centers on deepening relationships within the existing customer base of over 100,000 customers, who collectively utilize over 2.7 million UC seats.

Target existing customers for cross-selling the all-in-one Sangoma Suite bundle. This strategy is supported by the fact that services now account for 92% of total revenue as of Q1 Fiscal 2026, reinforcing the shift to a recurring revenue model. The success of bundling is evidenced by the 6% increase in total bookings year-over-year in Q1 Fiscal 2026.

Focus sales efforts on closing larger deals, specifically those exceeding $10,000 in Monthly Recurring Revenue (MRR). This focus aligns with observed trends, as the company reported seeing growth in average booking sizes as customers increasingly adopt integrated bundles. The underlying metric supporting this is the 19% year-over-year increase in average revenue per customer reported in Q1 Fiscal 2026.

Leverage the Pinnacle Partner Program, which officially launched on November 12, 2024, to drive channel sales volume in current US markets. This program is structured across three tiers: Base, Summit, and Pinnacle. To ensure partner readiness, Sangoma Technologies has achieved onboarding CSAT scores of 97%.

Aggressively capture market share from competitors exiting the on-premises communications sector. This strategy showed traction in the third quarter of Fiscal 2025, where revenue from core on-premises solutions and phone product lines increased quarter-over-quarter, reflecting strategic share gains following competitor exits from that market.

Increase average revenue per customer, which already grew by 19% year-over-year in Q1 Fiscal 2026. This growth is a key indicator of successful upselling and cross-selling within the current installed base.

Here are some key financial and operational metrics relevant to the Market Penetration strategy:

The execution of this strategy relies on several internal capabilities:

• Maintain industry-leading churn at less than 1% for Fiscal 2025.
• Drive adoption of integrated bundles to increase deal size.
• Utilize the Pinnacle Partner Program with its dedicated support structure (CREWS) and Quoting Concierge Desk.
• Focus on high-margin opportunities, as Gross Margin reached 72% of revenue in Q1 Fiscal 2026.

Sangoma Technologies Corporation (SANG) - Ansoff Matrix: Market Development

You're looking at how Sangoma Technologies Corporation is pushing its existing UCaaS/CCaaS platform into new areas, which is the core of Market Development. This follows the completion of their internal transformation phase.

The company already serves over 100,000 global customers, managing more than 2.7 million Unified Communications (UC) seats. Sangoma Technologies Corporation is now outwardly focused on go to market, specifically expanding its portfolio into new geographies.

International Geographies and Deployment Models

Sangoma Technologies Corporation offers its enterprise-grade communications suite available for cloud, hybrid, or on-premises deployments. This flexibility is key for entering new markets where cloud-only adoption might be slower. The strategy involves meeting customers where they are in their cloud journey, offering a robust portfolio that allows them to choose their path.

Wholesale Channel Expansion

To reach a broader base of service providers, Sangoma Technologies Corporation is utilizing its wholesale channel. They launched the Pinnacle Partner Program in November 2024 to strengthen indirect sales channels. Management has noted they are specializing in these wholesale partner solutions, improving the program and support infrastructure for partners. The company's channel accounts for 84% of SMB IT Spending Worldwide, based on 2023 estimates.

Penetrating the Higher End of the Mid-Market

Sangoma Technologies Corporation is actively moving beyond its traditional Small to Medium Business (SMB) focus to target the higher end of the mid-market, which is where new AI technologies are enabling a stronger value proposition. The SMB market accounts for 44% of all IT spending, with UC spend estimated at US$33B in 2023. The shift in deal size is concrete evidence of this penetration:

New Vertical Market Entry

The strategy includes entering new vertical markets, focusing on four or five key areas where Sangoma Technologies Corporation plays strongly. This is exemplified by specific partnerships:

• Healthcare: Partnered with Sphinx Medical Technologies on January 21, 2025, to launch a Patient Relationship Management (PRM) system integrated with CallMyDoc®, which boasts 99.999% Uptime.
• Education: Announced a strategic partnership with Quicklert on July 16, 2025, to help schools comply with Alyssa's Law and enhance campus safety.

Financial Context for Market Development Execution

The company has positioned itself for this growth phase with a cleaner balance sheet. For Fiscal Year 2025, Total Revenue was $236.7 million, with Adjusted EBITDA reaching $41.0 million, representing 17% of revenue. The focus on higher-margin recurring revenue, now representing more than 90% of the business, supports these expansion efforts. In the first quarter of Fiscal 2026 (ended September 30, 2025), revenue was $50.8 million, with an Adjusted EBITDA margin of 16% ($8.3 million). The company has reduced its total debt to approximately $42.8 million as of Q1 Fiscal 2026.

Sangoma Technologies Corporation (SANG) - Ansoff Matrix: Product Development

You're looking at how Sangoma Technologies Corporation is pushing new offerings into its existing customer base-that's the Product Development quadrant. The focus here is clearly on embedding intelligence across the portfolio and expanding service depth.

The foundation for this is the Sangoma GenAI Platform, which Sangoma Technologies Corporation unveiled in January 2025. The immediate action is integrating these new AI-driven features into all core products. This isn't just theoretical; Sangoma is targeting specific verticals where this intelligence matters most. For instance, the platform supports a Patient Relationship Management (PRM) System, developed in partnership with Sphinx Medical's CallMyDoc®, which integrates with Electronic Health Records (EHRs) to automate appointments and telehealth communications. This focus aligns with the company's stated concentration on key verticals like health care, Education, distributed enterprise, retail, and hospitality.

Next, consider the productivity tools. The Sangoma Scribe transcription and summarization tool is being enhanced. It already provides transcription, summarization, and sentiment analysis for voice records, and it has been enthusiastically received, quickly gaining adoption among users. The goal here is to make this tool even more indispensable for contact center agents, helping companies make smarter decisions from conversations.

To build out the recurring revenue base, which already stands at over 90% of total revenue as of Q1 2025, Sangoma Technologies Corporation is introducing new managed services. These services specifically cover connectivity and security, complementing the existing UCaaS, CCaaS, and CPaaS offerings. This shift toward higher-margin recurring services is evident, as the gross profit margin reached 72% of total revenue in Q1 2026, up from 67% in Q4 2025.

Finally, the investment to fuel this development is concrete. Sangoma Technologies Corporation is planning an incremental $2 million investment in Selling, General, and Administrative (SG&A) expenses to support growth initiatives. You can map this spend directly to the AI-driven Research and Development (R&D) for the platform. This investment is happening while the company is showing tangible results from its strategic focus, evidenced by the average revenue per customer increasing by 19% year-over-year in Q1 2026. Furthermore, deal sizes are significantly larger, moving from an average of $500 a month to closing deals in the $20,000 to $30,000 a month range. The total debt has also been reduced to $42.8 million as of Q1 2026.

Here's a look at some of the key financial metrics supporting this product development strategy:

The push into AI and specialized managed services is designed to capture higher-value deals, as seen by the growth in average booking size.

• Integrate AI features from Sangoma GenAI Platform.
• Develop industry-specific applications like PRM system for health care.
• Enhance Scribe transcription and summarization tool.
• Introduce new managed services for connectivity and security.
• Invest incremental $2 million in SG&A for AI-driven R&D.

Finance: finalize the Q2 2026 operating expense forecast incorporating the planned $2 million SG&A increase by next Tuesday.

Sangoma Technologies Corporation (SANG) - Ansoff Matrix: Diversification

The Diversification quadrant of the Ansoff Matrix for Sangoma Technologies Corporation involves entering entirely new markets with new offerings. This strategy is supported by the significant strengthening of the balance sheet achieved in Fiscal Year 2025.

The reduced debt level provides the financial flexibility to pursue inorganic growth, such as acquiring a complementary SaaS company outside of the core communications space. Total debt at the end of Fiscal 2025 stood at $47.9 million, representing a reduction of approximately 40% from the prior year. This deleveraging, alongside Free Cash Flow generation of $32.9 million for Fiscal 2025, positions Sangoma Technologies Corporation to act on M&A opportunities.

A key component of diversification involves developing a dedicated Managed Security Service Provider (MSSP) offering. This targets the mid-market, a segment where cybersecurity investment is accelerating. Global cybersecurity spending is expected to grow by 12.2% in 2025. Furthermore, security software, which would underpin an MSSP offering, is projected to grow at a 14.4% year-on-year rate in 2025. Sangoma Technologies Corporation is already focusing on key verticals including education, health care, distributed enterprise, retail, and hospitality, which are all areas with heightened security needs.

Entering the financial technology (FinTech) space is a natural extension of the Communications Platform as a Service (CPaaS) focus. CPaaS is a market projected to grow to $34 billion next year (2026). Specifically, the Banking & Financial Services (BFSI) sector is a key adopter of CPaaS for secure, seamless communication. Small and medium enterprises (SMEs), a segment Sangoma Technologies Corporation targets, show a projected CAGR of 20.8% in CPaaS adoption from 2025 to 2035.

The strategic shift away from low-margin hardware resales is already yielding results, directly supporting the move toward high-margin software-only revenue streams. Revenue from core platform products and services now represents more than 90% of the business. This focus is reflected in the improved average deal size, which has increased significantly from an average of $500 a month to closing deals in the $20,000 to $30,000 a month range, with one recent deal at $25,000 a month of MRR.

Expanding the open-source community projects, namely Asterisk and FreePBX, into an adjacent technology domain outside of core communications represents a high-leverage diversification path. Sangoma Technologies Corporation is the primary developer and sponsor of these projects.

The financial position at the close of Fiscal Year 2025 provides the foundation for these diversification moves:

The success in driving higher-value contracts is evident in the shift in average monthly recurring revenue (MRR) size:

• Average Deal Size (Start of Transformation)
• $500 a month
• Average Deal Size (Recent Performance)
• $20,000 - $30,000 a month range
• Largest Recent Deal MRR
• $25,000 a month

The company is concentrating its go-to-market efforts on specific verticals where its platform can add stronger value:

• Education
• Health care
• Distributed enterprise
• Retail
• Hospitality