Consolidate GTM stack

BetterUp is a leading human transformation platform, and is partnering with Rox to grow pipeline and accelerate deal cycles. 

The goal: higher ARR per employee. 

After evaluating an internal build and multiple other vendors, they selected Rox to achieve:

• More first meetings

• Faster deal progression

• Higher win rates

• Larger renewal and expansion rates

Rox Impact on BetterUp

BetterUp needed a platform that could automate across the full GTM motion. Rox allows them to: 

1) Remove BDR workflows for account executives and account managers

Ultimately, Rox eliminates research and prospecting from a rep’s daily workflow. Rox brings in BetterUp's selling framework, ICP, and GTM signals to identify the right persona, content, and moment. Then, the agent builds the outreach strategy, writes the content, and delivers the campaign. 

2) Accelerate deal progression

Rox keeps deals moving by enabling more touches and less time spent on those touches per rep. With the Rox agent always on, reps can act at the right time with the right information.

"The biggest unlock you're going to find in your go-to-market motion is going to be agentic automation where possible. And Rox has that capability." - Austin Johnsey, Principal GTM Architect, BetterUp

Why BetterUp Chose Rox

1. Where Rox is Headed: 

BetterUp's evaluation was deliberately forward looking. They wanted to bet on the team that will for the future. 

BetterUp had their own AI engineers technically review the Rox team and interview Rox talent. Key factors in the decision:
→ Frontier model architecture: Rox uses leading models (GPT, Claude, etc.) rather than a closed proprietary model which ensures BetterUp is never locked into an outdated stack.
→ Agentic-forward roadmap: Rox was the first vendor that combined workflow automation with GTM data in a single product, making AI truly actionable.
→ White-glove implementation: A forward-deployed engineer handled implementation without requiring BetterUp to hire professional services, launching the pilot quickly with minimal internal investment.
→ Relationship quality: Consistent C-level engagement, a responsive support team, and a sales process that was straightforward.

2) The Build vs. Buy Decision: 

BetterUp considered building internally, but realized insights don't scale without access to internal data, and pointing MCP servers at a CRM or call recording tool doesn't hold up at enterprise scale. 

"You could put that proposal in front of your engineering team, and they could tell you… you're building a company internally at that point. And what is the opportunity cost of doing that? Or I can go and buy a solution." - Austin Johnsey, Principal GTM Architect, BetterUp

Consolidating the GTM Stack

BetterUp's long-term vision is to simplify the GTM tool stack. Rox allows BetterUp to do this.