How I Scale Growth

Market & Segmentation — Identify and prioritize the highest-yield markets, channels, and referral sources

Sales Deployment & Coverage — Deploy the right reps against the right accounts with messaging that converts

Payer Strategy & Reimbursement — Negotiate and activate contracts that improve margin, not just volume

Product & Program Mix — Drive clinically appropriate cross-sell and attach rates that increase patient LTV

Geographic & Channel Expansion — Use inside and virtual sales to efficiently seed new markets before committing field resources

Digital & Analytics — Build visibility into referral flow, conversion speed, and adherence to make faster, better decisions

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.

Scorecard: What I Measure

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

Built and scaled national field sales organization and inside sales team from ground up

Drove 65% revenue growth in under two years, exceeding sponsor projections

Accelerated exit timeline, delivering earlier-than-expected returns to investors

Regional respiratory DME platform — Chief Commercial Officer

Delivered 19% year-over-year growth through sales force optimization: enhanced training, strategic territory redesign, and performance-based compensation structure

Secured four strategic payer contracts that positioned company for national expansion

Launched new ventilation program that captured ~15% patient growth and opened high-margin revenue stream

Diabetes supplies distributor — CEO/President

Regional respiratory DME platform — Chief Commercial Officer

Diabetes supplies distributor — CEO/President

Re-engineered operations and revenue cycle management: reduced cycle time by 75% while maintaining 95% patient retention

Negotiated preferred provider agreements with major IDN and regional Blues plan, unlocking $10M+ revenue potential

Led first add-on acquisition strategy and executed seamless integration