Novarad, a medical imaging software provider, serves a wide market of individual imaging centers, imaging groups, and hospitals nationwide. The company’s distributed sales team faced challenges setting qualified demos with heads of radiology that often juggled administrative duties, site visits, and patient care across multiple locations.
When asked about Novarad’s sales challenges, Vice President of Sales Paul Shumway said, “You want your sales reps spending their time selling, and ours had to do a lot of their own prospecting because we could not give them enough demos. We were converting only about 5% of the facilities we call on to demos.”
As a result, his team found themselves setting calls with facilities that weren't ready to switch providers and chasing demos to reschedule. “It’s a big problem for us,” Shumway continued. “We only have two people setting appointments, and we contract (contact) additional technical experts to attend every demo, who are often heads of radiology themselves.”
Shumway needed a way to help his team find more medical facilities that were ready to switch providers and lower his costs to produce a qualified demo. Fortunately, Novarad was already generating qualified leads from Gartner Digital Markets, so the company’s account manager was able to recommend integrating buyer intent data to optimize its lead data and prospecting strategy.
