Results
Reframed Pivot's positioning to a finance outcome, grounded in ICP, 13-competitor, and 33-call win-loss research run on Claude Code with custom PMM skills
Built an AEO strategy with AI-citation monitoring (AirOps) to win procurement queries in AI search, plus a Coupa-replacement whitepaper
Vibe-coded four interactive decision tools, including a live lead-capturing Coupa renewal quiz, and shipped them on Vercel and GitHub
Overview
Pivot is the AI operating system for procurement. It runs the whole source-to-pay cycle, sourcing, approvals, purchasing, invoicing, payments, and reporting, in one platform, with real-time visibility into committed spend. Founded in 2023 and run from Paris and New York, Pivot processes around $3 billion in invoices a year for enterprises like DoorDash, Lemonade, and Flix, and its 2026 Series B took total funding to roughly $70M. It competes against the legacy giants, Coupa and Ivalua, and the intake-first newcomers like Zip.
Pivot brought me in as its content consultant, working with its CMO, Ram, and its content manager, Yasmina. Procurement is a category where every vendor's content reads the same: a tool, a feature list, a demo. Pivot needed content that did two things generic category content does not. It had to reframe procurement as a finance outcome, the lever a CFO pulls for profit and margin, and it had to show up where procurement buyers now start their research, which is increasingly AI search.
A procurement buyer comparing five vendors reads five versions of the same feature list, and the content that sounds like everyone else gets filtered out. By 2026 a growing share of that research starts in ChatGPT and Perplexity, where Pivot barely appeared. Content that only described the product, on pages no AI engine cited, lost the buyer before the first call. Pivot needed content with a sharper argument, in the places buyers actually look.
Scope
I built the engagement in sequence, the way it has to go: the research foundation first, then the strategy, the anchor content, and finally the interactive tools. All of it on Claude.
The context, first. I ran ICP research, a 13-competitor analysis, and win-loss across 33 sales calls using Claude Code and my own library of PMM skills, then used the findings to reframe Pivot's positioning from a tool story into a finance-outcome story: procurement as a lever for profit, margin, and cash. Everything downstream stands on this.
An AEO strategy to win AI search. With that positioning set, I built the plan to get Pivot cited in ChatGPT, Perplexity, and Google AI Overviews on the procurement questions buyers ask, using a custom AEO skill, and set up AI-citation monitoring in AirOps so the team can see where Pivot is winning.
The anchor content. A Coupa-replacement whitepaper and the head-to-head comparison content, written with Claude against the finance-outcome positioning and the competitor research, so the argument and the evidence came from the same place.
Four vibe-coded decision tools. An S2P calculator, an ROI calculator, a lighter ROI tool, and a live Coupa renewal quiz that scores how close a buyer is to switching and captures the lead. I vibe-coded all four with Claude Code and shipped them on Vercel and GitHub, brand-matched and embeddable on Pivot's own site.
"We brought Matteo on to restructure our content strategy. In a few months he analyzed 100+ of our sales calls and 13 competitor deep-dives, locked a clear messaging, AEO content strategy, and shipped unique content assets: multiple vibe-coded interactive tools, and a thorough evergreen content piece that goes against the grain. The work of what would've been three separate hires (positioning consultant, content marketer, brand designer) compressed into one collaboration. Matteo is a strategist, an executor, and has also proven to be a great coach along the way. He works fast, and delivers with great attention to detail, which is indispensable at Pivot. He exceeded my expectations, and I’m sure he’ll exceed yours too."
Yasmina Benzakour
Impact
Pivot came away with a content system built on its own research and shipped end to end on Claude:
A finance-outcome reframe, grounded in ICP research, 13 competitors, and win-loss from 33 sales calls, all run on Claude Code with custom PMM skills
An AEO strategy and AI-citation monitoring built to win procurement queries in ChatGPT, Perplexity, and Google AI Overviews
Anchor content: a Coupa-replacement whitepaper and the head-to-head comparison content
Four vibe-coded decision tools, including a live Coupa renewal quiz that scores a buyer's switching window and captures the lead, shipped on Vercel and GitHub
