CRM platforms have long been the go-to tool for sales and marketing teams to track their sales cycles and activities. However, they often fail to deliver real value, especially in MedTech. During our recent webinar on this topic, we polled attendees about how many of their reps use their CRM at least once per week. The most popular answer was 0-40%, followed by “I don’t know.”
This is a telling sign that, despite significant investments in implementing CRMs, they are not meeting the needs of sales teams. Many sales reps view CRM systems as administrative burdens that detract from selling time. This leads to poor data quality and a lack of actionable insights, rendering the CRM ineffective for reps and sales managers.
The ongoing frustration has led many sales executives and leaders to question the necessity of a CRM altogether.
Having worked extensively with CRM vendors, I’ve learned that while these systems aim to provide a deep understanding of customers, they often focus on logging past activities rather than identifying future opportunities. This retrospective approach does little to help sales teams develop proactive strategies.
Moreover, CRMs present specific challenges for MedTech companies. Unlike straightforward sales processes in other industries, MedTech sales involve a complex network of stakeholders. The physician is the user, the procurement board is the buyer, and the patient is the end recipient. This complexity, coupled with long sales cycles and high-stakes deals, makes traditional CRMs ill-equipped to handle the nuances of MedTech sales.
Current CRMs cannot provide the comprehensive view needed to navigate these challenges. MedTech companies would be better served by adopting purpose-built commercial platforms explicitly designed for the industry’s unique demands. These solutions enable sales teams to streamline processes, identify their best opportunities, and focus on forward-thinking strategies rather than getting bogged down in historical data entry.
It’s time to consider whether the return justifies the cost for companies still holding onto their CRM investments. Integrating MedTech-specific commercial platforms may offer a more effective path forward rather than clinging to outdated systems that ultimately hinder growth and efficiency.
The key is to adopt a solution that aligns with the unique demands of the MedTech industry. By leveraging specialized tools and data-driven insights, sales teams can concentrate on what truly matters: building relationships, identifying opportunities, and closing deals.
CRMs have had their place in the sales toolkit, but the landscape has evolved. For MedTech companies aiming to stay ahead, it’s time to move beyond traditional CRMs and embrace solutions that deliver real value without unnecessary complexity.
MedTech companies can optimize their sales efforts and drive meaningful growth by investing in the right tools and strategies. It’s not about adding more to your tech stack; it’s about choosing the right tools that empower your team to succeed.
Aalap V. Patel
Head of Solutions and Value Engineering
AcuityMD
