HCIT Company grew revenue 44% in 12 months

Case Study

HCIT Company *grew revenue 44%* in 12 months

In Q4 of Year 1, the PE-backed healthcare company needed immediate operating leverage in the commercial engine. Cortado embedded with the CRO to stand up a measurable sales process, tighten CRM and reporting, and run a weekly cadence that translated to increased demand.

• Sales

• Marketing

*Company’s Challenge* Growth stalled because the commercial system could not convert demand into business, and sales and marketing lacked a shared process, roles, and accountability.

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• No consistent pipeline definitions, stages, or hygiene standards across reps
• Limited visibility into funnel performance blockers, and next actions
• CRM configuration and reporting did not support forecasting or conversion management
• No weekly operating cadence to inspect pipeline, coach activity, and drive follow-up

Cortado Group *Results*

• Revenue rebounded $8.2M from $18.6M (Y1) to $26.8M (Y2) (+44%) after implementing pipeline inspection and conversion management.
• Client inquiries increased 37% YoY with tighter targeting and improved lead follow-up SLAs.
• Lead Conversion improved by 50% as stage definitions, handoffs, and cadence reduced leakage.
• CAC dropped 48% by instrumenting funnel KPIs and reallocating spend based on performance visibility.

Cortado Group *Solution* *Strategies*

• Build ICP & Personas
• Stage the Sales Process
• Deploy Plays & Scripts
• Stand Up Sales Development
• Rebuild Marketing Engine
• Full-Funnel KPIs
• Partner Program Design

• Codified ideal provider and client profiles plus provider and buyer personas.
• Implemented a 3-stage process with exit criteria, forecasting, and reporting.
• Delivered plays, talk tracks, and role-based scripts for every pod position.
• Launched an SDR function with hiring profiles, training, and operating cadence.
• Transitioned to an in-house, persona-based campaign engine with new leadership.
• Established funnel metrics, dashboards, and weekly performance reviews.
• Built a key provider partner program and strengthened vendor partnerships.

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• Solutions Provided

• Campaign Strategy & Execution

• Buyer Persona Development

• Ideal Customer Profile Development

• SDR Development

• SEO/SEM & Digital

Key *Insight*

By rebuilding the sales motion, and an in-house marketing engine, the healthcare company grew revenue 44% in 12 months and cut CAC 48%.