When Oddr set out to bring the first true invoice-to-cash platform to the legal market, the company faced a challenge that runs deeper than ordinary go-to-market work: the category it occupied did not yet exist in the minds of buyers.

Law firms understood billing software, payment processing, and collections tools as separate, fragmented purchases, but no shared language existed for the unified, end-to-end approach Oddr had built. Without a defined category, even a superior product risks being measured against the wrong competitors and undervalued by the very buyers it serves.

Oddr engaged The Proxy Agency to function as its outsourced marketing department, owning marketing strategy and execution across the full funnel. The mandate was twofold and ambitious: bring the category Oddr had created to the legal industry, and build the marketing engine capable of carrying it to an audience of sophisticated Am Law 100 and Am Law 200 buyers.

Establishing a category is fundamentally different from competing within one, and the obstacles Oddr faced reflected that distinction. The work required Proxy to manufacture awareness, authority, and demand simultaneously, often before prospects had the words to describe the problem Oddr solved.

• No established market language existed for invoice-to-cash, leaving buyers to evaluate a unified platform against fragmented point solutions that solved only part of the problem.
• Sophisticated legal finance buyers required hard evidence and peer validation before engaging, raising the bar for credibility well above typical software marketing.
• Oddr needed a complete marketing function—strategy, content, thought leadership, demand generation, public relations, and sales enablement—built and operated from the ground up.
• The category story had to evolve over time, advancing from foundational education to a forward-looking vision without losing the audience built along the way.

Oddr defined and named the category. Proxy helped carry it to the market. Together, they articulated invoice-to-cash as a distinct category for the legal industry and built the original research to prove it. The 2024 Invoice-to-Cash Survey—a true partnership between Oddr’s domain expertise and Proxy’s research capabilities—became the foundational data behind the category, and the accompanying buyer’s guide equipped finance and billing professionals with a framework to evaluate solutions on the criteria that matter.

With the category defined, Oddr and Proxy built the engine to scale it together. Proxy designed and operated the full marketing function—thought leadership, public relations, social and LinkedIn strategy, email marketing, event presence, and demand generation—channeling Oddr’s story into every corner of the legal market. In the first full year, that shared engine generated more than 3.8 million total touchpoints, supported by an article program that grew from zero to six pieces in a single year and a press program whose media pickups climbed steadily as Oddr’s name entered the trade press.

As the category took hold, a direct, well-funded competitor emerged to pursue the same space—proof that the market Oddr had pioneered was real, but also a call to move faster. Oddr recognized that establishing a category was no longer sufficient; the company needed to differentiate decisively and outpace a better-capitalized rival. Proxy rose to that moment as a true strategic partner, not just an execution resource.

Oddr saw it first: the legal revenue cycle was shifting from automation toward intelligence. Working closely together, Oddr and Proxy introduced and positioned revenue intelligence as the next chapter of the category in 2025—moving the conversation from process efficiency to predictive insight, AI-driven forecasting, and client-level visibility. Proxy’s ability to shape and land that narrative with precision was central to how quickly the market moved with Oddr.

The repositioning earned its proof from a neutral authority: ILTA’s 2025 Technology Survey named Oddr among the legal industry’s important emerging applications, alongside Harvey, CoCounsel, Laurel.AI, Legora, and Jylo—cementing Oddr as an AI-enabled platform rather than a billing tool, and separating it from the entrant chasing the original category.

The partnership produced outcomes that validated both the category strategy and the marketing engine behind it, with marketing-led visibility translating directly into pipeline, revenue, and market position.

• Annual recurring revenue grew multiplefold in the first full year of the engagement, and the company went on to sustain 300 percent company growth with continued momentum into 2026.
• Marketing generated approximately half of new-business won deals, and by 2025 the marketing engine was sourcing tens of million in pipeline, with inbound demand growing 192% and then a further 140% year over year.
• Website traffic grew more than sixfold over the engagement, while the marketing database expanded more than threefold to over 5,300 contacts.
• LinkedIn impressions rose by more than 2,200 percent in a single year, with engagement climbing from 2.3 percent to 9.8 percent, roughly double the industry benchmark.
• The article program scaled from zero to thirteen published pieces across two years, generating well over one million in combined reach, including a single placement that reached more than 258,000 readers, while press pick-ups climbed from six to eleven year over year.
• More than 70 percent of new customers came from the Am Law 200, and in a decisive validation of the repositioning, ILTA’s 2025 Technology Survey named Oddr among the important emerging applications in legal technology, positioning the company as an AI-enabled platform rather than a billing system.
• Two industry-first research reports, built on Oddr’s data and domain expertise and produced with Proxy, established the invoice-to-cash category and its revenue intelligence evolution as industry vocabulary.

Oddr did not merely enter the legal technology market—it came to define a meaningful part of it. That achievement was built on exceptional product, a bold vision, and a marketing partnership that was genuinely integral to the journey. Oddr named a category, and together with Proxy built the engine to scale it and advanced the narrative before the market could catch up. The visibility, credibility, and pipeline Oddr carries today reflect both the quality of the platform and the quality of the partnership.

Proxy’s ownership of marketing strategy and execution across the full funnel turned Oddr’s vision into measurable, compounding growth.

“The Proxy Agency has been an important part of Oddr’s journey. They didn’t just market our product. They helped us bring our category and our research to life, and carry the revenue intelligence story to the people who needed to hear it. From the first invoice-to-cash survey to the 2026 benchmark report, Proxy brought real craft and strategic thinking to everything we did together. I’m proud of what we built as partners, and the results speak for themselves.”

— Milan Bobde, Co-Founder & CEO, Oddr