Xtracta: From OCR provider to intelligent automation challenger
CLIENT CASE STUDY
Client Snapshot
Xtracta is a New Zealand–based pioneer in Intelligent Document Processing (IDP) - automating data capture from invoices, forms, and unstructured documents. With an AI engine embedded in major platforms worldwide, Xtracta enables companies to convert messy documents into structured, usable data in seconds.
After years of steady growth through word-of-mouth, inbound web leads and referrals, the business reached a strategic plateau. Despite strong technology and loyal partners, growth had slowed, and Xtracta risked losing early-mover advantage as competitors like ABBYY, Rossum and UiPath expanded into its space.
The Need:
Xtracta’s leadership recognised a familiar trap for technical innovators: world-class product, limited market clarity.
Key challenges included:
Unclear positioning across audiences, from ISVs to enterprise buyers.
Low brand visibility in emerging IDP markets.
Fragmented marketing activity with no scalable GTM system.
Time-to-market pressure, as global players began locking in enterprise relationships.
The business needed to reclaim its category leadership, shifting from quiet infrastructure provider to visible, confident challenger brand.
The Approach:
Flux partnered with Xtracta to rebuild its growth architecture from the inside out, combining deep customer insight, category reframing, and a new go-to-market system.
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Flux conducted interviews with customers, partners, and product teams to uncover what Xtracta’s best customers truly valued.
The research revealed that mid-market ISVs and operations teams weren’t buying OCR technology; they were buying trust, simplicity, and speed to value. -
The insights evolved into a Positioning Canvas and Opportunity Radar, defining where Xtracta could win and grow:
Strengthen and scale ISV partnerships across US & AU.
Develop reseller and direct-to-customer channels to build brand visibility and margin.
Expand into new IDP + LLM product lines for emerging automation markets.
This stage reframed Xtracta’s story around its mid-market leadership and “invisible intelligence”, data automation that disappears seamlessly within customer platforms.
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We went to define a complete Go-to-Market Engine, connecting marketing, sales, and customer success into a unified operating rhythm.
Core components included:ICP Matrix & prioritisation for US and AU ISVs.
Sales enablement toolkit - playbooks, ROI calculators, battlecards, co-marketing kits.
Website conversion brief, positioning the site as the central GTM hub.
8-Stage GTM System integrating Apollo, Zoho, and analytics dashboards.
Operating cadence: daily speed-to-lead triage, weekly funnel reviews, quarterly win-loss insight cycles.
The Impact:
A Cohesive Growth Engine
The Flux partnership transformed Xtracta from an engineering-led, referral-based business into a market-ready, systemised growth organisation.
Key outcomes:
Clarity on “who we serve and how we win.”
Unified brand voice anchored in customer value, not product features.
A unified brand and positioning framework adopted across global teams.
Complete visibility from lead → revenue → retention, replacing guesswork with data. A clear pathway to restore 30% annual ARR growth by 2026.
A GTM engine linking sales, marketing, and customer success under a measurable cadence.
A live sales system supporting US BDRs, APAC sales, and partner teams with structured outreach and adaptive feedback loops.
A scalable foundation for expansion into the US ISV and reseller markets, built for future product diversification in IDP + AI/LLM automation.
The GTM engine now underpins all sales, marketing, and success motions, creating a single source of truth for growth.
Long Term Business Enablement
Xtracta is now poised to expand its market presence across the US ISV sector, expand into reseller channels, and develop next-generation intelligent document products.
Flux B2B continues to support this journey through growth system refinement, data-driven learning loops, and advisory services for the CEO.
“Flux helped us see the system behind the sale - connecting insight to execution. We now have a clear, repeatable engine for global growth.”
— CEO, of Xtracta
When clarity meets rhythm, growth follows.
If you’re trying to align positioning, structure, and a system can unlock sustainable momentum.
We can help with that.