How Point Designs multiplied sales efficiency 3x in upper limb prosthetics
Point Designs is a Boulder-based company that creates heavy-duty prosthetic solutions for people with finger and thumb amputations, helping people with upper limb loss and limb difference regain their mobility.
Point Designs used Bonfire's claims and provider insights to define data-driven sales territories. In the first year, overall sales efficiency is up 3x, and every sales rep has held the top spot at some point in the year.
Reactive selling, without a map
Point Designs kept growing, but struggled to build a repeatable, scalable GTM motion, relying primarily on existing business relationships for expansion. Two problems followed:
Sales became reactive to inbound interest. There was little focus on a targeted outbound commercial strategy.
Outbound looked uneconomical. Knocking on clinicians' doors made little sense without a game plan centered on those actively supporting the core business segment.
Existing relationships showed where the business had been, not which accounts to prioritize next.
We were very much flying blind without having any forward-looking data that helped us identify and prioritize which accounts to target within any of our market segments.
Visibility into the entire prosthetic market
Through Bonfire's web-based platform, the Point Designs sales team now has a detailed understanding of:
Patient population trends: medical claims trends for patient populations with finger, wrist, and arm amputations
Clinician targets: prosthetists, orthotists, and surgeons across the country who see these patients and would benefit from Point Designs products
Target accounts: the affiliated physician groups, hospitals, and health systems that serve as target accounts for broader partnerships
Data-driven territories: insights to define sales territories and allocate sales and marketing resources
Proactive selling, with parity across the team
Data-driven territories optimized the management of expenses, time, and sales rep productivity within the first year of the partnership.
With territories assigned from the data, each rep occupied the top spot at various times within the calendar year, and leadership has been delighted by the parity.
A windshield, not a rearview mirror
In Mike's words, “Bonfire Analytics is now our sales windshield that empowers us to be proactive, with our CRM serving as the rearview mirror.”
Point Designs continues to grow rapidly and looks to keep strengthening the partnership over the coming years.
“If we're going fishing, it pays to fish where the fish are, and Bonfire Analytics helps us to do just that. We feel proud to be a valued partner of Bonfire and are excited to grow with them moving forward.”