Navigating a changing environment at speed – Triggerfish

Mirko Roettgers is the Integrator for Triggerfish, a Brisbane based technology company. Triggerfish helps clients maximise their customer experience platforms to engage and market to both current and new customers.

Mirko geographic and professional journey to arrive at Triggerfish provides interesting insights to business. In this episode, Mirko discusses his leadership experiences, how he engages his team and where he draws his motivation. Mirko provides his observations about the Entrepreneurial Operating System (EOS) and how it has shaped Triggerfish.

Transcript

Murray Smith: Mirko Roettgers from Triggerfish—welcome to Gripping Business Tales.

Mirko Roettgers: Hello, Murray. Good to see you.

Murray: It’s great to do one of these in person for a change. Thanks for coming on. We’ll get into what Triggerfish does shortly, but first, let’s start with you. Can you share one personal and one professional success you’ve had lately?

Mirko: Personally, it’s a big one—we just finished building a new home and moved in last week. It’s been a journey, especially in this current climate, so finally enjoying it has been a real highlight.
Murray: Fantastic. And professionally?

Mirko: Over the past three to four months, we did an extensive US road trip in June and July. We met with clients, explored new partnerships, and connected with potential customers. It was a really valuable experience.

Murray: Excellent. So people might be wondering, what exactly is Triggerfish, and why are you travelling to the US?

Mirko: We’re a technology company helping enterprise clients maximise their investment in digital experience platforms. We focus less on the technology itself and more on how to strategically use it to grow a business—at scale and with purpose.

Murray: That ties into the term “MarTech” which gets thrown around a lot. How would you define that?

Mirko: It’s quite simple—it’s the combination of marketing and technology. Using a technology platform to accelerate and support marketing activity. These days, every marketer needs tools to operate effectively, and that’s where MarTech sits.

Murray: Let’s pivot to EOS now. You’ve been running on EOS for a while?

Mirko: Yes—around four to five years. Our founder, Ben Shapira, is actually an EOS Certified Coach, so we adopted EOS very early.

Murray: And when did you join Triggerfish?

Mirko: Fourteen months ago. EOS was already in place by then. Interestingly, I was previously a client of Triggerfish, so I was exposed to the EOS style from the outside before stepping into the business.

Murray: That’s unique. How was it joining a team already using EOS?

Mirko: I had a decent understanding of it, but still encountered some new tools and terminology. What I liked was how it simplifies everything—there’s real focus and clarity. It cuts out the noise that distracts many businesses.

Murray: You mentioned Triggerfish used Level 10 meetings even when you were a client. How did you find that?

Mirko: It worked well. It created structure and consistency with a weekly rhythm. Initially, it took some adjustment—not emailing back and forth daily and instead holding things for the meeting. But it really improved efficiency.

Murray: I’m picking up a bit of an accent—tell us a bit more about your background.

Mirko: I’m originally from Germany. I spent time in the US, returned to Germany, and then moved to Australia in 2011. Since then, I’ve stayed put—built a home, started a family, and I now have three kids.

Murray: Back to business—when you started 14 months ago, what challenges were Triggerfish facing, even with EOS in place?

Mirko: Change is constant—we face new challenges weekly. But what I’ve learned is that while we use some EOS tools well, others get forgotten. Reviewing and reapplying underused tools has been really helpful. It’s about maintaining consistency and making the most of what’s available.

Murray: Where do you see Triggerfish heading in the next few years?

Mirko: Growth is the key focus. We believe in our product and its relevance in the Australian market—though there’s opportunity overseas too. To reach our goals, we need the right people and solid processes. That’s what we’re building.

Murray: You’ve worked in Germany, the US and Australia. From your experience, outside of EOS, what advice would you give other business owners?

Mirko: For small to medium businesses, it’s all about the people. Surround yourself with the right ones. Tools like the People Analyzer help, but at the core, your team carries your culture and client relationships.

Murray: What do you look for in those people?

Mirko: Problem solvers. People who can figure things out—even outside their core role. And I value those who “report up”—they keep me informed and bring solutions, not just problems.

Murray: That takes trust. How do you build that trust with your team?

Mirko: I give people space. If I jump in too early, they won’t engage fully or learn. You have to let people explore—even fail. That can be tricky when you’re working to tight deadlines, but a bit of buffer allows room for growth.

Murray: You’re balancing that with performance and profitability. How do you manage both?

Mirko: It’s difficult. People respond differently to pressure and numbers. I keep a regular cadence of check-ins—not formal reviews, just simple “how’s it going?” chats. Asking the right questions helps me spot if someone’s veering off track.

Murray: Asking the right questions is key—but so is creating a safe environment for honest answers. How do you do that?

Mirko: I let people try their way, even if I suspect it won’t work. Sometimes I’m right, sometimes I’m wrong—but that’s where learning happens. And it reminds me that there are many ways to achieve a good outcome, not just my way.

Murray: That’s the real leadership challenge—knowing when to step back. How do you stop yourself from stepping in?

Mirko: Honestly, sometimes I just have too much going on to step in immediately. By the time I circle back, a week has passed—and that gives them time to work through it on their own.

Murray: Let’s talk about your clients. Who are some of the businesses you’re currently working with?

Mirko: We work with organisations like UnitingCare Queensland, IPC (a Subway franchise group across Australia, New Zealand and the US), GPN (a global payments network), and Equip Super, among others.

Murray: And what results have you seen from your work with them?

Mirko: It varies by client. Most are focused on lead generation and acquisition, but many want to better use their data—centralising it, understanding customer journeys, and marketing more effectively. For example, we helped Equip Super build a holistic view of its members, enabling better communication and engagement.

Murray: So it’s about more than just generating leads—it’s about understanding your customers deeply.

Mirko: Exactly. In today’s transparent, data-driven world, you can’t just run a campaign and hope for the best. We help our clients measure real impact—across marketing, ops, and communications. It’s about connecting everything, from campaign spend through to financial results.

Murray: For SMEs listening, what data points should they focus on?

Mirko: First, make sure your data is connected. It doesn’t all have to live in one place, but it needs to be accessible and usable across marketing, ops, and finance. Second, work on identifying users when they engage with your digital assets. Knowing who’s visiting and how they behave helps you make digital assets far more meaningful.

Murray: Brilliant insights. If people want to learn more about Triggerfish, where should they go?

Mirko: The best place is triggerfish.com.au. You’ll also find us on LinkedIn—myself included. We’re always happy to connect.

Murray: I’ll include those links in the show notes. Mirko, thanks so much for coming on Gripping Business Tales. Great to hear about your journey, your leadership style, and the work Triggerfish is doing.
Mirko: Thanks, Murray. It was a pleasure.