How Axiom Medical Reduced Implementation by 28 days

Axiom Medical has a vision of a safe, resilient workforce and operates around the clock to help employers achieve it. To expand its reach, Axiom’s marketing team set out to: 

• Improve visibility into content performance
• Accelerate and simplify buyer experiences 
• Align GTM teams around a shared strategy

Previous solution faltered at scale

Occupational safety is a concern in every industry, which means Axiom Medical has no shortage of potential customers. As it expanded to serve them, the organization found that its existing solution no longer met its needs. The marketing team lacked visibility into how content influenced deals, and sellers relied on attachment-heavy emails that created friction for buyers and hid engagement insights.

Axiom Medical set out to create a connected journey that extended from evaluation to implementation and expansion. But gaps in essential go-to-market workflows prevented the organization from effectively scaling this vision. These cracks in its previous tool inspired Axiom Medical to make a change. In Highspot, it found a partner ready to scale alongside it.

Cross-functional strategy improves the buyer journey

With Highspot, Axiom Medical built a more connected go-to-market motion. Internally, Sales Plays help sellers and customer success reps execute consistently across the buyer journey. Externally, Digital Rooms reduce friction and accelerate decisions, so much so that nearly every deal starts with a Digital Room. From evaluation to implementation and expansion, that Digital Room remains a single source of truth for buyers. Sellers are seeing the impact, with 88% adopting external shares into their workflow.

This strategy has increased buyer engagement with shared content by 29% and given Axiom Medical’s teams actionable engagement data. Sellers and customer success reps use this data to guide their next steps, while marketing uses it to assess content performance and inform investments.

“Highspot is the difference between hoping content works and being able to measure how it has impacted deals,” added Holly Foxworth, vice president of marketing and communications. “It tells us what’s working and where our gaps are.”

Aligned execution accelerates customer success

Axiom Medical created a connected, cross-functional strategy that accelerates decisions and streamlines customer success. Now, pre- and post-sales teams execute with consistent, data-informed precision; the marketing team knows and invests in what works. Across Axiom Medical, go-to-market teams have developed a playbook for success and are scaling it together.

“We have a strategy that sticks,” concluded Foxworth. “Everyone’s on the same page and moving in the same direction.”

With Digital Rooms supporting them throughout their purchase journey, Axiom Medical’s buyers now experience less friction and find information faster. As the conversation progresses, that means they also become successful further. In this way, Axiom Medical enabled its customer success reps to streamline the customer implementation process and accelerate time to success, resulting in a 28-day reduction in implementation time.