Medical Leaders: How Effective Is Your Annual Planning Process?

By: Mike Burnett Medical Device, Revenue Growth Strategy

Every year too many medical companies struggle to define and execute an effective commercial planning process. In this podcast episode, Mike Burnett and Mike White, from the Alexander Group, discuss how to translate your revenue growth strategy into an actionable commercial plan.

At 1:01, learn how to organize the planning process with four primary phases:

  1. Set the Strategy – Align on the vision and commercial strategy for the upcoming year
  2. Define Gaps – Understand what you need to improve or optimize in order to execute the strategy
  3. Design Solutions – Work with cross-functional teams to develop detailed solutions for the known areas of opportunity
  4. Implement and Communicate – Roll out messaging to the field, set quotas, post and hire for new job roles

Co-author: Mike White is a manager in Alexander Group’s Chicago office.

We look forward to sharing more findings from our recent Medical Device Go-to-Customer Study in future blogs. Request a complimentary briefing of the study findings today.

Learn more about AGI’s Medical Device practice and how we can help drive revenue growth through more efficient and effective use of selling resources.

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Mike Burnett

Mike Burnett is a principal in the Stamford office. His areas of focus for consulting work include customer coverage models, sales process effectiveness, sales job design, territory deployment, quota setting and sales compensation design. Mike works with clients across an array of industries, with expertise in medical products, industrial manufacturing, technology and professional services. His most recent engagement includes a global organizational transformation that involved sales coverage and job design, territory deployment, sales compensation plan design and implementation.


Prior to joining the Alexander Group, Mike worked in both the creative and analytical research fields of marketing. In this experience, he served as a data support resource and analyst to client service projects. Mike holds a B.S. in both marketing and information systems from Fairfield University. Mike is also a Certified Sales Compensation Professional.


Mike White

Mike White is a manager in the Chicago office and is part of the Medical Device practice. Mike has experience leading multiple sales transformations, as well as targeted engagements focused on areas such as go-to-customer strategy, job role design, territory optimization and sales compensation. Mike’s experience spans multiple industries, including medical device, manufacturing, distribution and high tech.


Prior to joining the Alexander Group, Mike worked for several years in various sales roles for General Electric. As a global key account manager he created and implemented sales strategies and led a team of regional salespeople in support of large global customers. Mike also has experience as a regional account manager with GE; he started his career in GE’s Commercial Leadership Program.


Mike holds an MBA from the Booth School of Business, University of Chicago and a B.S. in applied engineering sciences from Michigan State University. He is also a Certified Sales Compensation Professional (CSCP), WorldatWork.


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