From Flat to Fast: Outsmarting the Comfortable Revenue Results Curve

Following the assessment, we delivered an actionable commercial acceleration plan that included:

• New Revenue Stream Recommendations: Streamlined product portfolio Including potential new channel partners and adjacent verticals. Acquired small capital complimentary product adjacency. 
• Optimized Sales Org Structure: Realignment of roles, territories, and incentive structures to drive accountability and performance. Developed a framework to blend cultures, using strategy sessions and team-building workshops to align diverse sales mindsets. 
• Revised Go-To-Market Strategy: Realistic, market-informed GTM plans tailored for each product category and channel. 
• Messaging and Positioning Refresh: Revamped value propositions to increase close rates and reduce sales cycle length. 
• Sales Training, Enablement Tools, and CRM Enhancements: Recommendations to streamline sales process, drive adoption, and track performance, instill a practice of obtaining “the most amount of business in the shortest period of time”. Implemented targeted training for acquired sales force on hunter sales techniques, CRM adoption, and strategic account penetration, leveraging ADKAR’s change management methodology 
• KPI and Executive Dashboard: Rolled out a live performance dashboard tied to activity-based and outcome-based metrics. 
• Leadership Communications & Change Management Plan: Ensured alignment, buy-in, and momentum across the organization.

Execution is the mandate, Implementation is the discipline, Accountability is where strategy becomes revenue.

An accountability model was implemented to drive engagement and accountability at key levels of the organization. Reps were asked to commit to closing 5 business segments a quarter at a 90% probability rate. First line managers were asked to identify 5 business segments from their respective sale rep teams and close these at a 100% rate. 2 nd line management and marketing were asked to identify 5 business segments for the 1st line managers and close these at 100%. The executive level was asked to identify 2 business segments and commit to assisting with closing 2 of these per quarter. The result was a bottom up and top-down ownership that resulted in visibility and accountability at all levels of the organization leading to a strong results-oriented culture where everyone is involved and has ownership, incentives became aligned at all levels. HR reinforced this through regular engagement surveys and coaching to sustain cultural alignment and morale. 

Revenue increased to a 6-year CAGR of 4%, +$20 million in incremental revenue

• Executive Leadership Engagement: This ensured alignment and accountability from C-level stakeholders throughout the commercial organization. A result-oriented culture of engagement, visibility, and accountability up and down the commercial organization was developed and engrained
   
• Team Coaching & Development: Managers and reps were empowered to make the business decisions that they owned and were comfortable with. Due to engagement up and down the commercial organization, the sales teams were equipped with the support, tools and confidence to execute.
   
• Dynamic Commercial Dashboard Ownership/Market Performance Reviews: Due to the visibility of the business segment commitments that needed to be submitted with YTD expected incremental revenue and expected annual revenue, the quarterly cadence resulted in increased forecasting accuracy, win/loss analysis, and funnel velocity. Clear performance dashboards were developed and communicate to all to track in-flight KPIs and pivot quickly
   
• Advisory Support: The lock-step partnership and collaboration with HR is critical to the success of the entire process. Assessing existing talent, making talent decisions deploying the right talent in the right positions, hiring and onboarding next-gen sales talent, and fostering a unified culture through engagement initiatives were all imperatives that needed to be executed to equip the organization to compete in today's buying environment.
   
• Aligned Incentives: Designed a modern, tiered evaluation system with clear goals & objectives, regular feedback, and performance improvement plans to drive accountability and hunter sales goals.

Within 90 days, early wins included:

• 100% increase in qualified pipeline
   
• 100% lift in rep productivity or forecast accuracy
   
• 100% confidence in new market or channel penetration success
   
• A clear commitment was developed within the entire commercial organization to be results oriented and focused on the objective of meeting the organization’s commercial revenue goals.

Throughout the engagement, we deployed a proven leadership and communication style grounded in clarity, execution, and accountability:

• “Make the Complex…Simple” – Because complexity kills execution.
   
• “What People Don’t Know, They’ll Make Up” – Clarity eliminates confusion.
   
• “Silence is Acceptance” – Lack of feedback allows inefficiencies to persist.
   
• “DONE is a Four-Letter Word” – Accountability drives delivery.
   
• “Inspect What is Expected” – Visibility and follow-through create momentum.
   
• “Success Breeds Success” – Celebrate wins to build performance culture.
   
• “Look Out Overhead” – Anticipate challenges and plan through them.

This Respiratory and Digestive Health Consumables sector is now positioned with a revitalized commercial foundation, better visibility in performance, a sharper GTM strategy, and a sales organization aligned to the opportunities ahead. This engagement exemplifies how targeted commercial strategy, grounded in execution and team alignment, can unlock fast, meaningful growth even in mature markets. 

Through this process 75+ stakeholders were involved, high-potential growth levers identified, a new cross-functional GTM framework launched, a unified culture established, and the average sales cycle reduced by 38%. The company now has a revenue roadmap supported by high-performing teams, a clearer value proposition, and a forward-looking sales strategy aligned to executive objectives.