Evolving Brands & Businesses
Starkey: LivioAI
As healthy businesses evolve, foundational shifts often fuel future growth. I partnered with Starkey to guide strategic modernization across go-to-market model optimization, sales integration, innovation roadmapping, new product launch planning, and competitive brand positioning. This work enabled the organization to better adapt to changing customer needs and drive sustained market relevance.
“Brian modernized our approach, redefining our marketing strategy but more importantly changing how we work cross-functionally. Championing sales and marketing integration, he set clear expectations of his team and partners while walking the talk through his own actions."
— Sales Leader
The Challenge
Healthcare is an industry in constant flux, with evolving consumer expectations, regulatory shifts, and technological advancements driving the need for agile go-to-market models. The company faced three critical challenges:
- Redefining the go-to market (GTM) approach to align with both B2B and B2B2C opportunities.
- Integrating sales and marketing efforts to improve conversion rates and customer experience.
- Launching breakthrough products while repositioning the brand as an industry innovator.
The complexity of the healthcare space meant navigating compliance constraints, entrenched legacy systems, and stakeholder hesitancy toward change. The transformation had to be executed without disrupting existing revenue streams while also preparing the company for future growth.
Solution Approach
- I spearheaded a multi-layered modernization initiative that addressed the company's GTM model, sales processes, and market positioning through data-driven strategy and execution. Key elements included:
- Reengineering the GTM Strategy
- Developed an adaptive, insight-driven GTM framework to capture both B2B efficiencies and B2B2C personalization.
- Built scalable sales pathways that optimized messaging across both enterprise buyers and individual consumers.
- Sales & Marketing Alignment
- Established real-time data integration between sales and marketing to improve lead scoring and conversion optimization.
- Created dynamic content and sales enablement tools that supported personalized outreach and streamlined decision-making.
- Product Launch & Brand Repositioning
- Introduced groundbreaking new products, leveraging market intelligence for effective messaging and audience segmentation for targeted commercialization.
- Executed omnichannel campaigns that drove new product revenue while strengthening the company’s reputation as an industry pioneer.
- By merging modern analytics, customer-centric engagement models, and agile product positioning, the company evolved into a future-ready healthcare leader.
Impact & Insights
This transformation resulted in significant business outcomes:
- Accelerated revenue growth leading to the company’s most successful product launch, driven by a more effective sales pipeline and customer acquisition strategies.
- Higher sales conversion rates through better marketing and sales experience alignment.
- Dramatic improvements in marketing performance driven by over a million dollars in realized efficiencies reinvested into more modern and harder working marketing vehicles, which drive significant positive impact on brand perception, positioning the company as an innovation leader.
- Improved customer experience, integrating personalized healthcare solutions and ongoing support from the very start of the patient journey.
One of the most valuable insights was the power of synchronization between sales and marketing, ensuring that data, execution, and learning flows seamlessly and freely all the way from demand generation to deal closure to customer adoption and support.
Key Recommendations
For organizations modernizing GTM models and sales integration, some considerations:
- Invest in relationship building, cross-training, and strategic alignment of sales and marketing to deliver real-time collaboration on shared objectives.
- Develop a GTM strategic framework and operational plan that balances structured enterprise sales and marketing with in-market agility.
- Look beyond historical norms and pursue clear objectives and measures for value creation through data-driven decision-making.
- Proactively build future perception of the brand, ensuring new initiatives serve as powerful RTBs for the brand needed both in the present and in the future.
- Plan to iterate with advanced preparation for listening and quickly leveraging in-market insights.
Work I’ve done for them helps make the work I do for you even better.
Let’s Break New Ground Together!
© 2025 Brian Broveleit. All rights reserved.
Evolving Brands & Businesses
Starkey: LivioAI
As healthy businesses evolve, foundational shifts often fuel future growth. I partnered with Starkey to guide strategic modernization across go-to-market model optimization, sales integration, innovation roadmapping, new product launch planning, and competitive brand positioning. This work enabled the organization to better adapt to changing customer needs and drive sustained market relevance.
“Brian modernized our approach, redefining our marketing strategy but more importantly changing how we work cross-functionally. Championing sales and marketing integration, he set clear expectations of his team and partners while walking the talk through his own actions."
— Sales Leader
The Challenge
Healthcare is an industry in constant flux, with evolving consumer expectations, regulatory shifts, and technological advancements driving the need for agile go-to-market models. The company faced three critical challenges:
- Redefining the go-to market (GTM) approach to align with both B2B and B2B2C opportunities.
- Integrating sales and marketing efforts to improve conversion rates and customer experience.
- Launching breakthrough products while repositioning the brand as an industry innovator.
The complexity of the healthcare space meant navigating compliance constraints, entrenched legacy systems, and stakeholder hesitancy toward change. The transformation had to be executed without disrupting existing revenue streams while also preparing the company for future growth.
Solution Approach
I spearheaded a multi-layered modernization initiative that addressed the company's GTM model, sales processes, and market positioning through data-driven strategy and execution. Key elements included:
- Reengineering the GTM Strategy
- Developed an adaptive, insight-driven GTM framework to capture both B2B efficiencies and B2B2C personalization.
- Built scalable sales pathways that optimized messaging across both enterprise buyers and individual consumers.
- Sales & Marketing Alignment
- Established real-time data integration between sales and marketing to improve lead scoring and conversion optimization.
- Created dynamic content and sales enablement tools that supported personalized outreach and streamlined decision-making.
- Product Launch & Brand Repositioning
- Introduced groundbreaking new products, leveraging market intelligence for effective messaging and audience segmentation for targeted commercialization.
- Executed omnichannel campaigns that drove new product revenue while strengthening the company’s reputation as an industry pioneer.
By merging modern analytics, customer-centric engagement models, and agile product positioning, the company evolved into a future-ready healthcare leader.
Impact & Insights
This transformation resulted in significant business outcomes:
- Accelerated revenue growth leading to the company’s most successful product launch, driven by a more effective sales pipeline and customer acquisition strategies.
- Higher sales conversion rates through better marketing and sales experience alignment.
- Dramatic improvements in marketing performance driven by over a million dollars in realized efficiencies reinvested into more modern and harder working marketing vehicles, which drive significant positive impact on brand perception, positioning the company as an innovation leader.
- Improved customer experience, integrating personalized healthcare solutions and ongoing support from the very start of the patient journey.
One of the most valuable insights was the power of synchronization between sales and marketing, ensuring that data, execution, and learning flows seamlessly and freely all the way from demand generation to deal closure to customer adoption and support.
Key Recommendations
For organizations modernizing GTM models and sales integration, some considerations:
- Invest in relationship building, cross-training, and strategic alignment of sales and marketing to deliver real-time collaboration on shared objectives.
- Develop a GTM strategic framework and operational plan that balances structured enterprise sales and marketing with in-market agility.
- Look beyond historical norms and pursue clear objectives and measures for value creation through data-driven decision-making.
- Proactively build future perception of the brand, ensuring new initiatives serve as powerful RTBs for the brand needed both in the present and in the future.
- Plan to iterate with advanced preparation for listening and quickly leveraging in-market insights.
Work I’ve done for them helps make
the work I do for you even better.
Let’s Break New Ground Together!
© 2025 Brian Broveleit. All rights reserved.