ProcureTech &
Supply Chain
We help ProcureTech and supply chain software companies turn complex technology into clear positioning, credible messaging, and a GTM that converts procurement and operations buyers.
What Blocks the Growth
Category Confusion
Buyers don't know where you fit in their stack — or why they need you specifically. Without a clear category position, you compete against everything and win less.
Multi-Stakeholder Deadlock
CPO wants savings, CIO wants integration simplicity, CFO wants payback. Without a message for each, any one of them can kill the deal.
ERP Incumbent Shadow
SAP, Oracle, and Microsoft say "we already have this." Most vendors don't have a crisp answer to why a best-of-breed solution wins over the ERP module.
ROI Proof Gap
The business case is strong on paper but hard to prove before the deal is signed. Buyers need help building the internal justification — and most vendors don't give it to them.
Change Management Fear
Disruption anxiety kills deals even when budget exists. Buyers fear implementation failure more than the cost — and vendor messaging rarely addresses it.
International Messaging Gap
Procurement cultures, regulations, and buyer expectations differ across DACH, Nordics, US, and APAC. What works in one market rarely translates directly to another.
How Coupa Built an $8B Business by Naming the Category
Coupa started as a T&E expense tool. They didn't win by building more features. They won by inventing a category: Business Spend Management — a single narrative that unified procurement, invoicing, expenses, and payments under one story every CFO could act on.
Every competitor had similar functionality. Coupa had the clearest answer to "why do we need this, and why now?" That clarity — not the product roadmap — is what drove the $8B acquisition.
Built for ProcureTech teams
where complexity is the product
We work with supply chain and procurement software companies who know their technology delivers value — and that GTM is the gap between a great product and a full pipeline.
Procurement & Sourcing Software
eProcurement, eSourcing, CLM, and P2P platforms building a clear category position and differentiated story in a crowded market.
Supply Chain Planning & APS
Demand planning, S&OP, inventory optimization, and APS vendors helping companies move beyond Excel and ERP planning modules.
Spend Analytics & Visibility
Platforms making sense of spend data, supplier risk, and procurement performance — translating data depth into a clear CFO and CPO narrative.
Supplier & Contract Management
SRM and CLM tools positioning against ERP modules and fragmented point solutions — where the "we already have something" objection is hardest to overcome.
International Expansion
ProcureTech companies entering DACH, Nordics, EU, or US markets — adapting messaging, ICP, and channel strategy to a different procurement culture.
Seven capabilities to build
pipeline for complex products
From category positioning to international expansion — built for the long B2B sales cycles and multi-stakeholder decisions that define ProcureTech.
Positioning & Category Design
Define where you fit, who you're for, and why best-of-breed beats the ERP module. A category narrative that gives buyers the language to champion you internally.
Multi-Stakeholder Messaging
CPO, CIO, CFO, and Operations each need a different message. One product, four stories — all pointing to the same decision.
ROI & Business Case Content
Calculators, case studies, use-case breakdowns, and benchmark data — tools that help buyers build the internal justification before you ever get to procurement.
Website, SEO & LLM Visibility
Conversion-focused website copy, use-case pages, SEO structure, and AI/LLM search optimization — so you appear when procurement teams research the category.
Sales Playbook & Enablement
ERP objection handling, sales deck, competitive battle cards, outbound sequences, and discovery frameworks for the multi-stakeholder, long-cycle deals ProcureTech runs.
PR & Analyst Relations
Coverage in Supply Chain Digital, Spend Matters, CPO Strategy, and Procurement Magazine — and a roadmap toward Gartner/Forrester recognition that shortens your sales cycles.
International Market Entry
DACH, Nordics, EU, and US expansion playbooks — localized ICP, channel strategy, partner ecosystems, and messaging adapted for different procurement cultures and regulatory contexts.
Proof, not promises.
Real results from a supply chain software company we took from technical brand name to category leader.
GMDH Software → Streamline: Rebrand, Growth Marketing & G2 Leadership
GMDH Software — a proven supply chain planning platform — had a technically neutral brand name, zero G2 presence, and weak market visibility. We rebranded it as Streamline, built its G2 presence from scratch, and deployed competitor comparison and integration SEO to capture in-market buyers.
Start fast. Scale smart.
Pick the entry point that fits your stage — from a focused audit to a long-term strategic partnership.
A focused call to identify what's blocking your international visibility — and map a clear first step. No pitch, no obligation.
- Positioning & messaging audit
- Identify your top 1–2 blockers
- Recommended next actions
A 2-week structured engagement producing a complete, execution-ready strategy: positioning, ICP, messaging, channel mix, and 1–2 year growth roadmap.
- Competitor & market research
- ICP, personas & message architecture
- GTM blueprint + channel strategy
- Marketing & Growth strategy 1–2 years
Strategic marketing leadership embedded in your team. Strategy + execution oversight, media relations, event strategy, and continuous optimization.
- Strategy + execution oversight
- PR, media & event execution
- Weekly strategic sessions
- Ecosystem introductions
Two senior leaders,
one focused system
Natali Trubnikova
- ✦ 10+ years in B2B marketing and business development
- ✦ Direct experience with supply chain planning and ProcureTech GTM
- ✦ GTM, international expansion, EU/US market entry, speaker & mentor
Anastasiia Sosyniuk
- ✦ 15+ years in digital marketing and growth
- ✦ Expertise in SEO/AEO, content, and AI-driven growth systems
- ✦ AI lecturer, business automation consultant, podcast host
Your technology is ready.
Let's make sure the world knows it.
Start with a focused strategy call. We'll identify what's blocking your international visibility — and what to do first to close the gap between your product and the partners, investors, and deals it deserves.