Leveraging Revenue Motions in the Medical Industry

By: Doug Beveridge Medical Device, Revenue Growth Strategy

Leading companies recognize the importance if differentiating activities, job roles and value messages based on the needs and priorities of the buyer/decision-maker (i.e., revenue motions). Failure to properly align and orchestrate commercial resources leads to wasted activity and lower return on effort. With medical organizations increasing the complexity of both commercial models and product portfolios, the Alexander Group recommends a thorough investigation into the marketing, sales and service activities, as well as the job roles and messages necessary to meet buyer demands.

Doug Beveridge, principal at the Alexander Group, discusses revenue motions and the activities associated with marketing, sales and services that are needed to differentiate your offerings to customers in a way that meets their needs. In particular, at 1:47 in this video, points out why Job Design is the most important piece of any marketing, sales or service motion.

Learn more about building a successful go-to-customer model and how revenue motions can influence this process.

Connect with an Alexander Group Medical Device practice leader.

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Doug Beveridge

Doug Beveridge is a principal in the Atlanta office and a leader in the firm’s Health Care practice. Doug brings a wide range of experience working with clients who serve the health care industry including biotech, pharmaceutical and medical device manufacturers, software and service providers, and insurance companies. Doug also brings significant cross-industry experience and leads complex engagements including organizational mergers and integrations, global go-to-customer transformations and comprehensive change adoption programs.


Prior to joining the Alexander Group, Doug held several leadership positions within sales and marketing at Delta Air Lines. He also worked as a member of the Organizational Design and Change Management Group within PricewaterhouseCoopers, LLP. Doug has his B.S. in Civil Engineering from Bucknell University and an MBA from the Warrington College of Business Administration from the University of Florida.


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