Use Customers’ Buying Needs to Shape Your Go-to-Customer Model

By: Gary Tubridy Medical Device, Revenue Growth Strategy

Recently, Michael Iskra, president of N.A. Commercial Operations for Ortho Clinical Diagnostics, sat down with Gary Tubridy (SVP, Alexander Group) to discuss the actions Ortho Clinical is taking to achieve their 2019 growth aspirations in the ever-changing healthcare ecosystem.

In the video, Michael describes how changes in customer buying needs are driving changes to Ortho Clinical’s go-to-customer model, including the need for new job roles and digital routes to customer:


At the Alexander Group, we pride ourselves in working shoulder-to-shoulder with revenue leaders and their teams to unleash sources of revenue growth.

To learn more about Alexander Group’s Healthcare practice, stay up-to-date on our latest research insights or join us at unparalleled leadership events, please contact one of Alexander Group’s healthcare practice leaders.

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Related Resources
Rise of the Revenue Leader – Growth Multipliers

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Gary Tubridy

Gary Tubridy is a senior vice president of the Alexander Group and the general manager in charge of the firm’s management consulting business. Gary’s consulting work is focused on increasing marketing and sales effectiveness with particular emphasis in technology and medical products industries. Gary has deep expertise in diagnosing sales management issues and helping clients execute action plans to improve results. His research is focused on best practices of leading sales organizations in North America with particular emphasis on sales force transformation and the role of sales leadership. He leads the Alexander Group executive events series and hosts the Operations and Executive Forums. He is one of three founding stockholders of the Alexander Group.


Gary has been with the Alexander Group for over 35 years. Prior to that, Gary was in sales with the IBM Corporation. Gary holds a B.A. from Brown University and an MBA from the Graduate School of Business at Columbia University.


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