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.
" We had a strong finish to an exceptional 2021....our outstanding results reflect the high levels of execution across the organization through the challenges of the COVID-19 pandemic.
CEO,
leading med-tech provider