4 Tools for Customer-First Growth
4 Tools for Customer-First Growth
The frameworks we wish we had in year 1
The frameworks we wish we had in year 1
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We cut our sales team 75%. Cut marketing $750K. And then achieved record revenue and doubled new clinical evidence.
For six years, we tried to muscle our way into hospitals by scaling up - bigger sales teams, more spend, traditional playbook. It didn't work.
This did.
The 4 Tools
The 4 Tools
1. Customer Health Monitoring ("Bear Hug")
Weekly reviews that prevent churn and spot growth opportunities.
Answers: "Who else is using it?"
2. Implementation Guide
Get from signature to clinical stickiness.
Answers: "How are they using it?"
3. Evidence Tracker
Capture proof points by Product × Patient Population × Evidence Type.
Answers: "What were the results?"
4. Revenue Model (and Comp Plan Lessons)
Honest assumptions and aligned incentives that match reality.
Enables: Strategic decisions and team alignment.
Foundation
All four tools ran on 3-person cross-functional pods: Sales + Applications + Medical Affairs.
Small, coordinated "special forces" teams beat large, siloed organizations.
Companies scale up like they've already crossed the chasm - building big sales teams, burning capital as if they have a repeatable formula. In reality, the oversized commercial team just reduces runway to generate the evidence you actually need to cross.
Current Customers Are the Flywheel Engine: For years, we fell into the trap of always chasing the next new customer - with underwhelming results. The turnaround started when everyone on the team woke up asking: How do I improve the current customers’ experience today? Everything good flows from that focus. Happy current customers act as references, generate evidence, and attract qualified prospects.
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