Stop asking one new rep to become a whole channel.
Most device companies win new accounts the way they always have: distributors, referrals and the booth. When growth stalls, they hire a rep to go and find the rest. We build the system that rep was missing, run it until it produces pipeline, then hand it to you.
The rep did not fail to ramp. The channel was never built.
You know the pattern. A capable hire arrives with a territory, a target and a CRM full of badge scans from the last show. Nobody has written down who actually buys inside a health system, which committee signs, or what a value analysis lead needs to see before a product earns a trial.
So the rep builds lists by hand, sends the same opener to everyone, and hears very little back. The quarter closes. The verdict is that the person did not work out, and the search for the next one begins.
That verdict is usually wrong. Reaching clinical, technical and procurement buyers who have never heard of you is an engineering problem. It needs targeting, research, message design, review, follow through and measurement. One person cannot invent that system and run it at the same time.
Map every way in. Most device makers run one.
A buyer who does not know you yet can only meet you four ways. Count how many of them you run on purpose.
Outbound
Researched, one person at a time, with a reason to talk that belongs to their department and nobody else's.
Content
A site and a body of writing that answer the questions a clinical or supply chain buyer asks before they ever reply.
Referrals
Distributors, users, the surgeon who likes your product. Powerful, and impossible to schedule.
Paid
Useful for reach. Expensive when it is the only thing carrying the number.
Referrals plus trade shows feel like a pipeline. They are a network. A network grows when someone else decides to mention you. A system grows when you decide it should.
Design the channels you never switched on.
The outbound core
We design, build and run outbound for your product and your buyers. Every message is researched and written for one named person at one account. A human reviews it before it goes. We reach people with a genuine reason to talk, and anyone who says stop is stopped for good.
The authority layer around it
Buyers check you before they answer. So we give them something worth checking: a site that answers their questions plainly, press and video where they earn a place, and search work so that when a buyer asks an AI assistant for a shortlist of suppliers, your name is on it.
Own the engine, not a subscription to it.
We run it until it produces pipeline you can see against a baseline we agree with you at the start. Then we hand over the whole thing.
- The playbook, written down, with the reasoning behind each choice.
- The account and contact data, researched and kept clean.
- The message tracks and the rules for writing new ones.
- Your people, trained to run it. Including the rep you already hired.
Start with a map of your own channels.
Before anyone talks about scope, we write you a short read of where you stand: which channels you run, which sit idle, and where an engine would fit for your product and your buyers. It is free. No deck, no obligation.