iRhythm develops solutions in digital healthcare, redefining the way cardiac arrhythmias are diagnosed. Though the company is a global leader and innovator in digital healthcare technology, its content management solution was not keeping pace with its own advanced technology and products. iRhythm’s sales reps were having trouble finding essential content needed to win deals and didn’t have effective solutions to search for that content. As a result, sales teams were creating their own versions of content that were frequently off-brand and off-message.
Not only did this result in rogue content, but it also meant that sellers had almost no idea of how their content was performing. Having little or no meaningful data from content performance analytics contributed to misaligned priorities and led sellers to squander their opportunities with customers.
sales teams were creating their own versions of content that were frequently off-brand and off-message.
What’s more, the company had few sales enablement processes in place — and those that were in place weren’t followed consistently. All of these factors contributed to uneven sales strategy and execution at iRhythm.