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PINAVOX

About

I rebuilt the commercial side of a machinery manufacturer. Now I install that system for others.

Ten years at IMPACK Packaging, a Canadian machinery manufacturer, 2013 to 2023, Director of Revenue from 2017. Trade shows, installations and customer plants in 27 countries. What worked there is now PINAVOX.

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Stefan Badertscher, founder of PINAVOX

Stefan Badertscher

Founder · PINAVOX

The story

How the Production Visibility OS™ came to exist.

01

The IMPACK Decade

I trained as a mechanical engineer, MSc from ETH Zurich, and then spent 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 from the ground up, replacing reactive sales with a system the whole team could run. I was inside the company, not advising it from outside.

02

Twenty-seven Countries, One Pattern

Those ten years took me to 27 countries. Trade shows, installations, and the plants of the packaging converters who ran our equipment. The thing I kept noticing was at the trade shows: hall after hall of machinery manufacturers building genuinely excellent equipment, companies I had never heard of and could find almost nothing about online. Their machines were not the problem. Finding out they existed was. That is a strange thing to walk past when you build machines yourself, and it is the gap PINAVOX exists to close.

03

The Numbers

Over the last three years of that period, the method that became the Production Visibility OS produced: 600% organic traffic growth in 14 months (from about 300 to nearly 2,000 monthly visits), from 6 paid leads per year to 8 free inbound leads per month, sales cycles cut by ~50% (IMPACT case study: Packaging Equipment Supplier Cuts Sales Cycle in Half), CAD $245,960 from one comparison article, and $2.2M in pipeline generated by inbound leads.

04

Why I Started PINAVOX

I kept seeing other machine manufacturers, good companies with great machines and trustworthy people, struggle with the same problems we'd solved. Long sales cycles. Wasted proposals. No production visibility. They didn't need another marketing agency. They needed a system. So I built one.

05

What I Actually Believe

Machine manufacturers get sold marketing when what they need is a system that helps sales. Those are different jobs. Marketing that wins awards and marketing that shortens a sales cycle rarely look the same, and in this industry only one of them matters. I do not think your problem is that not enough people have heard of you. I think your problem is that revenue depends on two or three people, and nobody has written down how it works.

06

Has It Worked Since IMPACK?

At IMPACK, we cut the sales cycle by 50% (IMPACT case study: Packaging Equipment Supplier Cuts Sales Cycle in Half), doubled revenue in about two years, and grew organic traffic 600% in 14 months, from about 300 to nearly 2,000 monthly visits. The framework behind it has been used by companies in many industries. I saw it work at IMPACK, and in other industries, which is why I now offer it. I focus on industrial companies because that is the field I know best. The results named on this site are the cases I can document, starting with IMPACK, where I did this work before founding PINAVOX.

07

Where the OS Came From

The Production Visibility OS is the codified version of what worked at IMPACK, turned into an installable system. The principles are not new. The integration into a complete commercial operating system for machine manufacturers, that part is new.

What IMPACK leadership says

On my decade at IMPACK, in their own words.

"Stefan joined IMPACK when our annual revenue was around $800,000. Over ten years he built our international sales presence across more than twenty countries. In his final three years he rebuilt the commercial side of the business, the inbound system that still brings educated buyers to our sales team today. 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. When he told me he wanted to help other manufacturers do the same, I supported him to leave and start PINAVOX."

Dominic Theriault

President & Founder, IMPACK

"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

In the room

Workshops, keynotes, and coaching, with leaders who run real factories.

Vistage and TEC Canada peer groups. Industrial CEO retreats. Manufacturing association events.

The conversations are direct, technical, and grounded in the operational reality of machine manufacturing. No theory. No slideware that doesn't survive the production floor. Delivered in English, French or German.

Stefan Badertscher presenting to an industrial leadership audience
Stefan Badertscher with Marcus Sheridan holding the French edition of They Ask, You Answer

With Marcus Sheridan after the French co-authored edition went to print.

A note from Marcus Sheridan

From reader to co-author in four years.

"Stefan was leading the marketing team at IMPACK (a Canadian niche B2B manufacturer) and read They Ask, You Answer, quickly falling in love with its teachings. After watching it have an incredible effect on IMPACK's growth and success, he reached out one day and asked if he could translate the book for French-speaking readers.

One day he's reading the book. Four years later, his name is on it. How impressive is that? Well done Stefan." Marcus Sheridan, author of "They Ask, You Answer" · from his October 31, 2024 LinkedIn post

Credentials

Where the methodology comes from.

01

MSc Mechanical Engineering, ETH Zurich

I read the machine before I read the marketing report. It is why the technical conversation with your engineering team is a short one.

02

Co-author, French edition of "They Ask, You Answer"

I co-authored the French edition, Ils demandent : vous répondez, with Marcus Sheridan (Éditions JFD, 2024).

French edition, Ils demandent : vous répondez, by Marcus Sheridan, translated by Stefan Badertscher (Éditions JFD)
03

Featured success story, German edition of "They Ask, You Answer"

IMPACK is the success story in the foreword of the German edition, pages 14 to 17, under a heading about how a small Canadian company gained a foothold in 27 markets. I am named there as Head of Marketing and Sales. Marcus Sheridan wrote the English book. I did not write the German edition.

German edition of They Ask, You Answer featuring the IMPACK success story
04

Certified "They Ask, You Answer" coach

Certified directly by Marcus Sheridan.

05

Vistage / TEC Canada expert speaker

I coach industrial leaders across North America and Europe on commercial systems for manufacturers.

If you want the detail rather than the biography: the Production Visibility OS explains what actually gets installed, the the first 90 days covers what happens immediately, and the comparison page says plainly when a sales hire, an agency or a coach is the better choice. The numbers live in the results.

Elsewhere

In print, and on the record.

I am also listed on the consign team page.

About Stefan

Questions people ask before booking

Who is Stefan Badertscher?

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I am the founder of PINAVOX. I trained as a mechanical engineer (MSc, ETH Zurich) and spent ten years at IMPACK Packaging, a Canadian machinery manufacturer, 2013 to 2023, Director of Revenue from 2017. I co-authored the French edition of Marcus Sheridan's They Ask, You Answer and now install the Production Visibility OS inside machine manufacturing companies.

What did you actually do at IMPACK?

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I rebuilt the commercial side of the business. Over the last three years that produced 600% organic traffic growth in 14 months (from about 300 to nearly 2,000 monthly visits), a move from six paid leads a year to eight free inbound leads a month, sales cycles cut by roughly half (IMPACT case study: Packaging Equipment Supplier Cuts Sales Cycle in Half), a CAD $245,960 machine sale traced to one comparison article, and $2.2M in pipeline generated by inbound leads. IMPACK's president and managing director have both gone on record about it.

Is PINAVOX a marketing agency?

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No. An agency produces content for you and keeps the capability when the retainer ends. PINAVOX installs a commercial system inside your company, run by your own team, and the engagement is designed to end with your people running it without us in the room. If an agency is the better fit for your situation, our comparison page says so plainly.

Do you work in languages other than English?

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Yes. Workshops, coaching sessions and strategy calls are delivered fluently in English, French and German. I am the first certified French-language coach for the They Ask, You Answer framework, and I co-authored the French edition of the book.

Has the method worked outside IMPACK Packaging?

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Yes. The framework behind it has been used by companies in many industries. I saw it work at IMPACK, and in other industries, which is why I now offer it. I focus on industrial companies because that is the field I know best. The results named on this site are the cases I can document, starting with IMPACK, where I did this work before founding PINAVOX.

What size company is this built 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.

Ready to find out?

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A 30-minute conversation about your pipeline, deal flow, and commercial system. No pitch. No pressure.

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