Comena growth playbook

Write 60-120 words under each empty heading and a short answer for each FAQ question, in German and English, as real text in the page rather than inside images, animations or collapsed elements that don't render. Answer the ERP question with the systems Comena is already live on, how the connection works (API, file import or EDI) and the go-live time. Answer the time question with the published customer results (75% less entry time at one customer, 95% and 99% of orders at others) and say how the number is measured. Lay out "How it works" as four steps: inbox, extraction, article matching, one-click review and ERP. Then add FAQ structured data so search results and AI answers can quote it.

The ERP and time-saved questions are the first two objections in every demo. Answering them on the page qualifies buyers before the call and gives search engines and AI assistants something to quote. Rivals such as Workist answer both questions in detail.

[ ] "Seamless ERP integration": live ERPs, connection method, go-live time
[ ] "Accurate product matching": item master, unknown articles, duplicates
[ ] "How it works": inbox > extraction > matching > one-click review > ERP
[ ] FAQ: How does Comena process orders and inquiries?
[ ] FAQ: What makes Comena different?
[ ] FAQ: Can Comena be integrated into our existing ERP?
[ ] FAQ: Which companies benefit most?
[ ] FAQ: How much time can we save?
[ ] All copy in rendered HTML, DE and EN
[ ] FAQPage structured data validated

• Naming ERPs puts off buyers on other systems

  End the answer with "other ERPs via API, file import or EDI" and a link to book a check.

• Time-saved numbers read as promises

  Attribute each number to the customer and explain how it was measured.

• Your websiteHomepage (German and English, both published October 21, 2026): H1 "Less typing, more selling. Automated order entry". In the page text, the solution headings "Accurate product matching" and "Seamless ERP integration" have no body copy, "How Comena Processes Orders" shows no steps, and of six FAQ questions only "What is Comena?" has an answer; "Can Comena be integrated into our existing ERP system?" and "How much time can we save with Comena?" have none. No ERP system is named anywhere on the page.Source
• Your websiteSitemap (checked November 9, 2026): four pages per language, the homepage, About us, Imprint and Privacy, in German and English (eight URLs in total). Order Processing, Automated RFQs and Order Confirmation Processing are anchors on the homepage, not pages; there are no product, integration, case-study, pricing, security or blog pages.Source
• Your websiteTestimonials: four published customers, each repeated three times in the carousel: Alexander Paal GmbH (95% of all orders processed through Comena, order-entry time down 75%), PIEL Die Technische Großhandlung GmbH ("precise extraction of even extremely complex purchase orders"), ETTINGER GmbH (used by several users for "99% of all incoming orders") and Bäcker GmbH & Co. KG ("even with forty line items and complex product variants"). The 75% from one customer is also the site-wide claim: the meta description promises "75 % less manual data entry, live in under two weeks".Source
• Competitor researchWorkist (workist.com, German and English): "Über 250 Marktführer vertrauen Workist"; names its ERP connectors (SAP S/4HANA and ECC, Oracle NetSuite, Business Central, Sage 100/200, proALPHA, ABAS, weclapp) and EDI; has /integrations, /success-stories with savings figures, a /pricing page, an ROI calculator (5 minutes per transaction, 80% time saved, about €35 an hour), "alternative" pages against Rossum, Parashift, Conexiom and BLP digital, and shows SOC 2 Type II.See the research Source

Write one page per customer in German and English: the starting point (orders per day, formats, ERP, people involved), the deployment (weeks to go-live), the result (share of orders automated, minutes per order before and after, error rate) and a quote. Start with the two customers at 95% and 99%. Link each page from the testimonial card and use it in every outbound sequence.

Buyers in technical wholesale trust peers in the same trade. A page with before-and-after numbers is something a head of sales can forward internally, and a quote in a carousel is not. Rivals publish numeric success stories.

• Customers won't share numbers

  Offer percentages instead of absolute volumes, and let them review the text.

• Your websiteTestimonials: four published customers, each repeated three times in the carousel: Alexander Paal GmbH (95% of all orders processed through Comena, order-entry time down 75%), PIEL Die Technische Großhandlung GmbH ("precise extraction of even extremely complex purchase orders"), ETTINGER GmbH (used by several users for "99% of all incoming orders") and Bäcker GmbH & Co. KG ("even with forty line items and complex product variants"). The 75% from one customer is also the site-wide claim: the meta description promises "75 % less manual data entry, live in under two weeks".Source
• HiringFounder's Associate and Founder's Associate Intern (Munich, posted October 21, 2026): "Plan and run marketing campaigns across LinkedIn, email, website, trade shows, and events" and "Create content: founder posts, customer stories, case studies, newsletters, and landing pages"; "Excellent writing and communication skills in English and German".Source
• Your websiteSitemap (checked November 9, 2026): four pages per language, the homepage, About us, Imprint and Privacy, in German and English (eight URLs in total). Order Processing, Automated RFQs and Order Confirmation Processing are anchors on the homepage, not pages; there are no product, integration, case-study, pricing, security or blog pages.Source
• Competitor researchConexiom (conexiom.com): order and invoice automation for distributors and manufacturers; "Zero ERP changes", a "30-day average" implementation, "40+ ERPs" including Epicor, SAP, Infor, Microsoft Dynamics 365, Oracle NetSuite and Sage; SOC 2 Type II; case studies with numbers, e.g. Sonepar 1,000+ hours saved monthly over 200,000 order lines and ADI 1,700 orders a day no longer keyed by hand.See the research Source

Publish /integrationen and /en/integrations listing every ERP Comena is live on today, with the connection method (API, database, file import, EDI), what the customer's IT has to do, and typical go-live time. Add a short page for each of the top three ERPs that searchers use, e.g. "Auftragserfassung automatisieren [ERP]". Add "Your ERP isn't listed? Book a 15-minute check" for the rest.

Integration pages capture high-intent searches ("[ERP] order entry automation") and remove the main reason buyers drop out before a demo. They also give ERP implementation partners something to point to.

• ERP vendor trademark rules

  Use names in plain text to describe compatibility; check each vendor's logo guidelines before using logos.

• Overstating a one-off integration

  Mark each ERP as "live in production" or "via API/EDI".

• #1 Fill the empty homepage sections: ERP integration, product matching, "How it works" and five unanswered FAQ questions

• Your websiteHomepage (German and English, both published October 21, 2026): H1 "Less typing, more selling. Automated order entry". In the page text, the solution headings "Accurate product matching" and "Seamless ERP integration" have no body copy, "How Comena Processes Orders" shows no steps, and of six FAQ questions only "What is Comena?" has an answer; "Can Comena be integrated into our existing ERP system?" and "How much time can we save with Comena?" have none. No ERP system is named anywhere on the page.Source
• HiringForward Deployed Engineering Lead (Munich, posted July 20, 2026): "Comena is delivering seven-figure deployments for leading industrial companies across the US, UK and the EU"; the lead will "Establish the processes, playbooks, and best practices that enable faster and more consistent customer deployments" and "Own customer onboarding processes". Forward Deployed and Fullstack Engineers integrate with customers' ERPs and product catalogs; fluent English and German is required.Source
• Competitor researchWorkist (workist.com, German and English): "Über 250 Marktführer vertrauen Workist"; names its ERP connectors (SAP S/4HANA and ECC, Oracle NetSuite, Business Central, Sage 100/200, proALPHA, ABAS, weclapp) and EDI; has /integrations, /success-stories with savings figures, a /pricing page, an ROI calculator (5 minutes per transaction, 80% time saved, about €35 an hour), "alternative" pages against Rossum, Parashift, Conexiom and BLP digital, and shows SOC 2 Type II.See the research Source
• Competitor researchConexiom (conexiom.com): order and invoice automation for distributors and manufacturers; "Zero ERP changes", a "30-day average" implementation, "40+ ERPs" including Epicor, SAP, Infor, Microsoft Dynamics 365, Oracle NetSuite and Sage; SOC 2 Type II; case studies with numbers, e.g. Sonepar 1,000+ hours saved monthly over 200,000 order lines and ADI 1,700 orders a day no longer keyed by hand.See the research Source

Replace the bare 75% with a small results strip: "75% less entry time at Alexander Paal", "95% of orders automated", "99% of incoming orders at ETTINGER", each linked to its case study, plus a footnote on how time saved is measured. Update the meta description to "75-99% less order entry time at named distributors".

Specific, attributed numbers are more credible than round claims, and a range shows that results improve with fit. It also keeps claims safe under advertising rules on unsupported performance claims.

• Prospects expect 99%

  Say what drives the rate (order formats, catalog quality) and estimate it in the 20-order test.

• Your websiteTestimonials: four published customers, each repeated three times in the carousel: Alexander Paal GmbH (95% of all orders processed through Comena, order-entry time down 75%), PIEL Die Technische Großhandlung GmbH ("precise extraction of even extremely complex purchase orders"), ETTINGER GmbH (used by several users for "99% of all incoming orders") and Bäcker GmbH & Co. KG ("even with forty line items and complex product variants"). The 75% from one customer is also the site-wide claim: the meta description promises "75 % less manual data entry, live in under two weeks".Source
• YC launch postLaunch post "Automated order entry - from inbox to ERP": in fasteners, parts and MRO supply "every order and inquiry is still typed manually into an ERP", taking up to 50% of inside sales time; the agent reads POs from email, PDF, Excel and RFQs, matches items to the customer's product numbers and sends the order to the ERP after a rep reviews it "with 1 click", "with (or even without) human-in-the-loop review"; it can plug into EDI; "Sales teams save 75-99% of time spent on order processing".Source

Build three product pages per language, each with the problem, the workflow (input formats, matching, review, ERP), one customer result, the ERPs supported and a demo call to action. Point the navigation to them. Add short industry sections for fasteners, MRO and technical wholesale, the segments Comena launched with.

Separate pages let each product rank for its own searches and give outbound a precise link for each buyer: sales for orders, bid teams for RFQs, purchasing for confirmations.

• Thin pages

  Include a workflow diagram and a real (anonymised) example document on each.

• #1 Fill the empty homepage sections: ERP integration, product matching, "How it works" and five unanswered FAQ questions

• Your websiteSitemap (checked November 9, 2026): four pages per language, the homepage, About us, Imprint and Privacy, in German and English (eight URLs in total). Order Processing, Automated RFQs and Order Confirmation Processing are anchors on the homepage, not pages; there are no product, integration, case-study, pricing, security or blog pages.Source
• Your websiteGerman homepage features and problems: re-keying of tenders and Excel lists "with thousands of line items" to the item master; order confirmations matched against purchase orders with alerts on deviations; problems named include slow manual article search, quotes that take days, and the skilled-labour shortage as experienced staff retire and onboarding takes years; "Integration in weniger als zwei Wochen".Source
• YC launch postLaunch post "Automated order entry - from inbox to ERP": in fasteners, parts and MRO supply "every order and inquiry is still typed manually into an ERP", taking up to 50% of inside sales time; the agent reads POs from email, PDF, Excel and RFQs, matches items to the customer's product numbers and sends the order to the ERP after a rep reviews it "with 1 click", "with (or even without) human-in-the-loop review"; it can plug into EDI; "Sales teams save 75-99% of time spent on order processing".Source

Add a calculator with four inputs (orders per day, average line items, minutes per order today, people doing entry) that returns hours freed per month, cost in € or $, and full-time equivalents released for selling, based on the automation rates of published customers. Offer the result as a PDF for the buyer to forward, and pass the inputs into the demo form.

Order entry is a labour cost the buyer can measure, and a forwarded ROI sheet helps a champion sell internally. The inputs also qualify the lead before the call.

• Inflated results lose trust

  Default to the conservative case and show the assumptions.

• #4 Attribute the 75% headline claim and show the real 75-99% range by customer

• YC launch postLaunch post "Automated order entry - from inbox to ERP": in fasteners, parts and MRO supply "every order and inquiry is still typed manually into an ERP", taking up to 50% of inside sales time; the agent reads POs from email, PDF, Excel and RFQs, matches items to the customer's product numbers and sends the order to the ERP after a rep reviews it "with 1 click", "with (or even without) human-in-the-loop review"; it can plug into EDI; "Sales teams save 75-99% of time spent on order processing".Source
• Competitor researchWorkist (workist.com, German and English): "Über 250 Marktführer vertrauen Workist"; names its ERP connectors (SAP S/4HANA and ECC, Oracle NetSuite, Business Central, Sage 100/200, proALPHA, ABAS, weclapp) and EDI; has /integrations, /success-stories with savings figures, a /pricing page, an ROI calculator (5 minutes per transaction, 80% time saved, about €35 an hour), "alternative" pages against Rossum, Parashift, Conexiom and BLP digital, and shows SOC 2 Type II.See the research Source
• Your websiteTestimonials: four published customers, each repeated three times in the carousel: Alexander Paal GmbH (95% of all orders processed through Comena, order-entry time down 75%), PIEL Die Technische Großhandlung GmbH ("precise extraction of even extremely complex purchase orders"), ETTINGER GmbH (used by several users for "99% of all incoming orders") and Bäcker GmbH & Co. KG ("even with forty line items and complex product variants"). The 75% from one customer is also the site-wide claim: the meta description promises "75 % less manual data entry, live in under two weeks".Source

Make /en/ work for North America and the UK: a US (or UK) customer story, even anonymised ("a US industrial distributor with 40 inside sales reps"), the ROI calculator in dollars, the US-common ERPs Comena supports, a US phone number or meeting link in US time zones, and US spelling. Point US outbound at it.

Buyers want proof from their own market. Conexiom, the incumbent in North America, leads with US distributor logos, so Comena needs at least one local proof point to be shortlisted.

• No US customer agrees to be named

  Use an anonymised story with verified numbers and a reference call on request.

• #2 Turn the four homepage testimonials into case-study pages with numbers
• #3 Name the ERPs Comena already runs on, on an integrations page

• HiringFounding GTM Associate and GTM Intern (Munich, posted May 8, 2026): "Your initial focus will be outbound sales: cold calling, cold emailing, LinkedIn outreach, lead research"; "there are 4 million sales and procurement people stuck in manual workflows between inbox and ERP". Every post says Comena is in "the YC S25 batch", "recently raised a seed round from top Silicon Valley investors" and is "serving customers across US and Germany".Source
• HiringForward Deployed Engineering Lead (Munich, posted July 20, 2026): "Comena is delivering seven-figure deployments for leading industrial companies across the US, UK and the EU"; the lead will "Establish the processes, playbooks, and best practices that enable faster and more consistent customer deployments" and "Own customer onboarding processes". Forward Deployed and Fullstack Engineers integrate with customers' ERPs and product catalogs; fluent English and German is required.Source
• Your websiteTestimonials: four published customers, each repeated three times in the carousel: Alexander Paal GmbH (95% of all orders processed through Comena, order-entry time down 75%), PIEL Die Technische Großhandlung GmbH ("precise extraction of even extremely complex purchase orders"), ETTINGER GmbH (used by several users for "99% of all incoming orders") and Bäcker GmbH & Co. KG ("even with forty line items and complex product variants"). The 75% from one customer is also the site-wide claim: the meta description promises "75 % less manual data entry, live in under two weeks".Source
• Competitor researchConexiom (conexiom.com): order and invoice automation for distributors and manufacturers; "Zero ERP changes", a "30-day average" implementation, "40+ ERPs" including Epicor, SAP, Infor, Microsoft Dynamics 365, Oracle NetSuite and Sage; SOC 2 Type II; case studies with numbers, e.g. Sonepar 1,000+ hours saved monthly over 200,000 order lines and ADI 1,700 orders a day no longer keyed by hand.See the research Source

Make the outbound call to action a free order test: the prospect forwards 20 recent orders (under an NDA and data-processing agreement) plus an item-master export, and within 48 hours gets a sheet showing each line extracted and matched, with the share Comena would have handled without edits. The forward deployed team runs it; GTM books the review call to walk through the results.

A result on their own data replaces a demo on someone else's, and the match rate becomes the business case. Saying "yes" costs the prospect five minutes, far less than an hour-long demo.

• Engineering time per test

  Cap tests per week and qualify on order volume first.

• Data-protection concerns

  Offer anonymised orders and delete data after the review.

• HiringFounding GTM Associate and GTM Intern (Munich, posted May 8, 2026): "Your initial focus will be outbound sales: cold calling, cold emailing, LinkedIn outreach, lead research"; "there are 4 million sales and procurement people stuck in manual workflows between inbox and ERP". Every post says Comena is in "the YC S25 batch", "recently raised a seed round from top Silicon Valley investors" and is "serving customers across US and Germany".Source
• YC launch postLaunch post "Automated order entry - from inbox to ERP": in fasteners, parts and MRO supply "every order and inquiry is still typed manually into an ERP", taking up to 50% of inside sales time; the agent reads POs from email, PDF, Excel and RFQs, matches items to the customer's product numbers and sends the order to the ERP after a rep reviews it "with 1 click", "with (or even without) human-in-the-loop review"; it can plug into EDI; "Sales teams save 75-99% of time spent on order processing".Source
• HiringForward Deployed Engineering Lead (Munich, posted July 20, 2026): "Comena is delivering seven-figure deployments for leading industrial companies across the US, UK and the EU"; the lead will "Establish the processes, playbooks, and best practices that enable faster and more consistent customer deployments" and "Own customer onboarding processes". Forward Deployed and Fullstack Engineers integrate with customers' ERPs and product catalogs; fluent English and German is required.Source

Publish two factual pages in German and English: what each tool does, who it fits, typical go-live time, the ERPs supported, how unknown articles are handled, and the deployment model, with links to sources and a "last checked" date. Be honest about where the rival fits better (for example, very large multi-country rollouts).

Buyers who search "Workist Alternative" or "Conexiom alternative" are already shopping. A fair page earns trust and puts Comena on the shortlist.

• Unfair or outdated claims

  Use only verifiable facts with sources and dates, and get a lawyer's review.

• #3 Name the ERPs Comena already runs on, on an integrations page

• Competitor researchWorkist (workist.com, German and English): "Über 250 Marktführer vertrauen Workist"; names its ERP connectors (SAP S/4HANA and ECC, Oracle NetSuite, Business Central, Sage 100/200, proALPHA, ABAS, weclapp) and EDI; has /integrations, /success-stories with savings figures, a /pricing page, an ROI calculator (5 minutes per transaction, 80% time saved, about €35 an hour), "alternative" pages against Rossum, Parashift, Conexiom and BLP digital, and shows SOC 2 Type II.See the research Source
• Competitor researchConexiom (conexiom.com): order and invoice automation for distributors and manufacturers; "Zero ERP changes", a "30-day average" implementation, "40+ ERPs" including Epicor, SAP, Infor, Microsoft Dynamics 365, Oracle NetSuite and Sage; SOC 2 Type II; case studies with numbers, e.g. Sonepar 1,000+ hours saved monthly over 200,000 order lines and ADI 1,700 orders a day no longer keyed by hand.See the research Source
• Your websiteGerman homepage features and problems: re-keying of tenders and Excel lists "with thousands of line items" to the item master; order confirmations matched against purchase orders with alerts on deviations; problems named include slow manual article search, quotes that take days, and the skilled-labour shortage as experienced staff retire and onboarding takes years; "Integration in weniger als zwei Wochen".Source

Publish /sicherheit and /en/security: the certifications Comena holds (with certificates downloadable on request), hosting region, encryption, data retention and deletion, sub-processors, the GDPR data-processing agreement, human review settings and access controls. Add a downloadable security questionnaire answer pack for IT reviewers.

Security review is where mid-market deals stall. A ready answer pack shortens it and signals maturity for a young company competing with older vendors.

• Claiming certifications that are in progress

  Label each as "certified" or "in progress" with dates.

• Your websiteSitemap (checked November 9, 2026): four pages per language, the homepage, About us, Imprint and Privacy, in German and English (eight URLs in total). Order Processing, Automated RFQs and Order Confirmation Processing are anchors on the homepage, not pages; there are no product, integration, case-study, pricing, security or blog pages.Source
• Competitor researchWorkist (workist.com, German and English): "Über 250 Marktführer vertrauen Workist"; names its ERP connectors (SAP S/4HANA and ECC, Oracle NetSuite, Business Central, Sage 100/200, proALPHA, ABAS, weclapp) and EDI; has /integrations, /success-stories with savings figures, a /pricing page, an ROI calculator (5 minutes per transaction, 80% time saved, about €35 an hour), "alternative" pages against Rossum, Parashift, Conexiom and BLP digital, and shows SOC 2 Type II.See the research Source
• Competitor researchConexiom (conexiom.com): order and invoice automation for distributors and manufacturers; "Zero ERP changes", a "30-day average" implementation, "40+ ERPs" including Epicor, SAP, Infor, Microsoft Dynamics 365, Oracle NetSuite and Sage; SOC 2 Type II; case studies with numbers, e.g. Sonepar 1,000+ hours saved monthly over 200,000 order lines and ADI 1,700 orders a day no longer keyed by hand.See the research Source

Choose two events in the next two quarters where the target segments gather (a technical-wholesale association meeting and an industrial or fastener fair). Book meetings in advance through outbound, and at the event offer to take a prospect's sample order on a USB stick or by email and show the match live. Follow up within 48 hours with the order-test results.

Live matching of a prospect's own order is memorable, and pre-booked meetings turn an expensive event into pipeline.

• Low attendance from decision makers

  Pre-book meetings before committing to a booth.

• #8 Open outbound with an offer: "Send us 20 real orders, get them back matched to your articles"

• HiringFounder's Associate and Founder's Associate Intern (Munich, posted October 21, 2026): "Plan and run marketing campaigns across LinkedIn, email, website, trade shows, and events" and "Create content: founder posts, customer stories, case studies, newsletters, and landing pages"; "Excellent writing and communication skills in English and German".Source
• YC launch postLaunch post "Automated order entry - from inbox to ERP": in fasteners, parts and MRO supply "every order and inquiry is still typed manually into an ERP", taking up to 50% of inside sales time; the agent reads POs from email, PDF, Excel and RFQs, matches items to the customer's product numbers and sends the order to the ERP after a rep reviews it "with 1 click", "with (or even without) human-in-the-loop review"; it can plug into EDI; "Sales teams save 75-99% of time spent on order processing".Source

Define go-live as the first order processed in production, and track three dates per customer: contract, first order processed, and 80% of orders automated. Build the deployment playbook around shortening them. Once there are ten deployments, publish the median and the range on the site ("median 9 days to first automated order"), and review any customer that misses 80% by day 60.

A measured number beats a promise against a slower rival, and tracking time to 80% catches at-risk customers before renewal.

• A slow outlier hurts the public number

  Publish the median and explain what drives the outliers.

• HiringForward Deployed Engineering Lead (Munich, posted July 20, 2026): "Comena is delivering seven-figure deployments for leading industrial companies across the US, UK and the EU"; the lead will "Establish the processes, playbooks, and best practices that enable faster and more consistent customer deployments" and "Own customer onboarding processes". Forward Deployed and Fullstack Engineers integrate with customers' ERPs and product catalogs; fluent English and German is required.Source
• Your websiteGerman homepage features and problems: re-keying of tenders and Excel lists "with thousands of line items" to the item master; order confirmations matched against purchase orders with alerts on deviations; problems named include slow manual article search, quotes that take days, and the skilled-labour shortage as experienced staff retire and onboarding takes years; "Integration in weniger als zwei Wochen".Source
• Competitor researchConexiom (conexiom.com): order and invoice automation for distributors and manufacturers; "Zero ERP changes", a "30-day average" implementation, "40+ ERPs" including Epicor, SAP, Infor, Microsoft Dynamics 365, Oracle NetSuite and Sage; SOC 2 Type II; case studies with numbers, e.g. Sonepar 1,000+ hours saved monthly over 200,000 order lines and ADI 1,700 orders a day no longer keyed by hand.See the research Source

Ask each happy customer to take up to one reference call a month, in return for early access to new features and a thank-you (a donation, event tickets or a service credit). Add "Talk to a customer" to the late-stage sales process, and ask each reference for one introduction to a peer distributor a year.

Peer references shorten mid-market decisions, and introductions from customers convert far better than cold outbound.

• Reference fatigue

  Rotate and cap calls.

• #2 Turn the four homepage testimonials into case-study pages with numbers

• Your websiteTestimonials: four published customers, each repeated three times in the carousel: Alexander Paal GmbH (95% of all orders processed through Comena, order-entry time down 75%), PIEL Die Technische Großhandlung GmbH ("precise extraction of even extremely complex purchase orders"), ETTINGER GmbH (used by several users for "99% of all incoming orders") and Bäcker GmbH & Co. KG ("even with forty line items and complex product variants"). The 75% from one customer is also the site-wide claim: the meta description promises "75 % less manual data entry, live in under two weeks".Source
• HiringFounding GTM Associate and GTM Intern (Munich, posted May 8, 2026): "Your initial focus will be outbound sales: cold calling, cold emailing, LinkedIn outreach, lead research"; "there are 4 million sales and procurement people stuck in manual workflows between inbox and ERP". Every post says Comena is in "the YC S25 batch", "recently raised a seed round from top Silicon Valley investors" and is "serving customers across US and Germany".Source

For each live order-entry customer, estimate the RFQ and confirmation volume from a one-week inbox sample, and offer a 30-day pilot of the second module at no charge, with an agreed success measure. Package the three modules as a suite with a bundle price, and make expansion a standing agenda item in every quarterly review.

Expansion revenue from customers who already trust the product costs far less than winning new logos, and a multi-module customer is less likely to leave.

• Pilots stretch the deployment team

  Run at most two at a time.

• #5 Give order entry, RFQ matching and order confirmations a page each

• Your websiteGerman homepage features and problems: re-keying of tenders and Excel lists "with thousands of line items" to the item master; order confirmations matched against purchase orders with alerts on deviations; problems named include slow manual article search, quotes that take days, and the skilled-labour shortage as experienced staff retire and onboarding takes years; "Integration in weniger als zwei Wochen".Source
• Your websiteTestimonials: four published customers, each repeated three times in the carousel: Alexander Paal GmbH (95% of all orders processed through Comena, order-entry time down 75%), PIEL Die Technische Großhandlung GmbH ("precise extraction of even extremely complex purchase orders"), ETTINGER GmbH (used by several users for "99% of all incoming orders") and Bäcker GmbH & Co. KG ("even with forty line items and complex product variants"). The 75% from one customer is also the site-wide claim: the meta description promises "75 % less manual data entry, live in under two weeks".Source
• HiringForward Deployed Engineering Lead (Munich, posted July 20, 2026): "Comena is delivering seven-figure deployments for leading industrial companies across the US, UK and the EU"; the lead will "Establish the processes, playbooks, and best practices that enable faster and more consistent customer deployments" and "Own customer onboarding processes". Forward Deployed and Fullstack Engineers integrate with customers' ERPs and product catalogs; fluent English and German is required.Source

Each week the CEO posts one anonymised real order (with customer permission, all identifying data removed), what made it hard, and how it was matched, in German one week and English the next. Collect the posts monthly into a short newsletter, with a link to the 20-order test.

Concrete examples from the buyer's own work are shared inside sales teams and build trust with order managers who never answer cold email.

• Leaking customer data

  Redact all names, prices and article numbers, and get sign-off before posting.

• Your websiteSite scan (November 9, 2026): no blog, pricing page, case-study pages, newsletter or live chat; LinkedIn is the only social profile linked; the domain was registered in March 2025; the headline changed from "Comena - AI Order Processing" to "Weniger Tippen, mehr Verkaufen. Automatisierte Auftragserfassung", with German as the default language.Source
• HiringFounder's Associate and Founder's Associate Intern (Munich, posted October 21, 2026): "Plan and run marketing campaigns across LinkedIn, email, website, trade shows, and events" and "Create content: founder posts, customer stories, case studies, newsletters, and landing pages"; "Excellent writing and communication skills in English and German".Source
• Your websiteGerman homepage features and problems: re-keying of tenders and Excel lists "with thousands of line items" to the item master; order confirmations matched against purchase orders with alerts on deviations; problems named include slow manual article search, quotes that take days, and the skilled-labour shortage as experienced staff retire and onboarding takes years; "Integration in weniger als zwei Wochen".Source

Publish a short page explaining the pricing model: what it is based on (order volume, modules, number of ERPs or sites), what setup includes, typical contract length, the starting point for a mid-sized wholesaler ("from €X a month" if the founders agree), and the 20-order test as a free first step. Link it from the FAQ and outbound emails.

Pricing transparency filters out bad-fit leads, lets champions start the budget conversation early, and answers a question buyers ask AI assistants.

• Competitors see the model

  Publish drivers and a range, not a price list.

• #8 Open outbound with an offer: "Send us 20 real orders, get them back matched to your articles"

• Your websiteSite scan (November 9, 2026): no blog, pricing page, case-study pages, newsletter or live chat; LinkedIn is the only social profile linked; the domain was registered in March 2025; the headline changed from "Comena - AI Order Processing" to "Weniger Tippen, mehr Verkaufen. Automatisierte Auftragserfassung", with German as the default language.Source
• HiringForward Deployed Engineering Lead (Munich, posted July 20, 2026): "Comena is delivering seven-figure deployments for leading industrial companies across the US, UK and the EU"; the lead will "Establish the processes, playbooks, and best practices that enable faster and more consistent customer deployments" and "Own customer onboarding processes". Forward Deployed and Fullstack Engineers integrate with customers' ERPs and product catalogs; fluent English and German is required.Source
• Competitor researchWorkist (workist.com, German and English): "Über 250 Marktführer vertrauen Workist"; names its ERP connectors (SAP S/4HANA and ECC, Oracle NetSuite, Business Central, Sage 100/200, proALPHA, ABAS, weclapp) and EDI; has /integrations, /success-stories with savings figures, a /pricing page, an ROI calculator (5 minutes per transaction, 80% time saved, about €35 an hour), "alternative" pages against Rossum, Parashift, Conexiom and BLP digital, and shows SOC 2 Type II.See the research Source

Sign three implementation partners for the ERPs Comena is strongest on. Give them a referral fee or reseller margin, a co-branded one-pager, a joint webinar, and a technical playbook so their consultants can scope a Comena deployment. Fill the Partners section with their logos and a "become a partner" page.

Partners bring warm introductions and solve the ERP-access objection. For a small GTM team, each partner works like a sales team with existing customer relationships.

• Partners see Comena as a threat to their services revenue

  Give them paid implementation work alongside the referral fee.

• #3 Name the ERPs Comena already runs on, on an integrations page

• Your websiteAbout page: founders' backgrounds at Google, Microsoft Azure and HubSpot; a team listing with three GTM people; an "Our Partners" heading with nothing under it; no investors or Y Combinator named in the text, and the careers link points to the YC jobs page.Source
• HiringForward Deployed Engineering Lead (Munich, posted July 20, 2026): "Comena is delivering seven-figure deployments for leading industrial companies across the US, UK and the EU"; the lead will "Establish the processes, playbooks, and best practices that enable faster and more consistent customer deployments" and "Own customer onboarding processes". Forward Deployed and Fullstack Engineers integrate with customers' ERPs and product catalogs; fluent English and German is required.Source
• Competitor researchWorkist (workist.com, German and English): "Über 250 Marktführer vertrauen Workist"; names its ERP connectors (SAP S/4HANA and ECC, Oracle NetSuite, Business Central, Sage 100/200, proALPHA, ABAS, weclapp) and EDI; has /integrations, /success-stories with savings figures, a /pricing page, an ROI calculator (5 minutes per transaction, 80% time saved, about €35 an hour), "alternative" pages against Rossum, Parashift, Conexiom and BLP digital, and shows SOC 2 Type II.See the research Source

Build a sandbox on the site: upload one order (PDF, Excel or email) and see the extracted header and line items, matched against a demo catalogue from a typical technical wholesaler, plus an option to upload a small CSV of your own articles. Gate the full result behind a work email, delete files after 24 hours, and route engaged users to the order test and the GTM team.

Self-serve proof turns curiosity into leads at any hour and qualifies them by real use. It also works as content: every visitor sees the core of the product.

• Poor results on a demo catalogue

  Make clear the match improves with the visitor's own catalogue, and offer the order test.

• Abuse or sensitive uploads

  Rate limits, file checks and automatic deletion.

• #8 Open outbound with an offer: "Send us 20 real orders, get them back matched to your articles"

• Your websiteHomepage (German and English, both published October 21, 2026): H1 "Less typing, more selling. Automated order entry". In the page text, the solution headings "Accurate product matching" and "Seamless ERP integration" have no body copy, "How Comena Processes Orders" shows no steps, and of six FAQ questions only "What is Comena?" has an answer; "Can Comena be integrated into our existing ERP system?" and "How much time can we save with Comena?" have none. No ERP system is named anywhere on the page.Source
• YC launch postLaunch post "Automated order entry - from inbox to ERP": in fasteners, parts and MRO supply "every order and inquiry is still typed manually into an ERP", taking up to 50% of inside sales time; the agent reads POs from email, PDF, Excel and RFQs, matches items to the customer's product numbers and sends the order to the ERP after a rep reviews it "with 1 click", "with (or even without) human-in-the-loop review"; it can plug into EDI; "Sales teams save 75-99% of time spent on order processing".Source

With customer consent and strict aggregation (no customer identifiable), publish a yearly report: the share of orders by format, average lines per order, share with unknown article numbers, minutes per order before automation, and the most common errors. Add a survey of 100 order managers for context. Launch it at a trade event, pitch it to trade press, and give each participant a private benchmark against the median.

Original data earns press and links that a four-page site can't, and the private benchmark is a reason to start a sales conversation.

• Customer data concerns

  Aggregate only, set minimum group sizes, and let customers opt out.

• #12 Pick two trade events where technical wholesalers meet, and bring the order test to the booth

• YC launch postLaunch post "Automated order entry - from inbox to ERP": in fasteners, parts and MRO supply "every order and inquiry is still typed manually into an ERP", taking up to 50% of inside sales time; the agent reads POs from email, PDF, Excel and RFQs, matches items to the customer's product numbers and sends the order to the ERP after a rep reviews it "with 1 click", "with (or even without) human-in-the-loop review"; it can plug into EDI; "Sales teams save 75-99% of time spent on order processing".Source
• HiringFounding GTM Associate and GTM Intern (Munich, posted May 8, 2026): "Your initial focus will be outbound sales: cold calling, cold emailing, LinkedIn outreach, lead research"; "there are 4 million sales and procurement people stuck in manual workflows between inbox and ERP". Every post says Comena is in "the YC S25 batch", "recently raised a seed round from top Silicon Valley investors" and is "serving customers across US and Germany".Source
• Your websiteSite scan (November 9, 2026): no blog, pricing page, case-study pages, newsletter or live chat; LinkedIn is the only social profile linked; the domain was registered in March 2025; the headline changed from "Comena - AI Order Processing" to "Weniger Tippen, mehr Verkaufen. Automatisierte Auftragserfassung", with German as the default language.Source

Build a campaign and a landing page for managing directors and HR heads at family-owned wholesalers: "When your order expert retires, does their knowledge stay?" Offer a structured knowledge capture: the retiring expert reviews and confirms Comena's matches for their key customers over their final months, so the system keeps their mappings. Target companies where outbound research shows a long-tenured order team.

It reaches a different buyer (the owner or managing director) with an urgent, emotional problem, and it creates a deadline that speeds the decision.

• Seen as replacing staff

  Frame it as honouring the expert's knowledge and freeing successors for customers.

• Targeting by employee age

  Target by company tenure signals and role, never by individual personal data.

• Your websiteGerman homepage features and problems: re-keying of tenders and Excel lists "with thousands of line items" to the item master; order confirmations matched against purchase orders with alerts on deviations; problems named include slow manual article search, quotes that take days, and the skilled-labour shortage as experienced staff retire and onboarding takes years; "Integration in weniger als zwei Wochen".Source
• Your websiteTestimonials: four published customers, each repeated three times in the carousel: Alexander Paal GmbH (95% of all orders processed through Comena, order-entry time down 75%), PIEL Die Technische Großhandlung GmbH ("precise extraction of even extremely complex purchase orders"), ETTINGER GmbH (used by several users for "99% of all incoming orders") and Bäcker GmbH & Co. KG ("even with forty line items and complex product variants"). The 75% from one customer is also the site-wide claim: the meta description promises "75 % less manual data entry, live in under two weeks".Source

With customer permission, invite the customer's key suppliers to a joint session: "Your customer already processes your confirmations automatically; here is how the same works for your inbound orders." Offer the supplier a faster start (formats already known) and the customer a referral credit. Don't use supplier data without the customer's explicit consent.

Warm introductions through a shared customer convert far better than cold outbound, and every new customer adds more suppliers to the chain.

• The customer feels used

  Make it opt-in, give it the credit and let it control the invitations.

• #15 Sell RFQ matching and order-confirmation checks to every order-entry customer

• Your websiteGerman homepage features and problems: re-keying of tenders and Excel lists "with thousands of line items" to the item master; order confirmations matched against purchase orders with alerts on deviations; problems named include slow manual article search, quotes that take days, and the skilled-labour shortage as experienced staff retire and onboarding takes years; "Integration in weniger als zwei Wochen".Source
• HiringFounding GTM Associate and GTM Intern (Munich, posted May 8, 2026): "Your initial focus will be outbound sales: cold calling, cold emailing, LinkedIn outreach, lead research"; "there are 4 million sales and procurement people stuck in manual workflows between inbox and ERP". Every post says Comena is in "the YC S25 batch", "recently raised a seed round from top Silicon Valley investors" and is "serving customers across US and Germany".Source

Replace the hero background image with a CSS gradient or a much smaller compressed image, link directly to the final URL of /en/ to remove the redirect chain, and fix contrast and touch-target spacing. Re-run PageSpeed on both language versions.

It's a one-day fix that removes an easy objection and improves the experience on slow mobile connections at trade fairs.

• A less striking hero

  Use a gradient that matches the current look.

• PageSpeedPageSpeed (November 9, 2026, comena.ai/en/): mobile lab score 62 with the main image at 10.3 s and desktop 98, but real Chrome visitors pass Core Web Vitals (75th percentile LCP 0.65 s, INP 72 ms, CLS 0, LCP 24% faster than before). The largest lab element is a decorative "abstract dark blue tech background" image; the top lab fix is "Avoid multiple page redirects" (about 1.1 s); 1.5 MB over 126 requests; two accessibility issues (colour contrast and touch-target size).Source