Upgrading Systems to Support a Modern Commercial Approach
A global healthcare technology company was constrained by an outdated CRM system that lacked functionality, offered a poor user experience, and wasn’t integrated with sales or marketing processes. Adoption was low, training was minimal, and the system wasn’t aligned with the customer journey or internal governance. Marketing and sales operated in silos, making it difficult to scale or manage commercial activities effectively.

Laying the Foundation for Scalable Growth
To address these challenges, the company saw an opportunity to implement a new CRM that could align with business needs, improve usability, and support collaboration across functions. The aim was to create a system not just for tracking data, but for enabling better execution, visibility, and performance across the commercial organization.

Driving a Collaborative Transformation Process
Sales and marketing leaders were engaged to understand pain points and define future requirements. These were translated into a CRM blueprint aligned with sales processes, performance management, and governance. A cross-functional selection process was used to evaluate CRM vendors, ensuring alignment and buy-in. A similar approach was taken to choose an implementation partner.

The system was rolled out in agile sprints, with strong user involvement to test, refine, and validate functionality. Super users were trained early and supported a train-the-trainer rollout. Post-launch coaching and monitoring reinforced adoption and integration into daily routines.

Embedding New Ways of Working
The new CRM quickly became part of the commercial workflow. Adoption rates rose, user satisfaction improved, and transparency across the pipeline increased. Quote and proposal turnaround times shortened, and opportunity tracking became standardized. Sales and marketing alignment improved, supporting a more modern and scalable go-to-market model.