by Raj Subramanyam | Feb 15, 2026 | MedTech
It is 7:30 AM on Monday. Your sales rep opens their laptop. They have a territory with 120 surgeons, a CRM full of notes, a quota to hit, and five days to make something happen. What should they do first? In most medical device companies, the answer to that question...
by Raj Subramanyam | Feb 15, 2026 | MedTech
Every spine surgery sales rep has lived this story. You spend months working a surgeon through evaluation, cadaver lab, and a proctored case. They become an enthusiastic user. Within a year, three colleagues at nearby hospitals are inquiring about the device. Nobody...
by Raj Subramanyam | Feb 15, 2026 | MedTech
Somewhere in your CRM, there is a surgeon your sales team has never contacted who is statistically almost identical to your best performer. They operate in a similar facility type. Their case mix is comparable. Their training background matches. They are at a career...
by Raj Subramanyam | Feb 15, 2026 | MedTech
Every medical device company has a short list of surgeons who drive a disproportionate share of revenue. The top ten percent of your surgeon base probably generates forty to fifty percent of your total volume. You know their names. Your reps know their preferences....
by Raj Subramanyam | Feb 15, 2026 | MedTech
There is a $500 billion global medical device industry, and most of it runs its commercial operations on spreadsheets. Not all of it, of course. The big five — Medtronic, Johnson & Johnson, Abbott, Boston Scientific, Stryker — have invested in Salesforce, Veeva,...
