Orderfox AI spots missing CHIRON machine tool buyers

Orderfox has deployed its Gieni AI system for the CHIRON Group to identify potential machine tool customers missing from the manufacturer's CRM records. The project found that 60% of relevant companies in the DACH market were either absent from the database or insufficiently captured.

The work focused on matching CHIRON's internal customer records with external market data drawn from 6.7 million company profiles worldwide. The exercise was intended to show which businesses may need machine tools but had not yet been identified by CHIRON's sales organisation.

Based in Tuttlingen, CHIRON makes CNC-controlled vertical milling and mill-turn machining centres, as well as turnkey and automation systems. The group employs about 1,600 people and sells into sectors including automotive, mechanical engineering, medical and precision technology, aerospace, and tool manufacturing.

CHIRON had been trying to improve a sales process that often took too long and reached the wrong prospects. In the DACH region, this left parts of its target market underdeveloped and limited visibility of companies that could become buyers.

Data match

Gieni AI compared CHIRON's CRM data with a broader market database to test whether the manufacturer's internal view of demand matched external evidence. The results suggested that more than half of the addressable market was not clearly visible in CHIRON's own systems.

This prompted CHIRON to reassess its approach to market development, using the external data set not only to add new names to its records but also to challenge assumptions about where demand sits. According to Orderfox, the system uses information on manufacturing networks, production capacity, and machine fleets to build a fuller picture of industrial buyers.

Martin Engels outlined the impact on the company's commercial planning.

“With Gieni AI, we have gained a complete picture of our addressable market in the DACH region for the first time,” said Martin Engels, CSO a.i., CHIRON Group. “The realization that 60 percent of the relevant companies were not yet captured in our CRM has changed our entire go-to-market strategy. We no longer address only the companies that already know us - but those that need us.”

Sales process

Beyond the market analysis, the project introduced a more automated top-of-funnel sales process built around the new data. It starts by identifying website visitors, then matching them against a target profile and researching relevant contacts through external tools.

Orderfox said Gieni AI then adds information on machine requirements, technology needs, and market context before automated outreach begins across different channels. The process also includes tailored blog content aimed at specific industries, while prospects can self-qualify through what Orderfox calls a Digital Twin before leads are passed to sales teams.

This is intended to reduce broad cold outreach and give sales staff leads backed by better supporting data. For manufacturers selling into fragmented and specialised markets, the approach reflects a wider effort to narrow the gap between broad market awareness and sales execution.

Industrial groups have increasingly sought to improve the quality of their prospecting data as sales cycles lengthen and buyers become harder to identify through traditional channels. In sectors such as machine tools, where sales depend on investment plans, production needs, and installed equipment, incomplete customer data can make targeting difficult.

Orderfox said the CHIRON project shows how manufacturers can move away from relying mainly on historic CRM records and existing contacts. Instead, external market intelligence can help identify businesses that fit a supplier's target criteria even if they have not previously engaged with the brand.

Timur Göreci said the CHIRON engagement highlighted a broader change in sales operations.

“Working with the CHIRON Group has shown us clearly: the sales organization of the future does not sleep. It works autonomously,” said Timur Göreci, CRO and COO, Orderfox. “The combination of Gieni AI's market intelligence and autonomous funnel orchestration redefines B2B sales in mechanical engineering. Anyone still qualifying manually today will lose the market tomorrow.”