Medical Device Manufacturer

Situation and Challenge:

  • The company was looking to accelerate growth but fell short of sales projections
  • Blue Ridge Partners was asked to
    • help improve their understanding of the market size, share distribution and dynamics
    • develop an actionable market penetration strategy and tactics to capture the opportunity


  • Performed a combination of interviews, modelling, and secondary research to find the market opportunity was larger than realized, but several barriers blocked the path to growth
  • Identified, evaluated, and prioritized specific initiatives to address those barriers with the highest potential impact and the greatest ability for the client to influence them
    • Organize and scale the sales force to fit the size of the opportunity
    • Address channel conflicts presented by the use of both a direct sales force and distributors
    • Provide additional support for direct sales team including inside sales lead generation and account managers
  • Developed a detailed plan to implement the initiatives


  • The company is implementing the planned recommendations and aggressively pursuing share gains


Identification and Prioritization of Barriers

Case for Increasing Distributor Effectiveness

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