When a US-based AI healthtech company sought to bring to market its patient engagement product, the challenge was foundational.
The product was ready. The infrastructure to sell it was not.
I led the build of the go-to-market engine from scratch, first as A|P’s consultant and then embedded full-time as the company’s Head of Growth, covering commercial strategy, revenue operations and outbound execution simultaneously.
The engagement followed a deliberate sequence: strategy before infrastructure, infrastructure before outreach.
- The first layer established the commercial foundation: A first-principles revenue model, a formally defined ICP, a TAM-SAM-SOM model from US ambulatory provider data, and a CAC/LTV framework.
- The second layer built the infrastructure: A rebuilt CRM with 14 automated hygiene workflows, a cold email engine running at scale across dedicated sending domains, and a four-step high-velocity sales motion purpose-built for independent ambulatory practices.
- The third layer activated the pipeline: An SDR function built from zero, a healthcare-specific calling playbook, a 26-branch event ABM engine, and segment campaigns targeting practices by EHR platform.
By the end, the company had a documented, operational commercial infrastructure where none had existed seven months earlier. The sales motion validated a 5.5× LTV:CAC ratio and a 10.8-month payback period, with the first SMB contracts signed in May 2026.
Every deliverable was built for transfer. The goal was never to create dependency — it was to build something the team could compound on.
