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Generated Oct 22, 2026
  1. Programmable
  2. Playbooks
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growth playbook · Oct 22, 2026

documo.com (opens in a new tab)

Documo growth playbook

Diagnosis

Documo (formerly mFax) has moved from cloud fax to healthcare document automation, and its hiring shows the next step: a first sales management layer for SMB and mid-market new logos, an Account Growth Manager to cross-sell the suite to fax customers, and more infrastructure for AI workloads.

The site is already deep (229 posts, 25 comparisons), but the facts on it have not kept up: comparison pages still say the HITRUST certification announced in September is "in progress" and quote a price that no longer exists.

This playbook fixes those pages and reopens deals lost on HITRUST first, then adds a revenue calculator, cross-sell lists from billing data, specialty pages, automation comparisons and partner add-ons, with a self-serve automation tier and a referral data report as the big bets.

Growth Score

6/10

Biggest Opportunity

Selling document automation to the fax customers and resellers Documo already has, with proof in revenue terms rather than hours.

Biggest Risk

AI-native intake vendors such as Medsender and Tennr, and Concord's document processing, are pitching the same referral and intake work; if Documo is still seen as a fax company, it competes on price.

01

Start here

The three moves to make first. Each one is written up in full below.

  1. 1

    Update the comparison pages that still tell buyers Concord clears a HITRUST review and Documo does not

    Search the blog for "in progress" and "$250" and list every hit.

    High impact First result in 2 weeks
  2. 2

    Reopen the deals that stalled on a HITRUST requirement

    Run a Salesforce report of lost deals that mention HITRUST or security review.

    High impact First result in 1 month
  3. 3

    One facts register for prices, uptime and certifications that every page and competitor comparison uses

    List the ten facts that appear most often across the site.

    Medium impact First result in 1 month

02

Your idea portfolio

21 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

  • 8 ideas are marked Unexpected: plays you are unlikely to have tried.

    1 of these are things Programmable can build and run for you.

Every idea placed by the effort it takes against the impact it could have. Quick wins sit top left; select a number to open that idea. The filters below narrow the list by status, timing, category and what Programmable can build.

Effort vs impactEach number is an idea. Select one to open it.
Impact →
Quick wins · 4Big bets · 9Fill-ins · 5Reconsider · 3
Effort →

Showing 21 of 21 ideas

This week 6

Quick wins with a clear first action.

  • 01

    Documo announced its HITRUST e1 certification in September and its security page says it "has attained" it. But six comparison posts, last edited on August 14, still say HITRUST is "in progress", and the Concord page tells buyers: "If your security review requires HITRUST now, Concord clears it and Documo does not." Four of them also quote a "$250 Enterprise" plan; the pricing page now says $300 a month or $240 billed annually. These are the pages a buyer reads when choosing between vendors, and they point security-minded buyers to a competitor.

    High impactLow effort First result in 2 weeks Product Marketing Manager

    First action

    Search the blog for "in progress" and "$250" and list every hit.

    How to measure it

    Comparison-page demo requests

    Now
    –
    Target
    +25%
    By
    60 days

    Steps

    1. 1

      Find every stale line

      Search all posts for "in progress", "not yet certified", "$250" and old integration lists.

      Content Marketing Manager 2 hours

    2. 2

      Rewrite the HITRUST sections

      Certified e1, the scope (platform on Google Cloud) and a Trust Center link.

      Product Marketing Manager 1 day

    3. 3

      Fix the price tables

      Monthly and annual prices exactly as on /pricing.

      Product Marketing Manager 2 hours

    4. 4

      Change the verdicts

      Remove "Concord clears it and Documo does not" and similar lines; keep the comparisons fair.

      Product Marketing Manager 1 day

    5. 5

      Add update dates

      Visible "Updated October 2026" on each post and in its structured data.

      Web Developer 2 hours

    6. 6

      Request re-indexing

      Submit the six URLs in Search Console.

      Marketing Operations Manager 1 hour

    7. 7

      Brief the sales team

      One page of current facts for competitor comparisons and calls.

      Sales Manager, SMB & Mid-Market 1 day

    First result
    2 weeks
    Cost
    Staff time only
    Owner
    Product Marketing Manager

    Smallest test

    Fix the Concord comparison today and watch its demo clicks for two weeks.

    Why it works

    Update all six posts this week: HITRUST e1 certified (with the date and a link to the Trust Center), current Enterprise prices, and the full list of six EHR integrations. Rewrite the Concord, WestFax and Retarus sections that tell readers to choose the rival for HITRUST, and add an "updated" date to each post. Then give the new Sales Manager the same facts for the competitor comparisons, so pages and reps say the same thing.

    Comparison pages are read by buyers who are already choosing. A certification that the page says is missing loses the deals where it decides the shortlist, and fixing it is a few hours of editing.

    Ready to use

    ChecklistComparison page fix list

    [ ] concord-vs-mfax: HITRUST section, FAQ, price table
[ ] westfax-vs-documo: compliance table and FAQ
[ ] mfax-vs-biscom: HITRUST and $250
[ ] mfax-vs-retarus: HITRUST and $250
[ ] faxplus-vs-mfax: HITRUST line
[ ] documo-vs-ifax: ISO/HITRUST row
[ ] 5-best-concord-alternatives: Enterprise price
[ ] Add "Updated" dates
[ ] Resubmit in Search Console

    Risks and how to handle them

    • Other pages carry old facts too

      Run the same search across use-case and partner pages.

    • Overstating the certification

      Use the exact scope from the certificate: e1, platform on Google Cloud.

    Evidence

    • Your websiteCompetitor comparison posts last updated August 14, 2026 (before the certification) still say HITRUST is pending. Concord comparison: "Documo's HITRUST e1 is in progress. If your security review requires HITRUST now, Concord clears it and Documo does not." WestFax comparison: "HITRUST Certified: e1 in progress, not yet certified". The Biscom, Retarus, Fax.Plus and iFax posts say the same. The Concord, Retarus, Biscom and WestFax posts quote "$250 Enterprise"; the Concord post: "Documo publishes $25, $100, and $250 monthly plans".Source
    • Your websiteSecurity & Compliance page: "Documo is SOC 2 Type II audited, HIPAA compliant, and has attained a HITRUST e1 certification"; "Documo has attained HITRUST e1 certification for the Documo platform residing at Google Cloud Platform (GCP)". The homepage shows a "HITRUST e1" badge next to "4.8 on G2", "99.9% Uptime" and "99.8% Delivery Rate".Source
    • News coverageBusiness Wire, September 2026: "Documo Achieves HITRUST e1 Certification, Demonstrating Commitment to Cybersecurity and Information Protection", covering its platform on Google Cloud Platform.Source
    • Your websitePricing page (updated October 14, 2026): Solo Cloud Fax $25/mo billed annually (300 pages, 1 number, 1 user); Business Cloud Fax $100 per month or $80/mo billed annually (1,500 pages, 5 numbers, 10 users, API access); Enterprise Cloud Fax $300 per month or $240/mo billed annually (6,000 pages, 10 numbers, 50 users); all with "Start Free Trial". The Custom Platform (fax + Intelligent Document Processing + EHR integration, "AI-enabled Workspaces", "Dedicated account management") and IDP ("Per-document pricing scales with automation depth"; "Classify 20+ Healthcare Document Types") are "Schedule a Demo" / custom quote only.Source
    • HiringSales Manager, SMB & Mid-Market (remote, posted October 14, 2026): owns "the team's combined new-logo ARR quota", will "Apply the Documo Sales Playbook and Challenger best-fit customer profile Persona Playbook in daily selling scenarios", "Partner with Enablement and Product Marketing to refine playbooks, competitor comparisons, and segment messaging", design "a structured, methodology-focused onboarding program" with "clear ramp milestones", and work with the SVP of Sales "on territory planning, lead routing, and capacity models". The post calls it "a ground-floor opportunity to build Documo's sales management layer".Source
  • 02

    Documo's own pages told buyers that if they needed HITRUST now, a rival cleared it and Documo did not. Some opportunities in Salesforce will have been lost or parked for exactly that reason before September. The new Sales Manager owns the new-logo quota and can turn the certification into pipeline.

    High impactLow effort First result in 1 month Sales Manager

    First action

    Run a Salesforce report of lost deals that mention HITRUST or security review.

    How to measure it

    Reopened deals from lost or stalled

    Now
    –
    Target
    15
    By
    60 days

    Steps

    1. 1

      Pull the list

      Closed-lost and stalled deals mentioning HITRUST or security.

      Sales Operations 1 day

    2. 2

      Check the scope

      Make sure the certificate covers what each buyer needed.

      Information Security 1 day

    3. 3

      Write the note

      Short, with the certificate and a call offer.

      Product Marketing Manager 2 hours

    4. 4

      Send from the original rep

      Personal email, not a campaign.

      Sales Manager, SMB & Mid-Market 1 week

    5. 5

      Run security calls

      With the DevOps or security lead on hand.

      Senior DevOps Engineer ongoing

    6. 6

      Track

      Reopened, won and reasons.

      Sales Manager, SMB & Mid-Market weekly

    First result
    1 month
    Cost
    Staff time only
    Owner
    Sales Manager, SMB & Mid Market

    Smallest test

    Email the ten largest stalled deals this week.

    Why it works

    Pull closed-lost and stalled opportunities from the last 12 months where security review, HITRUST or "compliance" is in the loss reason or notes. Send each a short note with the certificate, the Trust Center link and an offer of a 20-minute security review call; route replies to the original rep.

    These buyers already chose Documo on everything except one requirement that has since been met, so they are the cheapest new logos available.

    Risks and how to handle them

    • Buyers needed r2, not e1

      Say exactly what e1 covers and ask what their review requires.

    Evidence

    • News coverageBusiness Wire, September 2026: "Documo Achieves HITRUST e1 Certification, Demonstrating Commitment to Cybersecurity and Information Protection", covering its platform on Google Cloud Platform.Source
    • Your websiteCompetitor comparison posts last updated August 14, 2026 (before the certification) still say HITRUST is pending. Concord comparison: "Documo's HITRUST e1 is in progress. If your security review requires HITRUST now, Concord clears it and Documo does not." WestFax comparison: "HITRUST Certified: e1 in progress, not yet certified". The Biscom, Retarus, Fax.Plus and iFax posts say the same. The Concord, Retarus, Biscom and WestFax posts quote "$250 Enterprise"; the Concord post: "Documo publishes $25, $100, and $250 monthly plans".Source
    • HiringSales Manager, SMB & Mid-Market (remote, posted October 14, 2026): owns "the team's combined new-logo ARR quota", will "Apply the Documo Sales Playbook and Challenger best-fit customer profile Persona Playbook in daily selling scenarios", "Partner with Enablement and Product Marketing to refine playbooks, competitor comparisons, and segment messaging", design "a structured, methodology-focused onboarding program" with "clear ramp milestones", and work with the SVP of Sales "on territory planning, lead routing, and capacity models". The post calls it "a ground-floor opportunity to build Documo's sales management layer".Source
    • Your websiteSecurity & Compliance page: "Documo is SOC 2 Type II audited, HIPAA compliant, and has attained a HITRUST e1 certification"; "Documo has attained HITRUST e1 certification for the Documo platform residing at Google Cloud Platform (GCP)". The homepage shows a "HITRUST e1" badge next to "4.8 on G2", "99.9% Uptime" and "99.8% Delivery Rate".Source
  • 03

    The trial page says "99.99% uptime" while the homepage and pricing page say 99.9%; comparison posts quote a $250 plan that no longer exists and a HITRUST status that changed. With 229 posts and a new sales layer starting, facts will keep drifting unless they live in one place.

    Medium impactLow effort First result in 1 month Product Marketing Manager

    First action

    List the ten facts that appear most often across the site.

    How to measure it

    Mismatched facts on the site

    Now
    –
    Target
    0
    By
    60 days

    Steps

    1. 1

      List the facts

      Ten most repeated numbers and claims.

      Product Marketing Manager 1 day

    2. 2

      Set owners

      Who confirms each fact.

      SVP of Marketing 1 day

    3. 3

      Fix the trial page

      Uptime claim to match the measured figure.

      Web Developer 1 hour

    4. 4

      Search the site

      Every page that quotes each fact.

      Content Marketing Manager 2 days

    5. 5

      Link competitor comparisons

      Sales materials pull from the register.

      Sales Manager, SMB & Mid-Market 1 week

    6. 6

      Monthly check

      Automated search for old values.

      Marketing Operations Manager monthly

    First result
    1 month
    Cost
    Staff time only
    Owner
    Product Marketing Manager

    Smallest test

    Fix the uptime figure on the trial page today.

    Why it works

    Create a single register (prices, page allowances, uptime, delivery rate, certifications with dates, integrations, customer count) owned by product marketing. Each fact has an owner and a review date; web pages and competitor comparisons link to it, and a monthly search of the site flags any number that differs.

    Consistent facts are what security reviewers and procurement teams check, and mismatches make every other claim look less reliable.

    Risks and how to handle them

    • Register goes stale itself

      Review dates and one named owner per fact.

    Evidence

    • Your websiteFree trial page: "Get started instantly, no payment information required", "Reduce manual faxing tasks by 70%", "Cut faxing costs by 50%" and "99.99% uptime", while the homepage, pricing and why-Documo pages say "99.9% Uptime".Source
    • Your websiteCompetitor comparison posts last updated August 14, 2026 (before the certification) still say HITRUST is pending. Concord comparison: "Documo's HITRUST e1 is in progress. If your security review requires HITRUST now, Concord clears it and Documo does not." WestFax comparison: "HITRUST Certified: e1 in progress, not yet certified". The Biscom, Retarus, Fax.Plus and iFax posts say the same. The Concord, Retarus, Biscom and WestFax posts quote "$250 Enterprise"; the Concord post: "Documo publishes $25, $100, and $250 monthly plans".Source
    • Your websitePricing page (updated October 14, 2026): Solo Cloud Fax $25/mo billed annually (300 pages, 1 number, 1 user); Business Cloud Fax $100 per month or $80/mo billed annually (1,500 pages, 5 numbers, 10 users, API access); Enterprise Cloud Fax $300 per month or $240/mo billed annually (6,000 pages, 10 numbers, 50 users); all with "Start Free Trial". The Custom Platform (fax + Intelligent Document Processing + EHR integration, "AI-enabled Workspaces", "Dedicated account management") and IDP ("Per-document pricing scales with automation depth"; "Classify 20+ Healthcare Document Types") are "Schedule a Demo" / custom quote only.Source
    • HiringSales Manager, SMB & Mid-Market (remote, posted October 14, 2026): owns "the team's combined new-logo ARR quota", will "Apply the Documo Sales Playbook and Challenger best-fit customer profile Persona Playbook in daily selling scenarios", "Partner with Enablement and Product Marketing to refine playbooks, competitor comparisons, and segment messaging", design "a structured, methodology-focused onboarding program" with "clear ramp milestones", and work with the SVP of Sales "on territory planning, lead routing, and capacity models". The post calls it "a ground-floor opportunity to build Documo's sales management layer".Source
    • Your websiteSitemap (302 URLs, checked October 21, 2026): 229 blog posts (latest October 12, 2026), 25 of them comparisons or alternatives with fax vendors (eFax, RingCentral, Concord, RightFax, OpenText, iFax, SRFax and others) and none with AI referral or intake vendors; 14 use-case pages (healthcare, MSOs, payers, healthtech, resellers, UCaaS/MSPs and roles); 5 case studies; 3 workflow pages (referral management, prior authorization, patient intake); 6 integration pages (Jane, ModMed, NextGen, PointClickCare, eClinicalWorks, Crexendo); 2 webinars, the latest August 2026; event pages /hlth-2025/ and /himss/.Source
  • 04

    The homepage leads with "Recover the Referral Revenue You're Already Losing" and a $3.6M annual impact at Eye Associates. But the ROI calculator only outputs hours and FTEs. Practice owners and COOs sign for revenue; the calculator stops before the number that matters to them.

    High impactLow effort First result in 1 month Product Marketing Manager

    First action

    Write the formula using the Eye Associates results as the example.

    How to measure it

    Calculator-to-demo rate

    Now
    –
    Target
    15%
    By
    60 days

    Steps

    1. 1

      Agree the formula

      Referral conversion and value assumptions with sources.

      Product Marketing Manager 2 days

    2. 2

      Add inputs

      Referrals, leakage share, patient value.

      Web Developer 3 days

    3. 3

      Rename the page

      Lead with revenue and time.

      Product Marketing Manager 1 hour

    4. 4

      Gate the report

      Email the full result.

      Marketing Operations Manager 2 days

    5. 5

      Prefill for sales

      Inputs passed to HubSpot and Salesforce.

      Marketing Operations Manager 2 days

    6. 6

      Promote

      Link from referral workflow pages and ads.

      Marketing Operations Manager 1 week

    First result
    1 month
    Cost
    Developer time
    Owner
    Product Marketing Manager

    Smallest test

    Add one revenue line under the existing results.

    Why it works

    Add three inputs (referrals per month, share that never become appointments, average value of a new patient) and show the revenue recovered with faster referral handling, next to the hours saved. Email the result and offer a workflow review with the numbers prefilled for the rep.

    A revenue figure in the buyer's own numbers is the strongest case for a custom quote, and it makes the demo start from their problem.

    Risks and how to handle them

    • Inflated estimates

      Show the assumptions and use conservative defaults.

    Evidence

    • Your websiteThe IDP ROI calculator is titled "Burnout Reduction Calculator": inputs are inbound fax pages per month, minutes per document, pages per document, FTE hours and IDP time reduction ("On average, IDP reduces the amount of time spent processing documents by 50%"); outputs are hours saved and "Employees Freed From Paperwork". It does not estimate referral revenue, then ends with "Get Your Custom Quote Today".Source
    • Your websiteHomepage: H1 "Automate The Healthcare Document Work That Slows Care"; promises "Capture more referrals and revenue", "Recover the Referral Revenue You're Already Losing"; headline proof is one customer, Eye Associates for New Mexico (15 locations): "$3.6M Annual Economic Impact", "50% Less Manual Work", "25% More Referrals Processed", "4 Weeks Typical Deployment". It also offers APIs to "embed fax and document automation into your solutions".Source
    • Your websitePricing page (updated October 14, 2026): Solo Cloud Fax $25/mo billed annually (300 pages, 1 number, 1 user); Business Cloud Fax $100 per month or $80/mo billed annually (1,500 pages, 5 numbers, 10 users, API access); Enterprise Cloud Fax $300 per month or $240/mo billed annually (6,000 pages, 10 numbers, 50 users); all with "Start Free Trial". The Custom Platform (fax + Intelligent Document Processing + EHR integration, "AI-enabled Workspaces", "Dedicated account management") and IDP ("Per-document pricing scales with automation depth"; "Classify 20+ Healthcare Document Types") are "Schedule a Demo" / custom quote only.Source
  • 05

    The Account Growth Manager is hired to expand usage and "cross-sell products within the Documo product suite". Self-serve fax plans run up to 6,000 pages a month, while document automation is only sold by demo. The best cross-sell targets are already in the billing data.

    High impactLow effort First result in 1 quarter Account Growth Manager

    First action

    Export accounts by inbound page volume for the last three months.

    How to measure it

    Fax-to-IDP upgrades

    Now
    –
    Target
    10
    By
    1 quarter

    Steps

    1. 1

      Rank accounts

      Pages, overages, segment.

      Revenue Operations 2 days

    2. 2

      Pick the top 50

      No IDP today.

      Account Growth Manager 1 day

    3. 3

      Set up the sample

      One week of documents classified with consent.

      Product Manager, Document Automation 1 week

    4. 4

      Write the readout

      Document mix and time saved.

      Account Growth Manager 1 week

    5. 5

      Run the calls

      Readout plus a quote.

      Account Growth Manager ongoing

    6. 6

      Track

      Upgrades and expansion ARR.

      Director, Customer Success monthly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Account Growth Manager

    Smallest test

    Run the sample for three accounts.

    Build the prospect list. The list compiled from public sources, verified, deduplicated and delivered to your CRM. Usually live within days.

    Book a working session

    Why it works

    Rank fax accounts by monthly inbound pages, overage spend and healthcare type (specialty clinics, MSOs, telehealth). Take the top 50 with no IDP and offer each a free sample: classify a week of their inbound faxes and show how many were referrals, labs and authorizations, and what automation would save.

    Accounts that already trust Documo with their faxes are the shortest path to IDP revenue, and a sample from their own documents is hard to ignore.

    Risks and how to handle them

    • Customers worry about data use

      Ask permission in writing and keep the sample inside their account.

    Evidence

    • HiringAccount Growth Manager (remote US, posted October 1, 2026): success means "Expanding the adoption and usage of Documo's cloud fax platform" and "Cross-selling products within the Documo product suite"; the role will "Secure annual renewals from assigned accounts" and "Monitor account performance and churn, proactively addressing potential issues". Bonus points for healthcare experience, telecom knowledge and "complex customer API integrations".Source
    • Your websitePricing page (updated October 14, 2026): Solo Cloud Fax $25/mo billed annually (300 pages, 1 number, 1 user); Business Cloud Fax $100 per month or $80/mo billed annually (1,500 pages, 5 numbers, 10 users, API access); Enterprise Cloud Fax $300 per month or $240/mo billed annually (6,000 pages, 10 numbers, 50 users); all with "Start Free Trial". The Custom Platform (fax + Intelligent Document Processing + EHR integration, "AI-enabled Workspaces", "Dedicated account management") and IDP ("Per-document pricing scales with automation depth"; "Classify 20+ Healthcare Document Types") are "Schedule a Demo" / custom quote only.Source
    • Your websiteHomepage: H1 "Automate The Healthcare Document Work That Slows Care"; promises "Capture more referrals and revenue", "Recover the Referral Revenue You're Already Losing"; headline proof is one customer, Eye Associates for New Mexico (15 locations): "$3.6M Annual Economic Impact", "50% Less Manual Work", "25% More Referrals Processed", "4 Weeks Typical Deployment". It also offers APIs to "embed fax and document automation into your solutions".Source
  • 06

    The trial needs no payment details, and the Sales Manager will plan "territory planning, lead routing, and capacity models". A solo practice and a 15-location group look the same at signup.

    Medium impactLow effort First result in 1 month SVP of Sales

    First action

    Look at last quarter's trials that became large accounts and their page volume.

    How to measure it

    Routed trial conversion

    Now
    –
    Target
    +20%
    By
    1 quarter

    Steps

    1. 1

      Set the threshold

      Page volume that marks a sales-assisted trial.

      SVP of Sales 2 days

    2. 2

      Add questions

      Pages and EHR.

      Web Developer 1 day

    3. 3

      Build routing

      HubSpot to Salesforce.

      Marketing Operations Manager 3 days

    4. 4

      Write the outreach

      Offer of a workflow setup call.

      Sales Manager, SMB & Mid-Market 1 day

    5. 5

      Train reps

      Trial call script.

      Sales Manager, SMB & Mid-Market 1 week

    6. 6

      Measure

      Conversion by route.

      Revenue Operations monthly

    First result
    1 month
    Cost
    Staff time only
    Owner
    SVP of Sales

    Smallest test

    Add the page volume question for two weeks.

    Why it works

    Add two questions to the trial signup: monthly fax pages and EHR used. Route trials above a set volume, or on a supported EHR, to an SMB or mid-market rep within one business day with an offer to set up document automation; keep the rest self-serve.

    Routing by size puts rep time where the contracts are and gives small trials a cleaner self-serve path.

    Risks and how to handle them

    • Longer form lowers signups

      Two questions only, with ranges to pick from.

    Evidence

    • Your websiteFree trial page: "Get started instantly, no payment information required", "Reduce manual faxing tasks by 70%", "Cut faxing costs by 50%" and "99.99% uptime", while the homepage, pricing and why-Documo pages say "99.9% Uptime".Source
    • HiringSales Manager, SMB & Mid-Market (remote, posted October 14, 2026): owns "the team's combined new-logo ARR quota", will "Apply the Documo Sales Playbook and Challenger best-fit customer profile Persona Playbook in daily selling scenarios", "Partner with Enablement and Product Marketing to refine playbooks, competitor comparisons, and segment messaging", design "a structured, methodology-focused onboarding program" with "clear ramp milestones", and work with the SVP of Sales "on territory planning, lead routing, and capacity models". The post calls it "a ground-floor opportunity to build Documo's sales management layer".Source
    • Your websiteSitemap (302 URLs, checked October 21, 2026): 229 blog posts (latest October 12, 2026), 25 of them comparisons or alternatives with fax vendors (eFax, RingCentral, Concord, RightFax, OpenText, iFax, SRFax and others) and none with AI referral or intake vendors; 14 use-case pages (healthcare, MSOs, payers, healthtech, resellers, UCaaS/MSPs and roles); 5 case studies; 3 workflow pages (referral management, prior authorization, patient intake); 6 integration pages (Jane, ModMed, NextGen, PointClickCare, eClinicalWorks, Crexendo); 2 webinars, the latest August 2026; event pages /hlth-2025/ and /himss/.Source

This quarter 9

The core plays for the next three months.

  • 07

    Documo has 25 comparison and alternatives posts, all against fax vendors. Its homepage now sells referral, intake and prior authorization automation, where buyers compare it with Medsender, Tennr and Concord's document processing. Those comparisons do not exist on the site.

    High impactMedium effort First result in 1 quarter Product Marketing Manager

    First action

    Ask reps which automation vendors came up in the last 20 deals.

    How to measure it

    Automation comparison demos

    Now
    –
    Target
    20 a month
    By
    2 quarters

    Steps

    1. 1

      Pick rivals

      The three most common in deals.

      Sales Manager, SMB & Mid-Market 1 week

    2. 2

      Research

      Each rival's public pages and pricing.

      Product Marketing Manager 2 weeks

    3. 3

      Write

      Fair tables and where each fits best.

      Content Marketing Manager 2 weeks

    4. 4

      Legal review

      Claims and names.

      Legal 1 week

    5. 5

      Publish

      With a link to the revenue calculator.

      Web Developer 1 day

    6. 6

      Refresh

      Quarterly from the facts register.

      Product Marketing Manager quarterly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Product Marketing Manager

    Smallest test

    Publish one comparison with Medsender.

    Why it works

    Write fair comparisons for the automation rivals: what each does with an inbound document, EHR coverage, pricing model, deployment time and compliance. Use the Sales Manager's competitor comparisons as the source and keep each page dated.

    Buyers of document automation search these names now, and a site without the comparison lets the rival frame the choice.

    Risks and how to handle them

    • Rivals change fast

      Date the page and recheck quarterly.

    Evidence

    • Your websiteSitemap (302 URLs, checked October 21, 2026): 229 blog posts (latest October 12, 2026), 25 of them comparisons or alternatives with fax vendors (eFax, RingCentral, Concord, RightFax, OpenText, iFax, SRFax and others) and none with AI referral or intake vendors; 14 use-case pages (healthcare, MSOs, payers, healthtech, resellers, UCaaS/MSPs and roles); 5 case studies; 3 workflow pages (referral management, prior authorization, patient intake); 6 integration pages (Jane, ModMed, NextGen, PointClickCare, eClinicalWorks, Crexendo); 2 webinars, the latest August 2026; event pages /hlth-2025/ and /himss/.Source
    • Competitor researchRivals' own homepages: Concord, "HIPAA compliant cloud fax and intelligent document processing that route healthcare documents and data straight into your EHR"; Medsender, "automates your practice's fax, referral, and phone work so more referred patients get booked - without adding staff"; Tennr, "a patient orchestration platform that helps providers get the right patients into the right care settings"; Consensus, "healthcare data interoperability platforms".Source
    • HiringSales Manager, SMB & Mid-Market (remote, posted October 14, 2026): owns "the team's combined new-logo ARR quota", will "Apply the Documo Sales Playbook and Challenger best-fit customer profile Persona Playbook in daily selling scenarios", "Partner with Enablement and Product Marketing to refine playbooks, competitor comparisons, and segment messaging", design "a structured, methodology-focused onboarding program" with "clear ramp milestones", and work with the SVP of Sales "on territory planning, lead routing, and capacity models". The post calls it "a ground-floor opportunity to build Documo's sales management layer".Source
    • Your websiteHomepage: H1 "Automate The Healthcare Document Work That Slows Care"; promises "Capture more referrals and revenue", "Recover the Referral Revenue You're Already Losing"; headline proof is one customer, Eye Associates for New Mexico (15 locations): "$3.6M Annual Economic Impact", "50% Less Manual Work", "25% More Referrals Processed", "4 Weeks Typical Deployment". It also offers APIs to "embed fax and document automation into your solutions".Source
  • 08

    The headline case study is a 15-location eye practice, and the blog already covers "referral intake automation for high-volume specialty clinics". But the 14 use-case pages are by buyer type and role, not by specialty, so an orthopedic or ophthalmology COO does not see their own workflow.

    High impactMedium effort First result in 1 quarter Product Marketing Manager

    First action

    Pick the four specialties with the most customers.

    How to measure it

    Specialty-page demos

    Now
    –
    Target
    25 a month
    By
    2 quarters

    Steps

    1. 1

      Choose specialties

      Customer count and deal size.

      Product Marketing Manager 1 week

    2. 2

      Interview customers

      One per specialty.

      Account Growth Manager 1 month

    3. 3

      Write pages

      Documents, EHRs, results.

      Content Marketing Manager 1 month

    4. 4

      Publish

      With specialty schema and FAQs.

      Web Developer 1 week

    5. 5

      Promote

      LinkedIn ads by specialty.

      Marketing Operations Manager 1 month

    6. 6

      Measure

      Demos per page.

      Marketing Operations Manager monthly

    First result
    1 quarter
    Cost
    Ad test budget
    Owner
    Product Marketing Manager

    Smallest test

    Publish the eye care page first.

    Why it works

    Build four specialty pages (ophthalmology, orthopedics, cardiology, behavioral health): the referral documents they receive, the EHRs they use, the steps automated and the result. Lead the eye care page with the Eye Associates story.

    Specialty groups buy on peer proof, and specific pages match how they search and how associations market to them.

    Risks and how to handle them

    • Thin pages

      Only publish a specialty with real customer proof.

    Evidence

    • Your websiteHomepage: H1 "Automate The Healthcare Document Work That Slows Care"; promises "Capture more referrals and revenue", "Recover the Referral Revenue You're Already Losing"; headline proof is one customer, Eye Associates for New Mexico (15 locations): "$3.6M Annual Economic Impact", "50% Less Manual Work", "25% More Referrals Processed", "4 Weeks Typical Deployment". It also offers APIs to "embed fax and document automation into your solutions".Source
    • Your websiteSitemap (302 URLs, checked October 21, 2026): 229 blog posts (latest October 12, 2026), 25 of them comparisons or alternatives with fax vendors (eFax, RingCentral, Concord, RightFax, OpenText, iFax, SRFax and others) and none with AI referral or intake vendors; 14 use-case pages (healthcare, MSOs, payers, healthtech, resellers, UCaaS/MSPs and roles); 5 case studies; 3 workflow pages (referral management, prior authorization, patient intake); 6 integration pages (Jane, ModMed, NextGen, PointClickCare, eClinicalWorks, Crexendo); 2 webinars, the latest August 2026; event pages /hlth-2025/ and /himss/.Source
    • HiringSales Manager, SMB & Mid-Market (remote, posted October 14, 2026): owns "the team's combined new-logo ARR quota", will "Apply the Documo Sales Playbook and Challenger best-fit customer profile Persona Playbook in daily selling scenarios", "Partner with Enablement and Product Marketing to refine playbooks, competitor comparisons, and segment messaging", design "a structured, methodology-focused onboarding program" with "clear ramp milestones", and work with the SVP of Sales "on territory planning, lead routing, and capacity models". The post calls it "a ground-floor opportunity to build Documo's sales management layer".Source
  • 09

    The Account Growth Manager must "Secure annual renewals" and "Monitor account performance and churn". Fax customers rarely see what the service did for them over the year, so renewal becomes a price conversation.

    High impactMedium effort First result in 1 quarter Account Growth Manager

    First action

    Build the readout by hand for five renewals next month.

    How to measure it

    Renewal rate

    Now
    –
    Target
    +5 points
    By
    3 quarters

    Steps

    1. 1

      Define fields

      Usage, delivery, time saved.

      Director, Customer Success 1 week

    2. 2

      Build the report

      From platform data.

      Data Analyst 1 month

    3. 3

      Set triggers

      60 days before renewal.

      Revenue Operations 1 week

    4. 4

      Flag risk

      Usage down 20% or more.

      Account Growth Manager ongoing

    5. 5

      Run calls

      Readout plus next step.

      Account Growth Manager ongoing

    6. 6

      Review

      Renewals and expansions.

      Director, Customer Success quarterly

    First result
    1 quarter
    Cost
    Analyst time
    Owner
    Account Growth Manager

    Smallest test

    Send five readouts by hand.

    Why it works

    Sixty days before each renewal, send a one-page readout: pages sent and received, delivery rate, numbers in use, users, estimated staff hours saved, and what automation would add. Accounts with falling usage get a call first.

    Showing the value delivered moves the renewal discussion away from price and opens the expansion conversation.

    Risks and how to handle them

    • Low usage looks bad

      Use the readout to right-size the plan rather than lose the account.

    Evidence

    • HiringAccount Growth Manager (remote US, posted October 1, 2026): success means "Expanding the adoption and usage of Documo's cloud fax platform" and "Cross-selling products within the Documo product suite"; the role will "Secure annual renewals from assigned accounts" and "Monitor account performance and churn, proactively addressing potential issues". Bonus points for healthcare experience, telecom knowledge and "complex customer API integrations".Source
    • Your websiteHomepage: H1 "Automate The Healthcare Document Work That Slows Care"; promises "Capture more referrals and revenue", "Recover the Referral Revenue You're Already Losing"; headline proof is one customer, Eye Associates for New Mexico (15 locations): "$3.6M Annual Economic Impact", "50% Less Manual Work", "25% More Referrals Processed", "4 Weeks Typical Deployment". It also offers APIs to "embed fax and document automation into your solutions".Source
    • Your websiteSecurity & Compliance page: "Documo is SOC 2 Type II audited, HIPAA compliant, and has attained a HITRUST e1 certification"; "Documo has attained HITRUST e1 certification for the Documo platform residing at Google Cloud Platform (GCP)". The homepage shows a "HITRUST e1" badge next to "4.8 on G2", "99.9% Uptime" and "99.8% Delivery Rate".Source
  • 10

    Documo added Direct Secure Messaging in 2026, priced alongside fax on a single contract. Healthcare fax customers already exchange records with providers who are on the Direct network, which is the natural first audience.

    Medium impactMedium effort First result in 2 quarters Account Growth Manager

    First action

    List the 30 healthcare accounts with the most outbound provider faxes.

    How to measure it

    Direct Secure Messaging adoptions

    Now
    –
    Target
    25 accounts
    By
    2 quarters

    Steps

    1. 1

      Pick accounts

      High provider exchange volume.

      Account Growth Manager 1 week

    2. 2

      Match partners

      Which recipients are on Direct.

      Product Manager, Document Automation 2 weeks

    3. 3

      Write the offer

      Pilot on the same contract.

      Product Marketing Manager 1 week

    4. 4

      Run pilots

      Ten accounts.

      Account Growth Manager 1 quarter

    5. 5

      Collect results

      Delivery time and effort.

      Director, Customer Success 1 month

    6. 6

      Publish a story

      One case study.

      Content Marketing Manager 1 month

    First result
    2 quarters
    Cost
    Staff time only
    Owner
    Account Growth Manager

    Smallest test

    Run one pilot.

    Why it works

    Pick healthcare accounts with high provider-to-provider volume, show them which of their regular fax partners could be reached by Direct, and offer a pilot on the same contract.

    A new product sells fastest to customers whose workflow it already fits, and it raises switching costs.

    Risks and how to handle them

    • Low partner coverage

      Start with accounts where many recipients are on Direct.

    Evidence

    • Your website"mFax is Now Documo" page: founded 2017 as mFax; "1,000+ Customers" by 2019; Series A led by Arthur Ventures (2020) and Series B led by Radian Capital (2021); a proprietary fax network in 2024; in 2025 "mFax, mSign, and mDrive unify under one brand" and Intelligent Document Processing and eSign go live; Direct Secure Messaging in 2026. Comparison URLs still use the old name (/blog/concord-vs-mfax-..., /blog/mfax-vs-retarus-..., /blog/faxplus-vs-mfax-...).Source
    • Your websitePricing page (updated October 14, 2026): Solo Cloud Fax $25/mo billed annually (300 pages, 1 number, 1 user); Business Cloud Fax $100 per month or $80/mo billed annually (1,500 pages, 5 numbers, 10 users, API access); Enterprise Cloud Fax $300 per month or $240/mo billed annually (6,000 pages, 10 numbers, 50 users); all with "Start Free Trial". The Custom Platform (fax + Intelligent Document Processing + EHR integration, "AI-enabled Workspaces", "Dedicated account management") and IDP ("Per-document pricing scales with automation depth"; "Classify 20+ Healthcare Document Types") are "Schedule a Demo" / custom quote only.Source
    • HiringAccount Growth Manager (remote US, posted October 1, 2026): success means "Expanding the adoption and usage of Documo's cloud fax platform" and "Cross-selling products within the Documo product suite"; the role will "Secure annual renewals from assigned accounts" and "Monitor account performance and churn, proactively addressing potential issues". Bonus points for healthcare experience, telecom knowledge and "complex customer API integrations".Source
  • 11

    The Sales Manager will "Design and run a structured, methodology-focused onboarding program" with "clear ramp milestones" and coach on discovery, objections and demos. A library of real calls and a fixed ramp schedule cut the time before new reps hit quota.

    High impactMedium effort First result in 1 quarter Sales Manager

    First action

    Pick the five best recorded calls from last quarter.

    How to measure it

    Rep ramp time

    Now
    –
    Target
    -30%
    By
    2 quarters

    Steps

    1. 1

      Set milestones

      Week 2, 4, 8 goals.

      Sales Manager, SMB & Mid-Market 1 week

    2. 2

      Build the library

      20 tagged calls.

      Sales Manager, SMB & Mid-Market 1 month

    3. 3

      Add compliance module

      HIPAA, HITRUST, BAA questions.

      Senior DevOps Engineer 2 weeks

    4. 4

      Certify reps

      Mock calls by persona.

      Sales Manager, SMB & Mid-Market ongoing

    5. 5

      Weekly reviews

      One call per rep.

      Sales Manager, SMB & Mid-Market weekly

    6. 6

      Measure

      Ramp and win rates.

      Revenue Operations monthly

    First result
    1 quarter
    Cost
    Call recording tool if not in place
    Owner
    Sales Manager, SMB & Mid Market

    Smallest test

    Run the first two weeks with the next hire.

    Why it works

    Write a 60-day ramp: week-by-week product, compliance and EHR knowledge, certification calls, and the first quota step. Record and tag the 20 best discovery and demo calls by persona from the Challenger best-fit customer profile playbook, and use them in weekly reviews.

    Faster ramp means more quota capacity from the same hires, and a shared library spreads what the best reps do.

    Risks and how to handle them

    • Library goes stale

      Replace calls each quarter.

    Evidence

    • HiringSales Manager, SMB & Mid-Market (remote, posted October 14, 2026): owns "the team's combined new-logo ARR quota", will "Apply the Documo Sales Playbook and Challenger best-fit customer profile Persona Playbook in daily selling scenarios", "Partner with Enablement and Product Marketing to refine playbooks, competitor comparisons, and segment messaging", design "a structured, methodology-focused onboarding program" with "clear ramp milestones", and work with the SVP of Sales "on territory planning, lead routing, and capacity models". The post calls it "a ground-floor opportunity to build Documo's sales management layer".Source
    • HiringSenior DevOps Engineer (remote, posted October 14, 2026): runs "the cloud platform that runs Documo's document processing and fax products, including the infrastructure behind our AI and machine learning services" as "our product catalog and AI workloads grow"; up to 10% customer-facing, "mainly escalations, connectivity and integration discussions, and security reviews". Every post describes Documo as "a fast-growing B2B SaaS company" turning faxes and forms into "structured, usable data".Source
  • 12

    The partner program offers white-label cloud fax to UCaaS providers and MSPs, with Cytracom and Skyetel as references, and the homepage says partners can embed document automation via API. Resellers that sell fax to clinics have the next product to sell in the same account.

    High impactMedium effort First result in 2 quarters Partner Manager

    First action

    Ask the top three resellers which clinic clients ask about automation.

    How to measure it

    Reseller automation attaches

    Now
    –
    Target
    30 accounts
    By
    3 quarters

    Steps

    1. 1

      Define the package

      Use cases and margin.

      Partner Manager 2 weeks

    2. 2

      Build a demo

      White-label sandbox.

      Product Manager, Document Automation 1 month

    3. 3

      Write sales kit

      One-pager and talk track.

      Product Marketing Manager 2 weeks

    4. 4

      Launch with three

      Largest resellers.

      Partner Manager 1 month

    5. 5

      Train partner reps

      Webinar and office hours.

      Partner Manager monthly

    6. 6

      Track

      Attach rate by partner.

      Revenue Operations monthly

    First result
    2 quarters
    Cost
    Staff time and partner margin
    Owner
    Partner Manager

    Smallest test

    Sign one reseller to a pilot.

    Why it works

    Package a white-label automation add-on for resellers: a short list of use cases (referrals, lab results), a margin model, a demo account and a co-branded one-pager. Launch it with the three largest fax resellers and track attached revenue.

    Partners already own the relationship with thousands of small practices, so each new partner product reaches customers Documo's own team does not.

    Risks and how to handle them

    • Partners lack healthcare depth

      Offer Documo-led demos for their first deals.

    Evidence

    • Your websitePartner Program: White Label Resellers ("UCaaS providers and MSPs looking for high margin, reliable, and secure services to white label, package and resell"), Referral Partners ("Market-leading revenue share and commissions") and Integration Partners (EHRs and health technology providers); quotes from the CEO of Cytracom and the founder of Skyetel; a New York Times line, "The best fax service for sensitive documents".Source
    • Your websiteHomepage: H1 "Automate The Healthcare Document Work That Slows Care"; promises "Capture more referrals and revenue", "Recover the Referral Revenue You're Already Losing"; headline proof is one customer, Eye Associates for New Mexico (15 locations): "$3.6M Annual Economic Impact", "50% Less Manual Work", "25% More Referrals Processed", "4 Weeks Typical Deployment". It also offers APIs to "embed fax and document automation into your solutions".Source
    • Your websitePricing page (updated October 14, 2026): Solo Cloud Fax $25/mo billed annually (300 pages, 1 number, 1 user); Business Cloud Fax $100 per month or $80/mo billed annually (1,500 pages, 5 numbers, 10 users, API access); Enterprise Cloud Fax $300 per month or $240/mo billed annually (6,000 pages, 10 numbers, 50 users); all with "Start Free Trial". The Custom Platform (fax + Intelligent Document Processing + EHR integration, "AI-enabled Workspaces", "Dedicated account management") and IDP ("Per-document pricing scales with automation depth"; "Classify 20+ Healthcare Document Types") are "Schedule a Demo" / custom quote only.Source
  • 13

    The integrations hub has six named integrations (Jane, ModMed, NextGen, PointClickCare, eClinicalWorks, Crexendo) and asks visitors to say if their system is missing. Those answers show which EHR pages, and which integrations, would win the most deals.

    High impactMedium effort First result in 2 quarters Product Manager

    First action

    Export the last six months of missing-system requests and deal notes.

    How to measure it

    Integration-page demos

    Now
    –
    Target
    15 a month
    By
    2 quarters

    Steps

    1. 1

      Collect requests

      Form answers and deal notes.

      Marketing Operations Manager 2 weeks

    2. 2

      Rank systems

      By count and deal value.

      Product Manager, Document Automation 1 week

    3. 3

      Check what works today

      Connection method per system.

      Product Manager, Document Automation 2 weeks

    4. 4

      Publish pages

      Honest, current connection detail.

      Content Marketing Manager 1 month

    5. 5

      Share with product

      Roadmap input.

      Product Manager, Document Automation monthly

    6. 6

      Measure

      Demos per page.

      Marketing Operations Manager monthly

    First result
    2 quarters
    Cost
    Staff time only
    Owner
    Product Manager, Document Automation

    Smallest test

    Rank the top five requested systems.

    Why it works

    Log every missing-system request and every deal that asked for an EHR, rank them, and for the top ones publish an honest page on how Documo connects today (API, Direct, fax-to-EHR) and what is planned.

    Buyers search for their EHR by name, and the request data turns the integration roadmap into a demand list.

    Risks and how to handle them

    • Promising integrations not built

      Describe only what exists and label plans as plans.

    Evidence

    • Your websiteIntegrations hub: categories for EHR Systems, Email, SSO, Storage, UCaaS and Workflow; "Don't see your system? Let us know, we are always adding additional integrations."Source
    • Your websiteSitemap (302 URLs, checked October 21, 2026): 229 blog posts (latest October 12, 2026), 25 of them comparisons or alternatives with fax vendors (eFax, RingCentral, Concord, RightFax, OpenText, iFax, SRFax and others) and none with AI referral or intake vendors; 14 use-case pages (healthcare, MSOs, payers, healthtech, resellers, UCaaS/MSPs and roles); 5 case studies; 3 workflow pages (referral management, prior authorization, patient intake); 6 integration pages (Jane, ModMed, NextGen, PointClickCare, eClinicalWorks, Crexendo); 2 webinars, the latest August 2026; event pages /hlth-2025/ and /himss/.Source
    • HiringAccount Growth Manager (remote US, posted October 1, 2026): success means "Expanding the adoption and usage of Documo's cloud fax platform" and "Cross-selling products within the Documo product suite"; the role will "Secure annual renewals from assigned accounts" and "Monitor account performance and churn, proactively addressing potential issues". Bonus points for healthcare experience, telecom knowledge and "complex customer API integrations".Source
  • 14

    Documo has run two webinars, the latest in August, and its YouTube channel has 31 subscribers. Buyers of document automation want to see a real referral go from fax to chart.

    Medium impactMedium effort First result in 1 quarter Content Marketing Manager

    First action

    Book the first customer guest.

    How to measure it

    Demos from webinars and clips

    Now
    –
    Target
    15 a month
    By
    2 quarters

    Steps

    1. 1

      Plan topics

      Six workflows.

      Content Marketing Manager 1 week

    2. 2

      Book guests

      Customers per topic.

      Account Growth Manager 2 weeks

    3. 3

      Run sessions

      Monthly.

      Product Marketing Manager monthly

    4. 4

      Cut clips

      Three per session.

      Content Marketing Manager monthly

    5. 5

      Use in sales

      Clips in follow-up emails.

      Sales Manager, SMB & Mid-Market ongoing

    6. 6

      Measure

      Attendees and demos.

      Marketing Operations Manager monthly

    First result
    1 quarter
    Cost
    Webinar tool and editing time
    Owner
    Content Marketing Manager

    Smallest test

    Run one session with one customer.

    Why it works

    Run a 30-minute monthly session showing one workflow live (referral, lab result, prior authorization) with a customer guest, then cut three short clips for YouTube, LinkedIn and sales follow-up emails.

    A demo that people watch before talking to sales shortens the cycle, and clips give reps something specific to send.

    Risks and how to handle them

    • Low attendance

      Promote through partners and use the recording.

    Evidence

    • Your channelsYouTube channel @DocumoCS: 31 subscribers, 21 videos, about 4,600 total views. robots.txt explicitly welcomes AI search crawlers ("AI Search Crawlers — explicitly welcome": GPTBot, OAI-SearchBot, ClaudeBot, PerplexityBot).Source
    • Your websiteSitemap (302 URLs, checked October 21, 2026): 229 blog posts (latest October 12, 2026), 25 of them comparisons or alternatives with fax vendors (eFax, RingCentral, Concord, RightFax, OpenText, iFax, SRFax and others) and none with AI referral or intake vendors; 14 use-case pages (healthcare, MSOs, payers, healthtech, resellers, UCaaS/MSPs and roles); 5 case studies; 3 workflow pages (referral management, prior authorization, patient intake); 6 integration pages (Jane, ModMed, NextGen, PointClickCare, eClinicalWorks, Crexendo); 2 webinars, the latest August 2026; event pages /hlth-2025/ and /himss/.Source
    • HiringSales Manager, SMB & Mid-Market (remote, posted October 14, 2026): owns "the team's combined new-logo ARR quota", will "Apply the Documo Sales Playbook and Challenger best-fit customer profile Persona Playbook in daily selling scenarios", "Partner with Enablement and Product Marketing to refine playbooks, competitor comparisons, and segment messaging", design "a structured, methodology-focused onboarding program" with "clear ramp milestones", and work with the SVP of Sales "on territory planning, lead routing, and capacity models". The post calls it "a ground-floor opportunity to build Documo's sales management layer".Source
  • 15

    Real visitors pass Core Web Vitals, but in Google's phone lab test the homepage takes 16 seconds to show its main content and loads 3.5 MB, with 757 KB from Google Tag Manager and 17 third parties. Paid traffic on slower phones sees the lab version.

    Medium impactMedium effort First result in 1 month Web Developer

    First action

    List every tag in Google Tag Manager with its owner.

    How to measure it

    PageSpeed mobile score

    Now
    –
    Target
    70
    By
    1 quarter

    Steps

    1. 1

      List tags

      Owner and purpose.

      Marketing Operations Manager 2 days

    2. 2

      Remove unused

      Old pixels and tests.

      Marketing Operations Manager 1 day

    3. 3

      Delay non-critical

      Chat and testing tools.

      Web Developer 1 week

    4. 4

      Set a budget

      Weight per page type.

      Web Developer 1 day

    5. 5

      Retest

      PageSpeed after each change.

      Web Developer weekly

    6. 6

      Watch conversions

      Form completion rate.

      Marketing Operations Manager monthly

    First result
    1 month
    Cost
    $0
    Owner
    Web Developer

    Smallest test

    Delay the chat widget and retest.

    Why it works

    Audit the tags: remove duplicates and unused pixels, load chat and testing tools after the page is interactive, and set a weight budget for the demo and pricing pages. Retest in PageSpeed after each change.

    A lighter page converts more paid clicks and keeps the field scores passing as more tools are added.

    Risks and how to handle them

    • Losing tracking

      Check each removed tag with its owner first.

    Evidence

    • Google PageSpeedHomepage on mobile: performance 42/100 (desktop 60), lab Largest Contentful Paint 16.2 s, 3.5 MB over 108 requests, 1.2 MB of JavaScript, 17 third parties led by Google Tag Manager (757 KB); "Reduce unused JavaScript" would save about 2.7 s. Real Chrome visitors pass Core Web Vitals (field LCP 1.7 s, INP 161 ms), so this is a lab and tag-weight problem rather than a broken page.Source

Big bets 3

Larger plays that can change the trajectory.

  • 16

    Fax plans are self-serve with a free trial, but document automation is only sold by demo and custom quote. Smaller practices that would pay for referral extraction never reach it, and rivals such as Medsender target exactly those practices.

    High impactHigh effort First result in 3 quarters Product Manager

    First action

    Model the price per document from current custom deals.

    How to measure it

    Self-serve IDP accounts

    Now
    –
    Target
    200
    By
    4 quarters

    Steps

    1. 1

      Model pricing

      From current deals.

      Product Manager, Document Automation 1 month

    2. 2

      Pick document types

      The most common two.

      Product Manager, Document Automation 2 weeks

    3. 3

      Build checkout

      Add-on to fax plans.

      Engineering 1 quarter

    4. 4

      Scale infrastructure

      AI workload cost per document.

      Senior DevOps Engineer 1 quarter

    5. 5

      Launch

      Pricing page and in-app.

      Product Marketing Manager 1 month

    6. 6

      Review

      Upgrades to custom.

      Product Manager, Document Automation quarterly

    First result
    3 quarters
    Cost
    Engineering time
    Owner
    Product Manager, Document Automation

    Smallest test

    Offer the starter price to 20 existing fax accounts.

    Why it works

    Add a starter automation tier: a set of document types (referrals, lab results), published per-document prices, a trial on the customer's own inbound faxes, and an upgrade path to the Custom Platform.

    Published prices bring automation to the self-serve funnel and give the Account Growth Manager an easy first upgrade.

    Risks and how to handle them

    • Undercuts custom deals

      Limit document types and volume in the starter tier.

    Evidence

    • Your websitePricing page (updated October 14, 2026): Solo Cloud Fax $25/mo billed annually (300 pages, 1 number, 1 user); Business Cloud Fax $100 per month or $80/mo billed annually (1,500 pages, 5 numbers, 10 users, API access); Enterprise Cloud Fax $300 per month or $240/mo billed annually (6,000 pages, 10 numbers, 50 users); all with "Start Free Trial". The Custom Platform (fax + Intelligent Document Processing + EHR integration, "AI-enabled Workspaces", "Dedicated account management") and IDP ("Per-document pricing scales with automation depth"; "Classify 20+ Healthcare Document Types") are "Schedule a Demo" / custom quote only.Source
    • Competitor researchRivals' own homepages: Concord, "HIPAA compliant cloud fax and intelligent document processing that route healthcare documents and data straight into your EHR"; Medsender, "automates your practice's fax, referral, and phone work so more referred patients get booked - without adding staff"; Tennr, "a patient orchestration platform that helps providers get the right patients into the right care settings"; Consensus, "healthcare data interoperability platforms".Source
    • HiringAccount Growth Manager (remote US, posted October 1, 2026): success means "Expanding the adoption and usage of Documo's cloud fax platform" and "Cross-selling products within the Documo product suite"; the role will "Secure annual renewals from assigned accounts" and "Monitor account performance and churn, proactively addressing potential issues". Bonus points for healthcare experience, telecom knowledge and "complex customer API integrations".Source
  • 17

    Documo processes healthcare documents for thousands of customers and sells on "Referrals that never become appointments". No one publishes real data on referral turnaround in independent and specialty practices.

    High impactHigh effort First result in 3 quarters SVP of Marketing

    First action

    Check which aggregated measures the platform can produce safely.

    How to measure it

    Report downloads

    Now
    –
    Target
    3,000
    By
    1 year

    Steps

    1. 1

      Pick measures

      Ten questions buyers ask.

      Product Marketing Manager 2 weeks

    2. 2

      Privacy review

      De-identification and contracts.

      Legal 1 month

    3. 3

      Analyze

      Aggregated platform data.

      Data Analyst 2 months

    4. 4

      Write

      Report and specialty cuts.

      Content Marketing Manager 1 month

    5. 5

      Launch

      Press and associations.

      SVP of Marketing 1 month

    6. 6

      Sell with it

      Specialty findings in outreach.

      Sales Manager, SMB & Mid-Market ongoing

    First result
    3 quarters
    Cost
    Analyst and PR time
    Owner
    SVP of Marketing

    Smallest test

    Publish one chart on referral turnaround.

    Why it works

    Publish an aggregated, de-identified yearly report: referral volumes by specialty, time from arrival to filing, share missing information, and the gap between manual and automated practices. Launch it with associations and press.

    Original data earns citations, press and links, and gives reps a reason to call every specialty.

    Risks and how to handle them

    • Customer contracts limit data use

      Use only aggregated data that the terms permit.

    Evidence

    • Your websiteHomepage: H1 "Automate The Healthcare Document Work That Slows Care"; promises "Capture more referrals and revenue", "Recover the Referral Revenue You're Already Losing"; headline proof is one customer, Eye Associates for New Mexico (15 locations): "$3.6M Annual Economic Impact", "50% Less Manual Work", "25% More Referrals Processed", "4 Weeks Typical Deployment". It also offers APIs to "embed fax and document automation into your solutions".Source
    • Your website"mFax is Now Documo" page: founded 2017 as mFax; "1,000+ Customers" by 2019; Series A led by Arthur Ventures (2020) and Series B led by Radian Capital (2021); a proprietary fax network in 2024; in 2025 "mFax, mSign, and mDrive unify under one brand" and Intelligent Document Processing and eSign go live; Direct Secure Messaging in 2026. Comparison URLs still use the old name (/blog/concord-vs-mfax-..., /blog/mfax-vs-retarus-..., /blog/faxplus-vs-mfax-...).Source
    • Your channelsYouTube channel @DocumoCS: 31 subscribers, 21 videos, about 4,600 total views. robots.txt explicitly welcomes AI search crawlers ("AI Search Crawlers — explicitly welcome": GPTBot, OAI-SearchBot, ClaudeBot, PerplexityBot).Source
  • 18

    The homepage promises to surface incomplete prior authorization packets "the moment they arrive", and there are pages for payers and MSOs. Prior authorization is one of the costliest administrative problems in US healthcare and has buyers with budget on both sides.

    High impactHigh effort First result in 4 quarters CEO

    First action

    Interview five MSO and payer customers about packet rework.

    How to measure it

    Prior auth pilots

    Now
    –
    Target
    3
    By
    3 quarters

    Steps

    1. 1

      Interview buyers

      MSOs and payers.

      Product Manager, Document Automation 1 month

    2. 2

      Define checks

      Required documents by payer.

      Product Manager, Document Automation 1 month

    3. 3

      Build the flag

      In Workspaces.

      Engineering 1 quarter

    4. 4

      Run pilots

      Three organizations.

      SVP of Sales 1 quarter

    5. 5

      Publish results

      Rework and days saved.

      Product Marketing Manager 1 month

    6. 6

      Decide

      Separate line or feature.

      CEO 1 month

    First result
    4 quarters
    Cost
    Product and engineering time
    Owner
    CEO

    Smallest test

    Measure rework on one MSO's packets for a month.

    Why it works

    Build a focused offer: incoming authorization packets are checked against the payer's required documents and flagged before submission. Pilot with two MSOs and one payer, publish results, then sell it as its own product line.

    A narrow, measurable product sells faster to large buyers than a general platform.

    Risks and how to handle them

    • Payer rules change often

      Start with the few payers pilot customers use most.

    Evidence

    • Your websiteHomepage: H1 "Automate The Healthcare Document Work That Slows Care"; promises "Capture more referrals and revenue", "Recover the Referral Revenue You're Already Losing"; headline proof is one customer, Eye Associates for New Mexico (15 locations): "$3.6M Annual Economic Impact", "50% Less Manual Work", "25% More Referrals Processed", "4 Weeks Typical Deployment". It also offers APIs to "embed fax and document automation into your solutions".Source
    • Your websiteSitemap (302 URLs, checked October 21, 2026): 229 blog posts (latest October 12, 2026), 25 of them comparisons or alternatives with fax vendors (eFax, RingCentral, Concord, RightFax, OpenText, iFax, SRFax and others) and none with AI referral or intake vendors; 14 use-case pages (healthcare, MSOs, payers, healthtech, resellers, UCaaS/MSPs and roles); 5 case studies; 3 workflow pages (referral management, prior authorization, patient intake); 6 integration pages (Jane, ModMed, NextGen, PointClickCare, eClinicalWorks, Crexendo); 2 webinars, the latest August 2026; event pages /hlth-2025/ and /himss/.Source
    • HiringSenior DevOps Engineer (remote, posted October 14, 2026): runs "the cloud platform that runs Documo's document processing and fax products, including the infrastructure behind our AI and machine learning services" as "our product catalog and AI workloads grow"; up to 10% customer-facing, "mainly escalations, connectivity and integration discussions, and security reviews". Every post describes Documo as "a fast-growing B2B SaaS company" turning faxes and forms into "structured, usable data".Source

Wildcards 3

Unexpected experiments, each with a cheap way to test it.

  • 19

    mFax became Documo in 2025, but comparison URLs still read "concord-vs-mfax" and "mfax-vs-retarus". Some buyers still search the old name, and AI assistants may still describe mFax as a separate product.

    Medium impactLow effort First result in 1 month Content Marketing Manager

    First action

    List every URL containing "mfax".

    How to measure it

    mFax query clicks

    Now
    –
    Target
    Keep or grow
    By
    1 quarter

    Steps

    1. 1

      List URLs

      All "mfax" paths.

      Content Marketing Manager 1 hour

    2. 2

      Pick new slugs

      Documo names.

      Content Marketing Manager 1 day

    3. 3

      Redirect

      301 from old URLs.

      Web Developer 1 day

    4. 4

      Update links

      Internal links.

      Web Developer 1 day

    5. 5

      Check Search Console

      Traffic after the move.

      Marketing Operations Manager 2 weeks

    6. 6

      Update /mfax/

      Answer old-name searches.

      Content Marketing Manager 1 day

    First result
    1 month
    Cost
    $0
    Owner
    Content Marketing Manager

    Smallest test

    Redirect one post and watch it for two weeks.

    Why it works

    Move the comparison posts to Documo URLs with 301 redirects, keep a short "formerly mFax" line in titles where it helps, and make the /mfax/ page the clear answer for "mFax" searches.

    Clean names reduce confusion in search and AI answers while keeping the traffic the old name still brings.

    Risks and how to handle them

    • Short-term ranking dip

      Move a few posts first and watch.

    Evidence

    • Your website"mFax is Now Documo" page: founded 2017 as mFax; "1,000+ Customers" by 2019; Series A led by Arthur Ventures (2020) and Series B led by Radian Capital (2021); a proprietary fax network in 2024; in 2025 "mFax, mSign, and mDrive unify under one brand" and Intelligent Document Processing and eSign go live; Direct Secure Messaging in 2026. Comparison URLs still use the old name (/blog/concord-vs-mfax-..., /blog/mfax-vs-retarus-..., /blog/faxplus-vs-mfax-...).Source
    • Your websiteCompetitor comparison posts last updated August 14, 2026 (before the certification) still say HITRUST is pending. Concord comparison: "Documo's HITRUST e1 is in progress. If your security review requires HITRUST now, Concord clears it and Documo does not." WestFax comparison: "HITRUST Certified: e1 in progress, not yet certified". The Biscom, Retarus, Fax.Plus and iFax posts say the same. The Concord, Retarus, Biscom and WestFax posts quote "$250 Enterprise"; the Concord post: "Documo publishes $25, $100, and $250 monthly plans".Source
    • Your channelsYouTube channel @DocumoCS: 31 subscribers, 21 videos, about 4,600 total views. robots.txt explicitly welcomes AI search crawlers ("AI Search Crawlers — explicitly welcome": GPTBot, OAI-SearchBot, ClaudeBot, PerplexityBot).Source
  • 20

    Documo welcomes AI crawlers in robots.txt, so ChatGPT, Claude and Perplexity read its own pages, including the posts that said HITRUST was "in progress" and quoted a $250 plan. Buyers increasingly ask assistants to compare vendors before they visit any site.

    Medium impactLow effort First result in 1 month Marketing Operations Manager

    First action

    Ask three assistants whether Documo is HITRUST certified.

    How to measure it

    Correct answers to ten buyer questions

    Now
    –
    Target
    9 of 10
    By
    1 quarter

    Steps

    1. 1

      Write questions

      Ten buyer questions.

      Product Marketing Manager 1 hour

    2. 2

      Baseline

      Answers and sources.

      Marketing Operations Manager 1 day

    3. 3

      Fix sources

      Pages behind wrong answers.

      Content Marketing Manager 1 week

    4. 4

      Add a facts page

      Short page linked to the facts register.

      Web Developer 1 week

    5. 5

      Repeat monthly

      Log changes.

      Marketing Operations Manager monthly

    6. 6

      Report

      To marketing and sales.

      Marketing Operations Manager monthly

    First result
    1 month
    Cost
    $0
    Owner
    Marketing Operations Manager

    Smallest test

    Run the ten questions today.

    Why it works

    Each month ask the main assistants ten buyer questions (is Documo HITRUST certified, Documo vs Concord, Documo pricing) and log the answers and sources. Fix the source pages behind wrong answers.

    It shows whether the corrections reach the answers buyers now read first, and catches the next stale fact early.

    Risks and how to handle them

    • Answers vary by session

      Ask each question several times and record the majority.

    Evidence

    • Your channelsYouTube channel @DocumoCS: 31 subscribers, 21 videos, about 4,600 total views. robots.txt explicitly welcomes AI search crawlers ("AI Search Crawlers — explicitly welcome": GPTBot, OAI-SearchBot, ClaudeBot, PerplexityBot).Source
    • Your websiteCompetitor comparison posts last updated August 14, 2026 (before the certification) still say HITRUST is pending. Concord comparison: "Documo's HITRUST e1 is in progress. If your security review requires HITRUST now, Concord clears it and Documo does not." WestFax comparison: "HITRUST Certified: e1 in progress, not yet certified". The Biscom, Retarus, Fax.Plus and iFax posts say the same. The Concord, Retarus, Biscom and WestFax posts quote "$250 Enterprise"; the Concord post: "Documo publishes $25, $100, and $250 monthly plans".Source
    • News coverageBusiness Wire, September 2026: "Documo Achieves HITRUST e1 Certification, Demonstrating Commitment to Cybersecurity and Information Protection", covering its platform on Google Cloud Platform.Source
  • 21

    The sitemap still lists /hlth-2025/ and /himss/ pages. Event pages from past years tell visitors the team is not active, while health systems plan their conference meetings weeks ahead.

    Medium impactLow effort First result in 1 quarter SVP of Marketing

    First action

    Check the traffic to the old event pages.

    How to measure it

    Event meetings booked

    Now
    –
    Target
    20 per major event
    By
    2 quarters

    Steps

    1. 1

      Check traffic

      Old event pages.

      Marketing Operations Manager 1 hour

    2. 2

      Build the page

      Upcoming events and booking.

      Web Developer 1 week

    3. 3

      Redirect

      Old pages to the new one.

      Web Developer 1 hour

    4. 4

      Target accounts

      Pre-event emails.

      Sales Manager, SMB & Mid-Market 2 weeks

    5. 5

      Run meetings

      At each event.

      SVP of Sales per event

    6. 6

      Measure

      Meetings to opportunities.

      Revenue Operations per event

    First result
    1 quarter
    Cost
    Event budget
    Owner
    SVP of Marketing

    Smallest test

    Redirect the 2025 page today.

    Why it works

    Redirect old event pages to one evergreen "Meet Documo" page listing upcoming events, with a meeting booking link and a short workflow demo video. Promote it in pre-event emails to target accounts.

    Booked meetings at events are among the best enterprise pipeline sources, and the page reuses the traffic the old pages already get.

    Risks and how to handle them

    • Few events planned

      Include virtual sessions and webinars.

    Evidence

    • Your websiteSitemap (302 URLs, checked October 21, 2026): 229 blog posts (latest October 12, 2026), 25 of them comparisons or alternatives with fax vendors (eFax, RingCentral, Concord, RightFax, OpenText, iFax, SRFax and others) and none with AI referral or intake vendors; 14 use-case pages (healthcare, MSOs, payers, healthtech, resellers, UCaaS/MSPs and roles); 5 case studies; 3 workflow pages (referral management, prior authorization, patient intake); 6 integration pages (Jane, ModMed, NextGen, PointClickCare, eClinicalWorks, Crexendo); 2 webinars, the latest August 2026; event pages /hlth-2025/ and /himss/.Source
    • HiringSales Manager, SMB & Mid-Market (remote, posted October 14, 2026): owns "the team's combined new-logo ARR quota", will "Apply the Documo Sales Playbook and Challenger best-fit customer profile Persona Playbook in daily selling scenarios", "Partner with Enablement and Product Marketing to refine playbooks, competitor comparisons, and segment messaging", design "a structured, methodology-focused onboarding program" with "clear ramp milestones", and work with the SVP of Sales "on territory planning, lead routing, and capacity models". The post calls it "a ground-floor opportunity to build Documo's sales management layer".Source

03

How Programmable can help

Where an idea in this playbook is something Programmable builds or runs, it's listed here with what we'd do. Everything else is yours to run.

Have it built

ProgrammableAgency

1 of the 21 ideas are things Programmable builds and runs for its customers: pages, outreach, prospect lists, booking flows and monitors. Pick one, or send the whole list.

Prospect lists1The list compiled from public sources, verified, deduplicated and delivered to your CRM.

A 30-minute session with the engineer who would build it, not a sales call. You leave with a plan whether or not you hire us.

Book a working session

Usually live within days.

Tools for the rest

ProgrammableInfo

Turn the research into a list you can act on

These ideas start with finding the right companies. Info finds them and the right person at each, researches every one and drafts the outreach, then asks before it sends.

  • Build this list in Info for idea #5 (opens programmable.info in a new tab)
  • Build this list in Info for idea #10 (opens programmable.info in a new tab)

New accounts: 100,000 free credits with code BETA100K

Find the companies (opens programmable.info in a new tab)
ProgrammableTalk

Fill the events in this plan

These ideas are events. Talk gets registrants for them and tells you who's coming and what their company does before the day.

Plan an event (opens programmable.talk in a new tab)
ProgrammableDigital

Show it, don't just describe it

These ideas need something to show: a demo, a video, an animation, graphics or a deck. Digital turns screenshots or the site into all of them, in the company's own brand.

Make a demo (opens programmable.digital in a new tab)
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See every playbook and website review

Independent research. Programmable wrote this playbook from public sources, as they stood on October 22, 2026, and cites them throughout. Documo did not commission, review or endorse it, and Programmable is not affiliated with Documo. Company and product names are trademarks of their owners, used only to identify them. The ideas are suggestions and opinion, not professional, legal or financial advice, and not statements about how Documo runs its business.

Something wrong, or do you represent Documo? Email [email protected] and we will correct it or take it down.

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

  1. Days 1 to 308 ideas

    Correct the comparison pages, reopen HITRUST deals, build the facts register, add revenue to the calculator, give the Account Growth Manager a target list and route trials; start the assistant answer check and the mFax redirects.

    Programmable can ship 1 of these in days.

  2. Days 31 to 6010 ideas

    Automation comparisons, specialty pages, renewal readouts, Direct messaging cross-sell, rep ramp, the reseller add-on, integration demand, webinars and page weight; replace old event pages.

  3. Days 61 to 903 ideas

    Commit to the big bets: a self-serve automation tier, the referral data report and a prior authorization product line.

The research behind the plan

3 research areas, each summarised in a few lines. Open any of them for the full detail.

Customers

What customers say

Customers value reliable, HIPAA-compliant fax with a high delivery rate. The most cited problem: referrals waiting in fax queues.

  • US-based support
  • Staff time spent reading and retyping documents
  • In their words: “referrals”

Market

Competitive landscape

5 competitors compared: Concord Technologies, Medsender, Tennr, Consensus (eFax Corporate) and 1 more.

  • Gap to exploit: Self-serve, published pricing for referral automation
  • Concord Technologies: No published pricing
  • Medsender: Narrower infrastructure and API story

Hiring signals

Documo is building its first sales management layer and a growth role for existing accounts.

  • Sales Manager, SMB & Mid-Market: New-logo ARR, competitor comparisons, ramp and lead routing. Ideas 1, 2, 6, 7, 11.
  • Account Growth Manager: Cross-sell the suite, expand usage and secure renewals. Ideas 5, 9, 10.
  • Senior DevOps Engineer: Infrastructure for growing AI workloads and customer security reviews. Ideas 2, 16.

From the team that wrote this playbook

All products
  • ProgrammableAgencyWorking AI systems in days, not quarters (opens programmable.agency in a new tab)
  • ProgrammableInfoAn agent that finds, researches and asks first (opens programmable.info in a new tab)
  • ProgrammableDigitalScreenshots in, an animated product demo out (opens programmable.digital in a new tab)
  • ProgrammableWatchKnow the day a supplier falls out of compliance (opens programmable.watch in a new tab)
  • ProgrammableTalkGet registrants for your events, and know who’s coming (opens programmable.talk in a new tab)
  • ProgrammablePageText what you need, your customer gets a page that works (opens programmable.page in a new tab)
  • ProgrammableCommunityForums with labelled AI members, never empty (opens programmable.community in a new tab)
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