Wednesday, November 4, 2015

Alphatec Spine Salesforce Case Study

Case Study

Written by Laura Monn Ginsburg Laura Monn Ginsburg

Alphatec-LogoCarlsbad, CA, USA
Medical Device Manufacturing
250-500 Employees
www.alphatecspine.com

Founded in 1990, Alphatec Spine, Inc., a wholly owned subsidiary of Alphatec Holdings, Inc., is a global medical device company that designs, develops, manufactures and markets spinal fusion technology products and solutions for the treatment of spinal disorders associated with disease and degeneration, congenital deformities and trauma. Alphatec’s mission is to improve lives by delivering advancements in spinal fusion technologies. The company and its affiliates market products in the U.S. and internationally via a direct sales force and independent distributors.


“The team at Luxent just gets it—we didn’t have to explain things over and over in order to get it right.”

Laura White, Sr. Director, Sales Operations


Challenges

A growing company, Alphatec Spine needed to move from manual processes to a system that would give visibility, structure, and measurability. Specific challenges included:

  • Reporting based on multiple sources of data yielded inconsistent reporting between marketing and sales reports
  • Lacking visibility to pipeline and sales activities
  • Difficulty tracking different product lines’ opportunities
  • Changes to the sales model of the company that didn’t work with manual processes
  • Independent department interactions with various departments resulting in lack of communication and inefficiencies.

Solution

  • Implemented Salesforce Enterprise with the help of Luxent
  • Luxent helped to customize Salesforce in order to support Alphatec’s specific needs which are very common to those in the medical device industry, including around forecasting and opportunity tracking

Results  

  • Support for highly sophisticated forecast needs
  • Central visibility for management team
  • Manage new product opportunity pipeline
  • Manage stages of activity to execute new product initiatives by leveraging use of dashboards and reports to identify opportunities that are progressing or stuck
  • Leverage outcomes data to learn from success and failures in order to improve sales activity
  • Centralized and streamlined interdepartmental functions and processes

“The medical device industry has very nuanced needs. You need a partner who understands both your business and the Salesforce platform in order to be successful with how you use the tool. Luxent worked really hard to get it right and make Salesforce work the way we need.” – Laura White

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