MedTech Commercialization Tools
Sales Funnel
Pipeline analysis for MedTech B2B sales. Put in your numbers, find where deals stall, and decide what to fix next.
?Why a Sales Funnel?
Without a funnel: Sales says the pipeline looks good, then you miss the quarter by 40 percent and nobody can say why. Budget gets spent on gut feel. Deals go quiet and disappear.
With a funnel: You see where deals die — not "we're losing deals", but "we lose 42 percent between Proposal and Evaluation because the clinical evidence isn't there yet". A clear problem you can act on.
A sales funnel turns gut feel into a steering wheel. Each week you know where the bottleneck sits, how much real pipeline you have, and whether the quarter is on track.
PProcess Guide — How to Operationalize This Funnel
Review Cadence
S
Initial Setup One-Time
Who: Sales Director + Marketing Lead + Clinical Application | Duration: Half-day workshop
Pull real pipeline data from the CRM. Set exit criteria per stage together, and agree on what each stage means and when a lead counts as qualified.
- Extract current deal counts and values from CRM per stage
- Define buyer-verified exit criteria (not rep-decided)
- Map the typical buying committee roles for your product
- Set quota target and review benchmark conversion rates
- Agree on "stuck deal" threshold (recommended: 30 days no activity)
W
Weekly Pipeline Review Every Week
Who: Sales Team + Sales Director | Duration: 30 minutes
Fast review focused on movement and action. Not a status report — a decision meeting.
- Update deal counts per stage (what moved forward?)
- Flag stuck deals (>30 days without activity)
- For each stuck deal: What is the compelling event? Who has budget authority? What if they do nothing?
- Review the "Biggest Leak" — assign one concrete action to address it
- Check upcoming key activities (trials, committee presentations, contract deadlines)
M
Monthly Marketing-Sales Alignment Every Month
Who: Sales Director + Marketing Lead + Product Marketing | Duration: 60 minutes
Close the gap between lead generation and pipeline quality. Marketing needs feedback from Sales, Sales needs better leads.
- Review lead qualification rate (target: 20%+). If low: targeting or content problem
- Analyze which lead sources produce the best conversion (conferences vs. website vs. referral)
- Identify content gaps: Is there a stage where deals stall because content is missing?
- Review loss reasons — are there patterns Marketing can address proactively?
- Plan upcoming campaigns aligned to funnel stage needs
Q
Quarterly Business Review Every Quarter
Who: Leadership Team (VP Sales, CMO, GM) | Duration: Half day
Strategic review: Are we on track? Where do we invest? What do we change?
- Compare actual funnel metrics vs. industry benchmarks
- Review Coverage Ratio vs. quota (target: 3x pipeline minimum)
- Win/Loss analysis across full quarter — root causes, not symptoms
- Sales cycle trend: Getting faster or slower? Which stages are bottlenecks?
- Resource allocation decisions: Where do we add headcount, budget, or tools?
- Update exit criteria and stage definitions if needed
Rules to Live By
CRM Discipline
Every deal must have: current stage, deal value, last activity date, and assigned stakeholder map. No exceptions. Garbage in = garbage out.
Buyer-Verified Stages
A deal only moves to the next stage when exit criteria are confirmed by the buyer, not decided by the rep. "I think they're interested" is not qualification.
30-Day Rule
No activity for 30+ days = mandatory review. Either re-engage with a concrete next step or remove from active pipeline. Zombie deals inflate forecasts.
Biggest Leak First
The stage with the highest drop-off comes first. Fix the biggest leak before you touch anything else — one fix here moves more revenue than three small ones.
3x Coverage Minimum
Weighted pipeline should be at least 3x quota target. Below 2x is a red flag. Above 4x means you may have quality issues (too many unqualified deals).
No Vanity Metrics
Pipeline value means little without speed. A 10M EUR pipeline that doesn't move is worth less than a 3M EUR one that closes in 90 days. Always pair volume with velocity.