Effectively engaging buying groups for leading med-tech provider

Summary

The veterinary industry is undergoing enormous growth, with merger and acquisition activity creating larger, corporate-owned practices. Momentum helped a leading med-tech software and diagnostics provider* build a tailored and relevant engagement framework for new key account buyers and enhance buyer journeys.

At a glance

Greater standardization and higher quality processes across buying groups

Scaled program across 200 accounts

Enabled 60+ stakeholders from sales, marketing, and delivery teams

Situation

  • Sales team were used to dealing with a different type of buyer and needed to upskill quickly using insights from real buyers
  • Industry is undergoing mass consolidation and as a result, the buying process is undergoing massive change
  • Each account opportunity was worth 10x given the market consolidation

Action

  • Deep analysis of buyer journeys, with interviewing of real buyers and internal stakeholders
  • Buyer persona mapping and triggers, including buying journeys and outcomes cascades
  • Buyer engagement and outcomes, creating buyer personas and buyer journeys

Impact

  • Greater standardization and higher quality processes across buying groups
  • Scaled program across 200 accounts
  • Enabled 60+ stakeholders from sales, marketing, and delivery teams
*We take our clients' confidentiality seriously. While we've changed their names, the results are real.

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