Ever feel like you’re throwing darts in the dark when it comes to understanding your customers and competitors? Fiix by Rockwell, innovators of maintenance management software, found themselves in that exact situation. This is the story of how they turned that challenge into an opportunity for growth.
They knew that customer feedback and competitive positioning are crucial for maintaining their edge in the market. Their go-to-market strategy needed more precision, and it was time for a change.
As Fiix expanded its market presence, they encountered a significant hurdle—a lack of insights about their buyers and competitors. This made it difficult to understand which strategies were working and how to best position their solutions.
Martin Kurowski, Product Marketing Manager at Fiix, explains the situation:
“A big problem at Rockwell, specifically at Fiix, was that we didn’t have great data within the CRM to understand…what our customers are saying in the market. Whenever we’re doing new market material, we want to understand that things are resonating with the customer, and understand why we’re winning and why we’re losing those deals.”
In other words, Fiix was trying to chart a course without a clear map of the territory.
Recognizing the need to understand the market and their customers, Fiix partnered with TruVoice from Corporate Visions, a buyer insights platform that automatically captures and analyzes buyer, seller, and competitor insights.
“I was convinced that we could meet this challenge with TruVoice because I was working very closely with the TruVoice team,” says Kurowski. “The TruVoice team—including the account executives and the customer success team—they’re very inspirational and have a very can-do attitude.”
Using TruVoice, the teams at Fiix can now automatically capture feedback from buyers and turn them into helpful insights and reports.
“We have a lot of different use cases for the TruVoice information,” shares Kurowski. “Primarily for sales coaching we see that, in deals that we won or lost, we could go back to our sales reps and understand what they pitched at that specific time—what features and capabilities they were pitching to different personas.”
One of the standout features of the platform was the seamless integration with Fiix’s existing processes, making TruVoice an integral part of Fiix’s daily operations. Marketing, sales, and product management teams all have access to these insights, creating a unified, data-driven approach across the organization.
Fiix’s partnership with TruVoice involves close collaboration with the TruVoice team.
“They help me understand the data that’s within the system, just making sense of it all is where the team really comes into play,” says Kurowski.
This partnership is crucial in helping Fiix make sense of the vast amount of data and apply it effectively across their sales, marketing, and product teams.
With TruVoice in their corner, Fiix hit the data jackpot. In just one year, they collected over 250 customer profiles and 80 competitor profiles, providing a wealth of invaluable insights for the company.
So, what happened when Fiix tapped into the power of buyer insights?
And the benefits don’t stop there. As Martin puts it, “Any kind of marketing collateral that we create, we could leverage the same information to make sure that our message is resonating in the market.”
Fiix by Rockwell’s partnership with TruVoice is a testament to the power of data-driven strategies. They’ve transformed from operating on hunches to leveraging solid insights. Today, Fiix is well-positioned to continue their growth and success in a competitive market, ensuring their strategies are both effective and aligned with market demands.
