It used to be that having an innovative product itself provided enough impetus for a company to reach its ultimate customer. But today, your go-to-market strategy is just as vital

1. Pivotal CRM for Medical Device
Manufacturers
Move beyond product differentiation to increase competitiveness
and speed time-to-market.
Pivotal Medical Devices™ is an intuitive, It used to be that having an innovative product itself provided enough
comprehensive set of applications to help
take your products to market—faster.
impetus for a company to reach its ultimate customer. But today, your
go-to-market strategy is just as vital. It’s time you start going to market
• Accelerate time-to-market with effective
segmentation, the optimal sales teams, and
the way you innovate—precisely and effectively.
high-impact marketing campaigns
Medical device manufacturers are under constant pressure to bring new, innovative products to
• Profit from influential relationships by market. Forward-thinking companies are embracing new business strategies, new organizational
leveraging relationships with physicians, approaches, new processes, and new enabling technology to effectively manage and improve
facilities, and GPOs their product-development efforts and bring more profitable, innovative products to market in a
disciplined and cost-effective manner.
• Increase sales margins through visibility
into profitability, up-sell opportunities, and But in today’s increasingly aggressive, high-growth environment, focusing on product-development
accurate pricing processes alone is insufficient. The distribution network is becoming more concentrated. Hospitals
• Extend process efficiencies to continue to consolidate. Physician practices are becoming more interconnected. Purchasing
distributors to manage volume departments and GPOs tend to control vendor selection, product pricing, and the awarding
commitments, pricing structures, and of contracts. Buying entities and large distributors are joining forces, engaging in preferred
co-sell opportunities provider contracts.
• Improve visibility with insight into sales The sheer complexity of managing their operational and business challenges necessitates
team and distributor activities, opportunities, enabling them with applications that accelerate time-to-market and profitability. It’s for this reason
and performance that some have turned their attention to the other side of the medical device manufacturing
opportunity: their go-to-market capabilities.
• Evolve quickly and enhance your
competitive edge by quickly and easily Pivotal Medical Devices is unique in the breadth of its capabilities. Its end-to-end, industry-specific
incorporating new processes as your integration can help companies put as much thought and effort into how they go to market as
business evolves they are putting into product innovation and development. The combination of technology-enabled
To learn more about Pivotal Medical Devices sales, lead management, and more industry-specific capabilities can provide medical device
and how it can address your unique needs, manufacturers advantages that go beyond product differentiation, maximizing value for the
call 1-877-PIVOTAL (1-877-748-6825). entire network of relationships and helping to rapidly commercialize products and accelerate
time-to-market.
Build a More Customer-Focused Organization
Pivotal Medical Devices is a consolidated repository—a single, unified 360-degree view—that
establishes better communication and collaboration between departments, divisions, teams, and
business users, resulting in marked productivity gains, a shorter sales cycle, and improved quality
of customer interaction.
No matter where, when, or how customers come in contact with the company, the response
is personalized and consistent and demonstrates that medical device manufacturers and their
distributors know their customer—regardless of the number of team members touching the
account and despite their area of specialization. Every business user gets instant access to all
appropriate customer-account information and interactions, enabling them to provide informed,
personalized service that optimizes sales performance and continues to retain physicians’ and
influencers’ loyalties.
Pivotal CRM | Datasheet

2. Complete Sales Force Automation Built on an Open, Flexible Architecture
• Opportunity management The Pivotal CRM approach ensures faster time-to-market with a lower total cost of ownership by
delivering solutions on an award-winning, flexible, and scalable Microsoft platform, which supports
• Quote and proposal management rapid and easy integration, customization, and deployment. Pivotal Medical Devices efficiently
• Revenue forecasting integrates fragmented data from disparate systems, including front- and back-office, legacy, and
Web-based applications, and it handles variances in data needs across the company. Easily
• Team selling customized to meet unique and evolving business challenges, such as new regulations, process-
• Multi-channel sales integration improvement initiatives, and growth through acquisition, medical device manufacturers can rapidly
and cost-effectively adapt the Pivotal CRM solution to grow with their business—today, tomorrow,
• Real-time product configuration and in the future.
• Expense management
Designed for the Industry, Customized for Your Business
• Territory and role management
Generic CRM and point solutions that address industry-specific needs cannot meet the specialized
• Relationship management requirements of medical device manufacturers—not without extensive and costly customization.
Pivotal Medical Devices offers comprehensive functionality and a fully integrated CRM solution
• 3-tiered product catalog
that’s also designed to meet the specific requirements of the industry and the unique way a
• Up-/cross-selling automation business operates. Out of the box, Pivotal Medical Devices includes industry-specific capabilities
for territory/role management, relationship management, quoting and contract management, event
• Call-activity management
management, and marketing automation.
• Accurate pipeline view
• Unified customer data Territory and Role Management: Assign the Right Sales Team to Each Account
Pivotal Medical Devices enables organizations to assign exactly the right team members to each
• Activity and contact management account, from any department, based on flexible business rules—the rules that fit a business’
• Miller Heiman blue, gold, unique way of segmenting the market. Assignment rules can be customized based on geography,
and LAMP sheets organizational divisions, product line, organization type, a combination of these, or virtually any other
criteria—product specialty, type of facility, and facility size, for example.
• Mobile sales
Pivotal Medical Devices ensures only the appropriate qualified and specialized employee is
• Sales analytics
assigned to each facility, and only within their defined geographic area. Businesses can assign one
or multiple account managers to a team with shared responsibility for the account; they can assign
Complete Marketing Automation
multiple roles to employees based on their area of specialty or responsibility (including training,
• Lead management installation, or support); and they can assign third-party partners such as distributors and suppliers
to a team—improving visibility into potential distributor deals and co-selling opportunities.
• Campaign management
• Promotion management As business evolves, medical device manufacturers can plan and easily modify territories or roles
to accommodate new hires and distributors or plan future territory assignments in advance of their
• Continuing Medical Education effective date. Pivotal Medical Devices makes it easier to adapt as a result of growth, consolidation,
(CME) event management or acquisition, and saves the time it would normally take to realign territories and staff up the right
• e-Marketing team for an account.
• Partner/channel management Relationship Management: Profit from Influential Relationships
• Marketing analytics Pivotal Medical Devices provides insight into the complex relationships that exist at each facility and
between physicians. With built-in relationship management capabilities, sales teams can drill down
to the physician level—they can track the key influencers and the facilities and departments they
work in and have influence over. Leveraging these relationships allows sales representatives to close
deals faster by tapping into the correct and most influential contacts at each facility—maximizing the
value of their time and effort.
Beyond the relationships within a facility, Pivotal Medical Devices can track the relationships a facility
has with other organizations, including GPOs and distributors. In understanding the relationships that
exist between organizations, sales representatives can ensure they provide accurate and competitive
price quotes. They can also track the facilities that comprise Integrated Delivery Networks (IDNs)—
leveraging the relationships that exist between the facilities to uncover new sales opportunities and
effectively shorten the sales cycle.
Catalog, Quoting, and Contracts: Increase Revenue and Customer Satisfaction
Pivotal Medical Devices helps companies create, validate, manage, and approve quotes and orders
with a flexible product catalog, pricing configuration, and quoting capabilities. Designed to easily
develop, manage, and track critical product information—including product type, product lines, and
product models—the product catalog supports complex sales bundles and provides visibility into
both required and optional components.
Tracking product details in a single database provides a better understanding of the relationship
between the profitability of products and the sales and marketing activities associated with them.
It helps define and monitor roles by product line, segment facilities by product line of interest, and
provide visibility into product-specific campaign effectiveness. Using these processes, companies

3. can maximize revenue through up-sell and cross-sell offers, while ensuring product compatibility
and purchase eligibility.
A pricing configurator ensures quotes are accurate, complete, competitive, and valid. It creates
effective quotes by enforcing business rules such as pricing breaks and volume discounts, lease
versus purchase financing, and minimum pricing, and it considers relationships with GPOs and
distributors—mitigating the request for price rebates. Sales representatives can share proposals with
sales managers before sending a quote to a customer, preventing over-discounting and ensuring
quotes are within established ranges.
From quote to contract, sales representatives and support staff can monitor and track the details
of every contract—volume commitments, contract expiration dates, and renewals—increasing their
efficiency and capturing revenue.
SmartPortal provides management visibility
into sales performance—assigned contracts,
quotes pending approval, opportunities, and
activated and expiring roles.
Opportunity Snapshot provides visibility into
the status of an account—the assigned sales
team and distributors, pending quotes, and
sales milestones.
Facility Relationship Tree provides visibility into a facility’s
organizational structure, the key influencers in each department,
and their relationships with GPOs and distributors.
Pivotal CRM | Datasheet

4. Event Management: Obtain Higher Response Rates and
Move Prospects into the Sales Pipeline
Pivotal Medical Devices improves communication and product promotion by allowing sales
representatives to invite prospects and customers to Continuing Medical Education (CME) events.
It allows marketing teams to easily design events, target the right audience, promote the event, and
perform real-time follow-up—effectively increasing response rates.
Pivotal Medical Devices tracks the sales representatives, speakers, literature, promotional items,
and any other cost attached to an event. It also tracks which physicians were invited, registered,
and attended—helping sales representatives keep on top of the cost per attendee.
Marketing Automation: Build Long-Term, Mutually Beneficial Relationships
Pivotal Medical Devices can help marketers capture profile data at every point of interaction for
highly targeted campaigns that deliver improved response rates and higher-quality leads. Marketers
can target their communications to the interests of each physician and can proactively deliver
appropriate clinical research studies, journal articles, and product collateral, and invite them to
tradeshows and events.
With a fully integrated sales and marketing solution, leads are automatically routed to sales
representatives according to the way customers are segmented and prioritized. From geography
to product of interest to customer characteristics, Pivotal Medical Devices ensures that the right
lead gets to the right sales representative at the right time, accelerating the conversion of prospects
to leads.
Pivotal Medical Devices supports real-time reporting, helping marketers analyze and track leads
throughout the sales process to determine which will result in revenue. It can help identify which
campaigns have been most effective and can help to optimize the marketing mix, maximizing lead
generation while reducing the cost of capturing and qualifying leads.
Pivotal Medical Devices: Designed for Total Business Fit
Through CRM, medical device manufacturers become far more customer-centric and increase
their competitive edge. By selecting and deploying a comprehensive and integrated CRM software
solution that meets the special requirements of the medical device manufacturing industry and the
unique, differentiating needs of their business, a company can ensure the effective implementation
of its CRM strategy—one that maximizes the value of every relationship. As a result, medical device
manufacturers can rapidly commercialize products and build stronger customer relationships for
improved performance and increased profitability.
Take the Pivotal Step with Pivotal CRM for Medical Device Manufacturers
To learn more about Pivotal Medical Devices and how it can address your unique needs, call +1 877-PIVOTAL (+1 877-748-6825) or visit us at
http://www.pivotal.com.
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