How Order.co doubled AI visibility and content output—and created qualified pipeline.

The challenge

Competing with incumbents that had a decade-long head start.

Order.co operates in the crowded procurement and spend-management market against established platforms such as Coupa and Procurify, plus well-funded challengers.

The team needed more than a visibility dashboard. It needed a repeatable way to understand where competitors were winning, decide what to fix and execute quickly as answers changed across AI models.

The approach

Competitive intelligence became a weekly operating system.

Matt, Martin and the team worked directly with Order.co’s marketing organization to turn competitive monitoring into a practical feedback loop. When a competitor moved on an important topic, the team flagged the shift and developed a differentiated angle Order.co could own.

Recommendations were specific: what to create, how to structure it and which topics were most likely to move visibility. That clarity compressed the time from insight to published content.

• Used competitor activity as an early-warning system
• Connected visibility gaps to specific positioning and content actions
• Participated directly in marketing and product-roadmap discussions
• Maintained weekly and biweekly working sessions focused on execution

The result

Twice the visibility, twice the output and a new source of revenue.

Across four months, Order.co doubled AI visibility on its priority topics and doubled the number of articles published each month without losing strategic focus.

The program established a consistent pipeline of qualified inbound leads from AI-driven searches and produced closed deals directly attributed to improved visibility. The team moved from reacting to competitors to systematically finding and filling gaps first.