Robovision: from all markets to three segments and a proven sales motion

Client

Robovision, industrial vision AI.

Starting point

Robovision sells a vision AI platform to industrial manufacturers. The product worked, but the company set out to serve all markets, so the message spread across too many audiences, and many prospects saw vision AI as a project their own engineers could build, underestimating what it takes to run it in production for years. The marketing team was getting smaller, so every meeting had to count.

Target

In Design: move from serving all markets to three customer segments with clear use-case definitions, and redefine the business model and the sales motion. In Prove: show that the new sales motion and business model win deals in the first segment.

What I did

I set the segments, the use cases, the business model and the sales motion, and led the first segment through Prove. To prepare for scaling, I built the company brain, an AI knowledge base of the go-to-market, and the processes with an external GTM partner, who then ran the outreach. Scope: positioning, ideal customer profile, business model, sales motion, GTM knowledge base and execution partner steering.

Result

The sales motion and the business model closed a new deal in the first segment within nine months. With the knowledge base and the partner in place, the outreach booked 25 meetings in six weeks, without new internal headcount.

What the client owns now

The segments and use-case definitions, the business model, the sales motion and the company brain, written down and in Robovision's hands.