Founded in 2020, Focal Point is a provider of an end-to-end enterprise procurement management platform.


Focal Point

The company offers an end-to-end SaaS platform that easily integrates with existing procurement solutions. Used by some of the most well-known enterprises, Focal Point’s open APIs enable Chief Procurement Officers to unify siloed data and leverage real-time analytics to monitor productivity, track requests, manage workflows and save money. Headquartered in Atlanta, the company has a distributed workforce with a presence in both Ukraine and the U.S.

Campaign Objective

Onboarding Focal Point in the spring of 2022, Indicate Media’s objectives were to introduce the company to the U.S. media following its first round of funding. Focal Point was, specifically, looking to achieve visibility in the procurement and supply chain press in an effort to drive lead generation and conversion. The Indicate team launched the campaign by securing an exclusive article in TechCrunch and creating a thought leadership presence for Focal Point’s CEO, Anders Lillevik, across multiple industries. To advance Focal Point’s business objectives, the Indicate team also launched a five-part LinkedIn article series authored by Lillevik. 

The Business Challenge

In the age of digital transformation, procurement orchestration is still somewhat in the dark ages. Today’s procurement management is complex and is hampered by siloed data and manual outdated processes, including spreadsheets. Existing solutions only address parts of the entire procurement process, which has caused a blindspot for Chief Procurement Officers who need to ensure productivity for their organizations along with access to analytics that provides maximum value.

Focal Point fills these gaps and blindspots by providing a single solution to manage and integrate all procurement activity including intake & triage, execution and collaboration, and performance management. Focal Point automates every step of the procurement process with a simple UI and integrates seamlessly with any existing procurement solution.

Execution Strategy

We sought to execute a strategy that highlighted these pervasive problems related to procurement orchestration. The team also wanted to leverage the direct procurement experience of Focal Point’s CEO, who spent more than 20 years in global procurement roles for large financial services organizations. Additionally, Indicate Media focused on highlighting the company’s venture-backed funding and raising awareness in the online and social media landscape by:

  • Introducing trade journalists to Anders’ story and vision for how and why he founded Focal Point
  • Positioning Anders as a thought leader across the procurement space, as well as various vertical industries, by developing and placing content in numerous trade publications 
  • Creating a LinkedIn strategy to raise further awareness of the problem with today’s procurement orchestration

The Results

Indicate Media team successfully garnered significant media placements for Focal Point in a variety of tech and industry trade publications including TechCrunch, Procurement, Supply Chain Brain, and Supply & Demand Chain Executive among many others. Additionally, the team secured the CEO’s inclusion into the prestigious Forbes Council.

Within the first month of Focal Point’s public relations campaign, the corporate LinkedIn handle saw a 696% increase in impressions and an average of 139% increase month-to-month over the first 6 months.

Additionally, Focal Point was awarded industry recognitions, including being named a 2022 Top Tech Startup by Food Logistics and Supply & Demand Chain Executive and its inclusion on the Spend Matters Future 5 List.

“Focal Point’s software enables Chief Procurement Officers to completely modernize the way they manage their role and team in the enterprise. Our powerful analytics and automation capabilities empower procurement leaders to transform their departments from a cost center to a strategic driver of growth and revenue through data-driven decisions. Public Relations plays a very important role in raising awareness amongst the top CPOs and educating them about the value we bring to the table. The Indicate Media team has been an important partner as we scale and amplify our voice in the industry.”

Anders Lillevik, Chief Executive Officer, Focal Point

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