Please describe the marketing team which was most successful for you. How was it set up? What sort of complimentary skills did others bring? Here's a quick case study. The idea is for you to provide a bit of your thinking about how you would analyze and approach it. A length-of-stay analytics company want to improve their lead generation. Across the country, about 2000 potential buyers exist, of which they have sold 200. Their product identifies patients healthy enough to be discharged earlier or patients who should be kept in the hospital and is pitched as a combo of patient care and cost savings. They sell $75-125k deals to hospitals on a 1-2 year sales cycle (very complex sale with many stakeholders). It has a long integration and changes the fundamental processes of the hospital, making it a big lift to adopt. Their pipeline shows limited email open rates and only slightly better cold call rates. Conferences and travel are solid channels but have been disrupted by covid. As a result, their pipeline is limited. What questions would you ask to dig deeper into their situation? Do you have suggestions you'd like to explore? Please share some thoughts on your approach. *
