Elevating buying group engagement for leading med-tech provider

Challenge

The veterinary industry was undergoing enormous growth. Mergers and acquisitions were creating larger corporate-owned practices. This meant our client’s sales teams needed to adapt to effectively engage with a shifting buyer landscape, using insights from real buyers. With each account’s opportunity value surging to ten times its previous worth due to market consolidation, the firm had to quickly formulate a strategic response.

At a glance

• Scaled program across 200 accounts
• Greater standardization and higher quality processes across buying groups
• Enabled 60+ stakeholders from sales, marketing, and delivery teams

Action

• We did an in-depth exploration of buyer journeys, incorporating interviews with real buyers and internal stakeholders
• We conducted comprehensive buyer persona mapping and trigger analysis, encompassing the entire spectrum from buyer journeys to outcome cascades

Impact

Through careful analysis and strategic planning, we implemented highly bespoke and relevant engagement framework. This successfully refined and elevated client journeys, particularly for new key account buyers. Our tailored approach played a crucial role in enhancing the overall buyer experience, ensuring that every interaction was meaningful and aligned with client objectives.

• Scaled program across 200 accounts
• Achieved greater standardization and elevated process quality across buying group
• Empowered over 60 stakeholders from sales, marketing, and delivery teams