As the Vice President of Sales in an organization dealing with disruptive product launches, you face a unique and complex challenge known as a “bimodal” strategy. A bimodal approach requires you to simultaneously manage your established, repeatable sales processes while also developing a distinct, agile sales team specifically geared toward handling disruptive products and innovations....

Secret 1 – Act with the understanding of entering the unknown This is a necessary fundamental shift. Without this shift, your launch plan will predictably lead you down a wrong and dangerous path — the path of overspend and underperform. Many companies make this critical mistake of EXECUTING the preconceived launch plan. Before executing any...

In today’s rapidly evolving MedTech landscape, launching a disruptive product successfully requires more than just a brilliant invention—it demands flawless collaboration between sales and marketing teams. Unfortunately, all too often, these two crucial functions operate more like adversaries in an MMA cage match instead of a synchronized pair of ice skaters moving toward a shared...