How athenahealth Increased Buyer Engagement by 24%
athenahealth replaced a fragmented tech stack with Highspot to give reps one trusted source of compliant content.
Introduction
athenahealth believes simpler is healthier and supplies the AI-native solutions to prove it. In partnership with Highspot, it evolved its go-to-market strategy, using the platform to:
- Ease compliance risks with strict governance
- Modernize the buying experience with Digital Rooms
- Uncover deal-winning behaviors with engagement data
Challenge
Rebuilding rep confidence
athenahealth’s reps face shifting regulatory requirements and strict compliance demands. To win provider confidence, they need to position themselves as industry experts. This was complicated by gaps in athenahealth’s tech stack, which led reps to waste essential selling time searching for compliant content and up-to-date information.
The challenge went beyond lost productivity. Reps needed assurance that the resources they used were accurate and compliant. Without it, they risked sharing outdated information and losing provider confidence. To rebuild reps’ trust and restore lost productivity, athenahealth partnered with Highspot.
Before Highspot, we were using an amalgamation of different pieces of software. One of the biggest challenges for reps was knowing what content to use, where to find it, and if it was accurate or useful.
Solution
Simplifying GTM workflows
athenahealth hit the ground running with Highspot, rolling out a well-structured environment and thoughtful Spot infrastructure that sparked high early adoption. To rebuild trust, the team leveraged promoted search to improve search results and findability and enacted strict governance policies to reduce time spent on low-impact activities. Reps accustomed to the old way of working immediately felt the difference.
Recurring usage of the platform grew to 94% as reps used the platform to surface and share accurate, compliant information with providers. Soon, reps had built Highspot’s content sharing capabilities into their daily workflows. Buyers felt the difference. As athenahealth’s sellers embraced external shares, buyers did too. Now, buyers spent 29% more time viewing the content and resources sellers share.
Because every share opens a window into buyer engagement habits, sellers use these viewing behaviors to shape their next steps and move deals forward. Simultaneously, the enablement team use that data to identify winning behaviors and scale proven-to-work tactics.
Impact
Scaling data-driven execution
Highspot gave athenahealth’s team new insight into how their efforts influence provider engagement and deal momentum. This visibility has transformed how athenahealth operates. Now, leaders across the organization can identify and scale what works, so reps have the support they need to build strong provider relationships and drive deals forward.
“I would characterize the difference between pre-Highspot and post-Highspot as simpler, more efficient, and more effective,” concluded Stento.
With Highspot, athenahealth restored rep productivity with simplified engagement workflows that supplied end-to-end visibility into winning tactics. As adoption of external shares grows, so too will the impact on athenahealth’s outcomes. The team is on the right track. Through the team’s external sharing strategy, sellers have achieved a 24% increase in buyer engagement.
Never before have we had an understanding of what's driving success, engaging prospects and customers, and moving us in the direction we want to go.
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