$1.2M
An architecture practice closed it entirely inbound.
Kim Cloutier, an architect, closed a $1.2M project entirely through inbound. The sales conversation was half as long, because the trust work happened before the meeting.
Read the result →For Machine Manufacturers · $5M to $50M Revenue
Your production runs on a system. Ours is built to feed it.
PINAVOX brings shop-floor discipline to the commercial side: a repeatable way to attract, educate and win the right buyers when sales take months, not days.
Proven at a Machine Manufacturer, Before PINAVOX Was Founded
Real numbers from IMPACK, a real machine company.
50%
Sales cycle cut at IMPACK
600%
300 → 2,000 monthly visits in 14 months at IMPACK
16×
From 6 paid leads a year to 8 free inbound leads a month at IMPACK
CAD $246K
IMPACK machine sale of CAD $245,960 traced to one comparison article
$2.2M
Pipeline from inbound leads at IMPACK
At IMPACK, we cut the sales cycle by 50% doubled revenue in about two years, and grew organic traffic 600% in 14 months, from about 300 to nearly 2,000 monthly visits. These are my numbers as Director of Revenue. The same method is what I now install as the Production Visibility OS. They are a record, not a promise that your company will see the same result.
Since IMPACK
The same method, in other companies.
Quebec
A first U.S. customer, through content.
A lighting manufacturer in Quebec was contacted by its first U.S. customer, who found them through the content they published. They weren't even pursuing the U.S. market.
Read the result →Lumisa · AI for technical sales
One agreed answer, for the whole sales team.
Lumisa is our AI agent. It turns your experts' answers into sales-ready content your reps can use right away.
Lumisa turns your experts' knowledge into one agreed answer your whole sales team can use. Join the waitlist to get early access.
Join the Lumisa waitlist →
Your Guide
Stefan Badertscher
Ten years at IMPACK Packaging, a Canadian machinery manufacturer, 2013 to 2023, Director of Revenue from 2017. The system was built and measured in the last three of those years: I rebuilt the commercial side of the company from the ground up, and that work became the foundation of the Production Visibility OS.
- I co-authored the French edition of They Ask, You Answer. Marcus Sheridan is the author of the English book. Forbes listed it in 11 Marketing Books Every CMO Should Read.
- The German edition's foreword mentions IMPACK, where I built this, on pages 14 to 17. I am named there as Head of Marketing and Sales. I did not write that edition.
- Certified They Ask, You Answer coach, certified directly by Marcus Sheridan
- TEC Canada / Vistage speaker. I coach industrial leaders across North America and Europe
- I deliver workshops and coaching in English, French, and German
What Working Together Looks Like
Not a retainer. Not a course. A system you install, then run.
Step 1 · Strategy call
Find your constraint
A conversation about your pipeline and your proposals, structured around the nine modules. In 30 minutes you get three things: where your pipeline is blind, which module to install first, and a written next step within 24 hours.
Book a 30-minute strategy call →Step 2 · First 90 Days
Install the foundation
Start with a Lumisa pilot, baseline your real numbers, align the whole team, and get your first follow-ups and content live in sales. At Day 90 you decide whether to continue. If not, you keep the PVOS work: baseline, Blueprint and content.
See the first 90 days →Step 3 · The Rhythm
Activate module by module
Weekly group coaching, one module activated at a time, until your team runs the whole system without you in the room. You progress through the belts as you go.
See the system →The Real Problem
Most machine manufacturers don't have a sales problem. They have a dependency problem.
Production runs on systems. Commercial growth often rests on a few people.
Key salespeople, trade shows and partners bring in the next opportunities.
When one link breaks, the pipeline becomes hard to predict.
Without the OS
- Reactive revenue cycles
- Wasted proposals to unqualified buyers
- Long, unpredictable sales cycles
- Leadership flying blind on capacity
- Growth dependent on heroics & trade shows
With the OS
- Steady inbound from educated buyers
- Proposals only for qualified opportunities
- At IMPACK, we cut the sales cycle by 50%
- Leadership plans production with confidence
- A documented commercial system that runs consistently
“One single deal that closed directly off a published article paid back two full years of our entire marketing and sales investment. That alone made it a no-brainer.” Dominic Theriault , President & Founder, IMPACK
The Solution
The Production Visibility OS
A commercial operating system built specifically for machine manufacturing companies. It's not a campaign, a tactic, or an outsourced marketing retainer. It's a structured system you install inside your business, then stabilize, tune, and improve over time, like any other critical process.
Its purpose is simple: give your leadership team a clear, predictable view of production demand, so you can plan capacity, hiring, and growth with confidence six months ahead.
From unpredictable sales → visible production demand.
“Engineering has been IMPACK's heart since day one. What Stefan built on the commercial side, the way buyers now arrive informed before they ever speak to sales, let that engineering reach a global market. The content engine he installed still works for us today.” Mathieu Tremblay , Managing Director, IMPACK
The Three Pillars of Your Commercial Engine
Attract. Convert. Execute.
The Production Visibility OS has three pillars and nine modules. Each pillar holds three modules, activated in the order that fits your specific constraint.
01
Attract
What if the buyers looking for what you make found you first?
They discover your company, learn from it, and arrive already understanding your value, before they ever contact sales.
- The Trust Engine
- The Fuel Supply
- The Human Formula
02
Convert
What if buyers arrived at the first call already educated?
Deals move on a predictable timeline instead of dragging for a year, because the trust work happened before you sat down.
- The Progress Snapshot
- The Deal Accelerator
- The Authority Builder
03
Execute
What if your team ran the whole thing without you?
The system works consistently, owned by your people, instead of depending on you and two or three key salespeople.
- The Alignment Catalyst
- The Execution Planner
- The Accountability Booster
“Excellent training on using your website as a marketing tool. Stefan masters the subject and offers good solutions.” Marc-André Martineau , Sales Director, Premium Industrial Group (Overhead Cranes) · LinkedIn recommendation · translated from French
Where the content comes from
Nobody on your team has a spare day a week to write.
That is the objection that kills most content efforts, and it is a fair one. Your engineers are engineers. Your salespeople are selling. Handing them a blank page and a deadline does not end well.
So you do not get a blank page. Lumisa, our AI for technical sales teams, takes what your experts already explain on calls and drafts buyer answers, follow-ups and articles from it. Your team reviews and approves everything that goes out.
First
Lumisa learns your answers
From your existing material and interviews with the people who answer these questions all day. Your tone, your vocabulary, the way your company explains a spec.
Then
Lumisa drafts
Buyer answers, follow-ups and articles, structured the way buyers read them. Not generic copy: your answers, organized.
Always
You decide
You pick the questions worth answering and you approve what goes out. That judgement is the part no tool can do, and the part that makes the content yours.
Lumisa works inside The Trust Engine, one of the nine modules, and it is built on the They Ask, You Answer framework, listed by Forbes in 11 Marketing Books Every CMO Should Read and which I co-authored in French.
How It Works
A 12-Month Installation Roadmap
Three clear milestones. Each one builds on the last. At the end of 12 months, your team runs the system independently.
01
Days 0 to 90
Production Visibility Blueprint
Your Lumisa pilot runs on real deals, your teams align around one commercial direction, and you decide whether to continue.
- Lumisa pilot set up, baseline captured
- The whole team aligned in one workshop
- First real follow-ups and content in sales conversations
- At Day 90 you decide whether to continue
02
Days 90 to 180
Deal Flow Optimization
The first modules are activated to improve how deals move through your pipeline.
- Buyers arrive to sales conversations already educated
- Clear qualification criteria before proposals are created
- A measurable reduction in wasted engineering hours and proposals. We get that by gating who gets a proposal, by asking better questions before engineering time is spent.
03
Month 12
Six Months of Production Visibility
By month 12 the system is documented and your team is running it.
- Steady inbound discovery from educated buyers
- Shorter, more predictable sales cycles
- A documented commercial system that runs consistently
- Leadership plans production confidently
“Everyone understood how important our marketing is, and that it takes contribution from everyone.” Philipp Hollerer , Owner, Care4IT · after the Team Alignment Workshop
Best Fit
Built for successor leaders running machine manufacturing companies.
The Production Visibility OS works best if you already have the foundation, and want to build a system that lasts, not a dependency on an outside agency.
✓ This is for you if…
- Your company builds machines and earns $5M to $50M a year
- You already have a capable sales team in place
- You have at least one person responsible for marketing
- You want to build internal capability, not outsource everything
- You understand that buyers now research suppliers online before contacting sales
× This is NOT for you if…
- You believe your current sales system is already perfect
- You want to outsource all marketing to agencies
- You refuse to modernize how industrial buyers research suppliers today
- You believe salespeople should simply keep chasing prospects forever
The basics
Questions machine manufacturers ask first
What is the Production Visibility OS?
+
At IMPACK, we cut the sales cycle by 50%, doubled revenue in about two years, and grew organic traffic 600% in 14 months, from about 300 to nearly 2,000 monthly visits. The Production Visibility OS is the system behind that work. It installs nine modules across three pillars, Attract, Convert and Execute, so your commercial side runs on a documented process the way your production side already does. It is designed to bring a steady flow of inbound leads and enough visibility to see about six months of production demand ahead. Those IMPACK results are my record, not a promise that your company will see the same numbers.
How is this different from hiring a marketing agency?
+
An agency produces the content and keeps the capability. When the retainer ends, the output stops and you have built nothing internally. PINAVOX installs the system inside your company and trains your team to run it, so the engagement is designed to end with your people operating it without us. Our comparison page sets out when an agency genuinely is the better choice.
How long before we see results?
+
The 90 days are built to give your own deals a shorter, clearer sales cycle. Once you publish consistently, visibility for machine manufacturers often improves quickly, depending on how crowded your industry already is online. We do not promise dates or numbers.
What size of company is this for?
+
Machine manufacturers doing roughly $5M to $50M a year are our focus, especially successor-led companies. The key is having someone inside the business who can help own the work. We check that fit together on the strategy call.
Do we have to create all the content ourselves?
+
You own the thinking. You do not do the typing. Your engineers and salespeople hold the knowledge buyers are searching for, and no outside writer has it. Lumisa, our AI for technical sales teams, drafts the content from that knowledge, and your team reviews and approves it. Buyer answers, follow-ups and articles arrive as drafts, instead of a blank page and a deadline. It runs on the They Ask, You Answer framework.
Who actually writes the articles?
+
Your team, with Lumisa. Lumisa learns how your engineers and salespeople explain things, from your own material and interviews, and drafts articles from that same knowledge. It sits inside the Trust Engine module. Your team's job is choosing the topics and approving the answers, which is the part only you can do.
What happens in the first 90 days?
+
We set up your Lumisa pilot and capture your real baseline numbers, the leadership, sales and marketing teams align in one workshop, and your reps send their first real follow-ups. At Day 90 you decide whether to continue, and if you stop you keep the PVOS work built so far: baseline, Blueprint and content.
Ready to find out?
Book a 30-minute strategy call
A 30-minute conversation about your pipeline, deal flow, and commercial system. No pitch. No pressure.
Book a 30-minute strategy call →