Healthcare · B2B SaaS · 2022
GTM launch for a healthcare platform
01 — Executive snapshot
Role
Commercial Director (interim)
Scope
Pre-revenue platform · 4 founding sellers · 3 clinical segments
KPIs owned
- ARR
- Pipeline coverage
- Sales cycle
02 — The problem
A clinical software platform had product-market signal but no commercial discipline: undefined ICP, demo-led selling, no pricing model, and a 9-month average sales cycle that founders couldn't predict.
03 — Strategic approach
Anchored on a tight ICP (mid-size private hospitals, 80–250 beds), built a value-led pricing model with a per-bed anchor, and re-engineered the sales motion from demo-first to diagnostic-first with clinical champions.
04 — Execution
Defined ICP, buying committee map, and 3 reference accounts for proof
Built outbound + clinical-events playbook with measurable stage gates
Hired and onboarded 4 enterprise AEs with a 30-60-90 ramp scorecard
Stood up RevOps: HubSpot, forecast cadence, weekly pipeline reviews
05 — Impact & results
Validated against agreed KPIs.
+70%
ARR growth in first 12 months
−45%
Average sales cycle (from 9 to ~5 months)
3.4x
Pipeline coverage by Q4
Evidence · indexed growth (illustrative)
Quarterly index (Q1 baseline = 100). Replace with actual evidence chart or anonymised screenshot.
06 — Key takeaway
"In healthcare B2B, the fastest path to revenue is narrower targeting — not more demos."
— Juan Firmansyah