Client
Specialised medical device CRO
Service
Strategy & Business Development
Markets
USA, Canada and Europe
Scope
Market mapping, segmentation and an automated sales pipeline
Results Snapshot
A small, specialised CRO that depended on a few large clients went from almost no new-customer outreach to a steady, repeatable flow of qualified leads.
- Outreach to new prospects went from almost nothing to about 100 touchpoints a week
- About one new highly qualified lead a week, a strong rate for a niche service with a small pool of buyers
- Hundreds of new target accounts and decision-makers in the pipeline from day one
- A clear account classification system, with messaging tailored to each account type
- A repeatable process the sales team runs themselves, with human review built in
Client Context
The client is a small contract research organization (CRO) offering a highly specialised service within medical device development. It had built a strong reputation in its niche, and a handful of long-standing clients accounted for most of its business.
That loyalty was an asset, but it was also a risk. Customer concentration left revenue exposed to the plans of a few clients, and it would weigh on the company’s value in any future investment or sale. The company needed a dependable way to win new customers.
The Challenge
The sales team was capable and well regarded by existing clients, but the way the business sold had not kept pace with its need to grow.
Customer Concentration
A few clients made up most of revenue. Losing or shrinking one account would have had an outsized impact on the business.
Little New Outreach
Day-to-day account management filled the team’s week, so prospecting for new clients rarely happened.
A Weak Sales Funnel
With few new conversations starting, the top of the pipeline was thin and future growth was unpredictable.
Hard-to-Reach Buyers
In a niche this specialised, the right decision-makers are few, specific and difficult to identify and contact.
What We Did
We upgraded the client’s sales process from occasional, manual prospecting to a structured system that finds the right accounts, reaches the right people and keeps outreach running every week.
1
Addressable Market Review
We mapped the full market for the client’s niche service across the USA, Canada and Europe, including which organizations buy it and why.
2
Account Classification
We grouped prospects into clear account types, each with its own needs, buying triggers and messaging, so outreach would feel relevant rather than generic.
3
Automated Pipeline Build
Using that framework, we set up an automated pipeline that handles the repetitive work of finding accounts, people and contact details, and running outreach.
4
Human Review for Quality
Each stage includes review points where people check targeting and messaging, so automation never comes at the cost of credibility.
5
Handover and Training
We delivered a ready-to-run system, loaded with hundreds of new accounts and contacts, and trained the sales team to run it themselves.
The Four-Stage Automated Pipeline
Target Accounts
Identify potential target organizations within each account type across the USA, Canada and Europe.
Decision-Makers
Map the specific people within each target account who influence and approve this kind of purchase.
Contact Data
Pull and verify contact details for those decision-makers from a range of marketing databases.
Outreach
Run personalised outreach, tailored by account type, at a steady weekly cadence.
The Approach
Three principles shaped the work, reflecting how buying actually happens in a niche, technical market.
Segment Before You Scale
Volume only helps if the message fits. The account classification came first, and everything else was built on it.
Automate the Repetitive, Review the Important
Automation handled research and scheduling, while people checked the targeting and messaging that buyers actually see.
Built for the Team That Runs It
We designed the process around the client’s sales team, so it keeps working long after our involvement ends.
Deliverables
1
Market Map
The addressable market for the client’s service across three regions.
2
Account Classification
Defined account types, each with tailored messaging.
3
Automated Pipeline
Account, decision-maker and contact discovery, with built-in review steps.
4
Outreach Program
Automated, personalised outreach of about 100 touchpoints a week.
5
Ready-to-Run Database
Hundreds of new accounts and contacts, plus training for the sales team.
Lessons Learned
Concentration is a growth problem and a value problem. Diversifying the client base protects revenue and strengthens a company’s position with investors and acquirers.
Niche markets reward precision. When buyers are few, knowing exactly who they are and what they care about matters more than sending more emails.
Systems beat campaigns. A repeatable weekly process keeps the pipeline full, even when the team is busy serving existing clients.
Ready to Build a Stronger Pipeline?
Whether you need to reduce customer concentration, reach new markets or give your sales team a repeatable process, we can help you grow with confidence.
