Case Study: an orthopedic device company achieves a stronger new product launch with Alexander Group

Orthopedic Device Company builds launch strategy with Alexander Group and hires 3x more sellers

An orthopedic device company sought to launch a new product to expand its market and grow revenue in a crowded field. Their challenge was to determine the attainable market potential, develop a comprehensive launch strategy including sales force sizing, and quantify the risks of execution. They engaged the Alexander Group for its go-to-market strategy expertise.

The Alexander Group developed a statistical account targeting model, estimating the company's initial market potential at 7% of the total market. Through workload modeling and seller workshops, they provided key inputs for sales force sizing and territory deployment, recommending a time-specific, motivational commission plan. The solution's measurable impact was a business case to hire three times more sellers than originally budgeted to meet Year 1 revenue expectations, allowing for informed decisions on sales force investments.