I assess commercial readiness across seven drivers:
- Market segmentation
- Territory design
- Customer segmentation & prioritization
- Payer strategy
- Sales coverage & infrastructure
- KPI cadence
- Resource alignment to value creation
These are the areas that determine whether a platform can turn market opportunity into predictable,
First 90 Days Playbook
Days 1–30: Understand & Align
Conduct stakeholder interviews, map referral ecosystem, establish baseline metrics. Identify top 10 referrers and 3–5 payer contracts with biggest EBITDA impact.
Days 31–60: Design & Test
Launch 3–4 high-impact initiatives (referrer reactivation, payer yield improvement, resupply uplift). Develop payer-ready value messaging. Pilot inside-sales motion in 1–2 territories.
Days 61–90: Execute & Lock Rhythm
Roll out campaigns across organization. Implement simple executive dashboard. Establish weekly pipeline reviews and monthly channel/payer performance cadence.
Operating Metrics I Track
These metrics support the broader Commercial Growth Readiness framework and help determine whether growth is scalable, profitable, and repeatable.
These are the metrics I track to ensure sustainable, profitable growth—not vanity metrics, but the KPIs that actually drive enterprise value.
Referral Growth — Top-of-funnel lift from prioritized sources
Conversion Speed & Rate — Days and percentage from referral to patient setup
Resupply & Cross-Sell Adherence — Patient retention and LTV expansion
Payer Yield — Revenue per patient by contract and product mix
Mix Shift — Movement toward higher-margin products (vent/PAP vs. commoditized supplies)
Expansion Revenue — New-market contribution from inside/virtual channels
Case Studies
PE-backed CGM/DME provider — VP, Sales & Marketing
Regional respiratory DME platform — Chief Commercial Officer
Regional respiratory DME platform — Chief Commercial Officer
Built and scaled national field sales organization and inside sales team from ground up
Built and scaled national field sales organization; delivered 65% revenue growth in under two years; expanded payer/channel access and accelerated sponsor value creation.
Regional respiratory DME platform — Chief Commercial Officer
Regional respiratory DME platform — Chief Commercial Officer
Regional respiratory DME platform — Chief Commercial Officer
Delivered 19% YoY growth through territory redesign, training, compensation alignment, and commercial operating cadence; secured strategic payer contracts and launched growth programs.
Diabetes supplies distributor — CEO/President
Regional respiratory DME platform — Chief Commercial Officer
Diabetes supplies distributor — CEO/President
Re-engineered operations and RCM; improved cycle time while maintaining 95% patient retention; negotiated preferred provider agreements and led add-on acquisition strategy.