A plan for IntelliDocX
Prepared for Eric Anderson and Ed DeVillier
by Ralf Bosman -> ralf@the5xcompany.com
Scroll when ready.
Ready for the influx?
Eric, Ed,
You asked for a one-pager. This isn't one. Let's call it what it is.
Your buyers don't Google. Your Meta campaign brought form fills, not buyers. And the few names it did bring went into HubSpot and hid there. That's not an ads problem.... that's an ownership problem. Nobody owns the lead between the form and the call.
I looked at your situation. I know what's leaking. I know how to plug it. And then I know how to open the tap.
This page walks through what I see, what the same money does in the right places, what I'd build, and how far you want to wheel me in. Audit ($2,500), three days a week, or most of my week. Your call.
No slides. No "let's regroup next week". The leak, the fix, the price.
Scroll when ready.
Best wishes,
What I heard
Two calls, one phone, a lot of laughing. Underneath it, three things you both said.
"More is possible."
You can feel it. AI should be carrying half of this by now, and when you try, it argues with you.
"The demo comes too early."
Someone fills in a form, the next thing he sees is "book a call", and most of them are gone. The few who stayed were hard to find back.
"Every region is different."
What closes a deal in one doesn't close it in the next, and right now the funnel treats them all the same.
And one thing you didn't say, but I heard it anyway: you don't want a vendor for this. You want someone next to you who builds it with Eric and answers for the number with Ed. That's the job I want.
Current reality
This is the baseline. From here on we grow.
| Metric | Today |
|---|---|
| Visits a month from the US | about 40 |
| Searches you rank for | 17, all blog posts |
| Searches a month for your category, US | about 1,160 |
| Same, Germany | about 1,640 |
| Ads on "OpenText alternative" | one, from Box |
| Google's AI, best OpenText alternative for SAP | JiVS, DataVard, PBS, Solix, M-Files |
| Google's AI, how to replace OpenText archiving | KGS |
| IntelliDocX in those answers | nowhere |
| LinkedIn followers | 447 |
| Posts in the last five weeks | 8 |
| Deals that start through partners | half or more |
| Meta | 7 regional campaigns, off November 1 |
The good news: nobody owns these searches.
No competition on your name. Almost none on the category. Anything we build for it will rank.... fast.
The bad news: right now you own one spot, and when someone asks Google's AI who replaces OpenText for SAP, it hands out five other names and stops.
I took that personally. And I don't even work for you yet.
The difference between ranking and not ranking isn't always content. Sometimes it's just.... does Google believe you exist?
What I see
I spent a week in your corner of the internet. Here's what stood out.
Observation 1: Nobody owns the lead
A form fill lands. The next screen asks for a demo. He's not ready, so he's gone. The one who did book? Hard to find back in HubSpot three weeks later. And the calendar fights you on a good day.
That's the whole problem. Also the easiest thing on this page to fix.
Observation 2: Meta reached the wrong people, the pixel learned the right ones
Seven regional campaigns. Form fills, not buyers. Meanwhile the pixel sat there for weeks studying who stops to read your ad.
Keep the pixel. Switch off the rest. That audience is the one part of the experiment I'd frame.
Observation 3: Your buyers read LinkedIn and listen to partners
447 followers. Eight posts in five weeks. Half your deals already start with a partner like Accenture, and the partners have nothing of yours to sell with.
Two open lanes, both cheap, nobody in them.
Observation 4: The competition is small and already moving
KGS runs the calculator. Doxis and JiVS get named in Google's AI answers. xSuite buys S/4HANA searches in 26 countries. OpenText scores every visitor and barely advertises its SAP products.
In the US they're all your size. VersaFile 259 visits a month, Gimmal 469, KGS 220. Somebody takes this lane this year. It costs less than you'd think to be that somebody.
Observation 5: Five regions, one funnel
You told me what closes a deal in one region does nothing in the next. Right now every region gets the same page, the same form, the same follow-up.
Each region gets its own. Built once, tuned by the numbers.
Observation 6: The tools don't listen to you yet
You both said it: AI should be doing half of this by now. When you try, it argues. Visitor intel, intent signals, the automations.... all bought, none wired.
They listen to me. That's most of what you'd be hiring.
That's from the outside. With Google Ads, HubSpot, Meta and LinkedIn open in front of me it becomes the real audit, and that audit sits in all three options at the end.
4:10 PM. Houston. An IT director has a deadline.
His CIO told him last week: "ECC support ends in 2027. Figure out the archive."
He doesn't love OpenText. He just knows it's expensive and it's there. So he Googles. Reads two articles. Gets confused. Opens LinkedIn to clear his head.
And then.... your ad.
"SAP Users: Cut Your Document Storage Costs by 70%"
He pauses. 70%? That's a lot. Is this legit? He taps. A short form, fine. Then the next screen: Book a demo.
He's three months from a decision. He closes the tab.
In HubSpot there's now an email address nobody will write to again. In the spring he buys from the company that did.
But "almost" with nobody holding the lead is the difference between a pipeline and a pile of form fills.
Let's talk about what changes.
The same money, in the right places
Move the slider. You won't stop at the Meta budget.
- Qualified bookings a month
- 12
- A week
- 3, your bar was one
- Names in HubSpot after a year
- 2,250
Where it goes
This is the floor, not the ceiling. It's what the same money does with a decent setup and nobody steering. With me at the wheel the number goes up every month. This is where we start.
A lead is a name you own, about $40. A qualified booking is a real conversation on Ed's calendar, about $600.
And the timing is on your side.
About 21,000 SAP customers still hadn't bought their move to S/4HANA at the end of 2024. Mainstream support for ECC ends in 2027. Every one of those moves puts the document archive back on the table.
OpenText replaced its CEO, CFO, CMO and product chief in one year. Their customers noticed.
The influx
How a lead comes in and stays. Then a Monday to picture.
A Monday after the sprint
Ed opens HubSpot. 43 new names came in last week, each with a company, a region and the reason it came. 3 of them booked a call on their own. 4 more companies came back to the site three times, so they're on the call list. The calendar held every booking. Nobody asked "who was that guy from Houston". Eric looks at one number, the weekly count, and it went up again.
The ones that didn't book yet are in there too, warm and reading. They don't vanish anymore. They close later.
That's the influx. The launch is the first weeks. This is where you sit back and compare it to today.
What I'd do
Things fixed this year. The 2027 plan comes out of what we learn doing that.
Before the holidays
- Every lead in HubSpot, findable in under a minute, with where it came from.
- The booking calendar works on the first try.
- Google Ads back on, built on your name, "OpenText alternative" and SAP archiving searches.
- Meta back on, smaller, aimed at the people the pixel already knows.
- One plain page per channel, so the lead lands with you before anyone mentions a demo.
The sprint
- A short deep dive per region: who buys, what makes them say yes, what gets in the way.
- A funnel and pages per region, in the language that region buys in.
- Angles tested per region: a whitepaper, a case study, a savings calculator with OpenText in the dropdown. The numbers pick the winners.
- Follow-up in HubSpot. Some book on the spot, some take months. Both stay warm.
- One weekly count of qualified bookings, read by the three of us.
As your CMO
- Every company that visits gets named, looked up, and a personal email within minutes.
- Sales intent signals wired into HubSpot, so Ed's team calls the accounts that are moving.
- The automations you've been trying to build, built, and kept running.
- The pipeline number is mine to defend, with Ed.
After the 90 days
We sit back and put the weekly count next to today's. More names in HubSpot than you've had in a year, every one findable. A calendar that fills itself. Ed's team calling people who are already moving.
Then I write the 2027 plan: how to 5X from there. From where we'll be by then, not from today.
This plan is where I start. The numbers decide the rest.
Your call
How far you want to wheel me in on day one.
Pick one above and ping me
- Your pick
- Audit and build
Opens WhatsApp with the line above. Or call, you have my number.
Two and three end up in the same place. Three gets there with everything on at once. Most people start with two. The ones in a hurry go straight to three.
P.S. The one-pager is still coming. It'll say Invoice at the top.