How Fraxion Repositioned and Scaled After a Merger with Kalungi’s Help

Fraxion provides cloud-based spend management solutions that help organizations control budgets, improve compliance, and approve purchases. 

Originally established in South Africa, Fraxion merged with Seattle-based eRequester. But before the new, larger company could grow in the North American market, it needed to define its positioning, unify messaging, and align internal teams. That’s where Kalungi stepped in.

Results at a Glance:

• Unified positioning and messaging post-merger.
• Brand redesign and new website launched.
• GTM strategy implemented across teams.
• Internal team trained and aligned.
• SDR and sales leadership support.
• SEO, content, and ABM programs launched.

The Challenge: Two Companies, One Vision

Fraxion’s newly appointed CEO, Stanton Jandrell, faced two challenges: merging two organizations with different cultures and launching a unified product and brand to market. He needed experienced marketing leadership:

“The concept of an outsourced CMO was quite attractive,” said Stanton. “We could extract a huge amount of value from Stijn’s experience and the Kalungi team, but we wouldn’t be burdened with a heavy cost. For me, it was an absolute no brainer.”

The merger required strategic clarity. Fraxion needed clear messaging, an unbiased perspective, and leadership with experience scaling B2B SaaS companies to $20–$30M ARR.

“Having someone who didn’t have a horse in the race, who had no previous allegiance to either of the two organizations, gave us an element of impartiality,” said Stanton. “Stijn was able to remove internal biases that existed. He was able to call on credible, market-tested experience to position us for launch.”

The Solution: External Leadership, Internal Alignment

Kalungi provided both the strategic direction and the execution muscle to help the new company:

• Define its unified brand positioning.
• Shift from feature-focused messaging to benefit-driven storytelling.
• Rebuild the website and brand.
• Coach and elevate the in-house team.

“Kalungi has a recipe booklet, if you will, for what a company like ours needs to do, and in what sequence, to define our brand and bring products to market. This was huge. Equally important were his marketing resources that we could draw upon with his team at Kalungi. And his willingness to mentor and bring up to speed our in-house marketing people.” - Stanton Jandrell

With Kalungi, Fraxion was able to communicate their newly merged story and offering with the customer at the heart of it. 

Execution: Strategic Focus with Operational Impact

With Kalungi’s support, Fraxion was able to:

• A customer-centric narrative replaced outdated product language.
• A new website and visual identity reflected the unified brand.
• Sales and marketing were aligned with a shared GTM strategy.
• SDR and sales leaders were recruited, trained, and activated.

“For me personally, there’s a lot of comfort in working with Stijn. It’s more than the guidance he provided for us; it’s his actual doing. He went out of his way to leverage his relationships to get us a seat at the table, to help us reshape our view of how we partner with some of the other ERP vendors out there. That was fantastic.” - Stanton Jandrell.

The Outcome: Clear Messaging, Stronger Brand, and Full Confidence

“I’d tell them we were so comfortable with Stijn that we offered him a position on the board. I can’t give a stronger endorsement than that.” — Stanton Jandrell, CEO

With Stijn and Kalungi’s help, Fraxion emerged from the merger not only unified in brand and vision but positioned to grow confidently in the North American market.

Need a Marketing Partner Like Fraxion?

If your company is facing a merger, rebrand, or shift in GTM strategy, Kalungi can help you define your message, build your system, and scale.

Book a discovery call.