Case Study: An Inside View into How Concentra Brings New Products to Market

Have you integrated your product road map with your go-to-market strategy? Most executives think they have. But in reality, their go-to-market strategies are a collection of tactics versus a coherent plan.

If you suffer from this problem, listen to this podcast. It is an interview with John deLorimier, the EVP, Chief Sales and Marketing Officer at Concentra. Concentra is a national healthcare company that focuses on improving America’s health, one patient at a time. They operate 330 medical centers in 40 states.

During this interview, John discusses:

• Concentra’s corporate, product, marketing, and sales strategy
• How he integrates to company’s product strategy with his go-to-market strategy.
• How to establish launch goals, and understand launch risks.
• Who is responsible for content creation and for training the sales team on the new offering.
• How to measure progress against the launch objectives.

We use SBI’s 6 Step Revenue Growth Methodology to guide our conversation. If at the end of the show you’d like a copy, we’ll let you know how to get it.  

Developing an actual go-to-market strategy is critical to a successful product launch. If you’ve had a launch failure recently and want to see hear one of yours has done it successfully, listen now.