For Machine Manufacturers · $10M–$50M Revenue
Your production line runs on a system. Your commercial side doesn't. Yet.
I help machine manufacturers build a commercial system as reliable as their production line. It is designed to do two things: bring you a steady flow of inbound leads, and cut your sales cycle roughly in half. That is what puts six months of production demand in front of you.
What Working Together Looks Like
Not a retainer. Not a course. A system you install, then run.
Step 1 · The Audit
Find your constraint
A structured diagnostic of your commercial side across nine areas. You leave knowing exactly where your revenue depends on people instead of a system.
Book the audit →Step 2 · First 60 Days
Install the foundation
Baseline your real numbers, align the whole team, get your first content live in sales. At Day 60 you decide whether to continue. If not, you keep everything.
See the first 60 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.
Revenue depends on two or three key salespeople, a trade show calendar, and a partner network that takes years to build and walks out the door when one relationship ends. The production side runs on systems, SOPs, measurable inputs and outputs. The commercial side runs on people. And when the people are good, it works. Until they leave, or burn out, or you need to grow faster than your network allows.
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
- Sales cycle reduced by up to 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
Proven at a Machine Manufacturer, Before PINAVOX Was Founded
Real numbers. Real machine company.
Results achieved by Stefan Badertscher as Director of Revenue at Impack Packaging. The same methodology now installed as the Production Visibility OS™.
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 stabilise, 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.
“My biggest project to date, a $1.2 million PassivHouse home, came 100% through inbound. The sales conversation was half as long as it would have been a few years ago, because the trust work happened before we ever sat down.” Kim Cloutier , Architect · PassivHouse & LEED
The Three Areas of Your Commercial Engine
Attract. Convert. Execute.
The Production Visibility OS™ focuses on three key areas of your commercial engine. Each area has dedicated subsystems, activated in the order that fits your specific constraint.
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™
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™
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
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 programmes, 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. PINAVOX builds you a writing engine. In the first two weeks it learns your tone, your voice and the way your own people explain things. After that it drafts. Your team decides and approves.
Weeks 1 to 2
It learns you
Trained on your existing material and on interviews with the people who actually answer these questions all day. Your tone, your vocabulary, the way your company explains a spec.
From week 3
It drafts
Long-form articles, LinkedIn posts and video scripts, structured the way buyers read them. Not generic copy: your answers, organised.
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.
This is PINAVOX's own writing engine, not a licensed third-party tool, and it sits inside The Trust Engine™, one of the nine modules. It is built on the They Ask, You Answer framework, listed by Forbes in 11 Marketing Books Every CMO Should Read and co-authored in French by Stefan.
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.
First, 60 Days
Production Visibility Blueprint™
Your leadership, sales, and marketing teams align around one clear commercial direction, and you decide whether to continue.
- Your real baseline numbers captured on Day 1
- The whole team aligned in one workshop
- Your first content live in real sales conversations
- 60-Day Love-It-Or-Leave-It guarantee at the decision point
Next, 90 Days
Deal Flow Optimization
The first subsystems are activated to improve how deals move through your pipeline.
- Buyers arrive to sales conversations already educated
- Clear qualification criteria before proposals are created
- Measurable reduction in wasted engineering proposals
- Typically reduces wasted proposals by 30–40%
Then, 12 Months
Six Months of Production Visibility
Your pipeline contains at least six months of production demand.
- Steady inbound discovery from educated buyers
- Sales cycle reduced by up to 50%
- A documented commercial system that runs consistently
- Leadership plans production confidently
How You Progress
The PINAVOX Belt System
Your shop floor already speaks Six Sigma. We bring the same rigor to the commercial side. Five belts, from White to Black. The early belts prove your team's behavior has changed. The later belts prove the revenue it produces. Belts are earned, not timed, and revenue is measured on a six-month trailing average, so one big order never buys a belt.
See the Belt System →“After 12 months, the team runs it without me. That was the whole point, and it works.” Stefan Badertscher , On the long-term goal of every PVOS engagement
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…
- $10M–$50M machine manufacturing company
- You already have a capable sales team in place
- At least one internal marketing resource
- 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
Your Guide
Stefan Badertscher
Before starting this work, Stefan led international sales and marketing for a machinery manufacturer, Impack Packaging, where he served as Director of Revenue for nearly a decade. He rebuilt the commercial side of the company from the ground up, implementing the same system that became the foundation of the Production Visibility OS™.
- Co-author of the French edition of "They Ask, You Answer", listed by Forbes as one of the Top 11 Marketing Books Every Manager Should Read
- Certified "They Ask, You Answer" coach, one of a select group worldwide
- Expert speaker in the Vistage / TEC Canada network, coaching industrial leaders across North America and Europe
- Delivers workshops and coaching in English, French, and German
The basics
Questions machine manufacturers ask first
What is the Production Visibility OS?
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It is a commercial operating system for machine manufacturers, designed to do two things: bring you a steady flow of inbound leads, and cut your sales cycle roughly in half. Together those two make your production demand predictable enough to see about six months ahead. Instead of a campaign or a retainer, you install a structured set of subsystems across three areas, Attract, Convert and Execute, so your commercial side runs on documented process the way your production side already does. Those are the outcomes the system is designed around rather than a guarantee: progress is tracked through the Belt System, where belts are earned against a checklist rather than awarded on a schedule.
How is this different from hiring a marketing agency?
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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?
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Behaviour changes in the first 60 to 90 days: content live, the weekly rhythm running, the first article used in a real sales conversation. External signals like organic traffic typically move between months 4 and 9. Revenue effects are measured on a trailing six-month basis, because machine sales are too lumpy for shorter windows to mean anything.
What size of company is this for?
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Machine manufacturers roughly between $10M and $50M in revenue, usually with at least one internal marketing resource. Below that you rarely have enough team to run the system. Well above it, your constraint is usually something else.
Do we have to create all the content ourselves?
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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. So in the first two weeks we train PINAVOX's own AI writing engine on your tone, your voice and the way your own people explain things. After that it drafts the articles, the LinkedIn posts and the video scripts, and your team reviews and approves instead of staring at a blank page. The engine is built by PINAVOX on the They Ask, You Answer framework, the book Stefan co-authored in French.
Who actually writes the articles?
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PINAVOX's own AI writing engine, trained on your company, with your team steering it. It is built in-house rather than licensed, and it sits inside The Trust Engine module. During the first two weeks it learns your tone, your voice and how your engineers and salespeople actually explain things, from your own material and interviews. From then on it produces drafts of articles, LinkedIn posts and video scripts. Your team's job becomes choosing the topics and approving the answers, which is the part only you can do.
What happens in the first 60 days?
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Your real baseline numbers get captured on Day 1, the leadership, sales and marketing teams align in one workshop, and your first content goes live in actual sales conversations. At Day 60 you decide whether to continue, and if you stop you keep everything built so far.
Ready to find out?
Apply for your Production Visibility Audit
A focused conversation about your pipeline, deal flow, and commercial system. No pitch. No pressure. A real conversation about your situation.
Book Your Audit →