When this med-tech company was acquired by a private equity firm, the value creation plan called for the company to generate $50M incremental bookings by 2020, requiring 40% CAGR — nearly double the historical growth rate.
The company sought to make targeted investments into the sales organization in order to support rapid growth and create a scalable commercial model. The PE firm had identified that previously conservative sales and marketing approach had not positioned the company well to drive this kind of growth. The portfolio company had been starved of investment, as the previous owners were focused on cost-cutting in order to improve EBITDA.
The company needed to rapidly identify and incorporate best practices into its commercial model.
The first step was to conduct a rapid assessment of the company’s commercial capabilities. This intensive, 2-week diagnostic led the company to pursue the following recommendations:
SBI knew the rapid pace needed for change (given the new owner’s value creation plan) required the company’s ownership and leadership team to be fully invested.
Working methodically, SBI validated market opportunity through account segmentation and identified those accounts most likely to purchase. Multiple voice-of-customer (VoC) interviews were conducted to create a robust persona and buyer process map playbook. Additionally, a 5-year proforma was created to guide staffing decisions across all sales roles.
SBI developed the 5-year strategic staffing plan to evolve the sales model from new logo acquisition to retention and expansion. The recommendations support a projected CAGR of nearly 40% with a ~3x increase in sales headcount and a rapidly declining expense-to-revenue (E/R) ratio over the next five years.
SBI’s Healthcare Practice team members come from leadership roles and consulting engagements within top healthcare companies and understand the challenges healthcare executives face today.
Doug Bain, SBI's Healthcare Practice Leader, is a revenue-driving executive operator and consultant with experience that ranges from Fortune 100 companies to startups
Connect with Doug to ask any questions you have, benchmark your organization against competitors, and access cutting-edge revenue growth methodologies:
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