For Business Leaders
Your reps are expensive. Your pipeline is unpredictable.
A fully loaded field rep costs £100-165K per year. If they're spending 80% of their time trying to book meetings, you don't have a sales problem. You have a demand problem. We fix demand.
For Business Leaders · 60s
You've been fixing sales. The problem isn't sales.
A medical device company missed forecast by 40%. The leadership team's response: hire more reps, invest in training, new CRM. The sales director was convinced the problem was execution.
Divide £100-165K by planned calls — about 1,400 per year — and you get £60-120 per call. But that assumes every call happens. No failed attempts. No no-shows. No wasted travel. In reality, the true cost per meaningful meeting is somewhere between £100 and £300.
Then the question: how many of those meetings actually happen? The room went quiet.
HCPs have 24 minutes per week for all supplier interactions. Not per supplier. Total. Access declined from 80% in 2008 to 44% in 2021. More reps doing the same thing in a shrinking window doesn't produce more results.
The reps aren't failing. The model is failing.
The ceiling isn't effort. It's physics.
This is you if
One of these will sound familiar.
01
“I've built something that works but I can't explain it in 30 seconds.”
Clinical evidence, regulatory approval, working prototype. What you don't have: a clear way to explain it to someone who hasn't spent three years inside the problem you're solving. Investors give you 30 seconds. Clinicians give you less. If you can't land the message in that window, it doesn't matter how good the science is.
→ Investor Readiness Sprint · Pitch and Positioning Essentials
02
“My reps are expensive and my pipeline is unpredictable.”
A fully loaded field rep costs £100-165K per year. If they're spending 80% of their time trying to book meetings, you don't have a sales problem. You have a demand problem. 83% of HCPs prefer digital channels for initial product information. They're researching before meetings. If you're not present in that research phase, you're not on the shortlist.
→ Demand Generation Programme · Commercial Strategy Diagnostic
03
“We've got the budget but execution is slow and competitors are ahead.”
You have the products, the team, the investment. But internal complexity — procurement, compliance, cross-market coordination — makes everything take twice as long as it should. Companies that should be behind you are somehow in front. Not because they're better. Because they're faster.
→ Full 3 E's Programme · Embedded support available
04
“I keep investing in sales fixes and nothing changes.”
More training. Better CRM. New incentive structures. More headcount. You've tried all of it. Results haven't followed because you're optimising a model that stopped working when access collapsed. The fix isn't better sales execution. It's building demand so your reps walk into meetings that are already warm.
→ Demand System Build · Done For You
£100-165K
Fully loaded cost per field rep per year
24 min
HCP time per week for all supplier interactions
80% → 44%
Pharma rep access decline, 2008-2021
83%
HCPs who prefer digital for initial product info
Getting started
Getting started.
Founder Advisory
£300-500/mo
Monthly calls + email access. For founders building commercial capability. 3-month minimum.
Workshop
£2K
One day. Identifies the real problem.
Diagnostic
£5K
Written assessment with commercial modelling.
Demand Programme
From £25K
Demand system built and running. 6 months.
What changes.
Your reps stop spending 80% of their time trying to get meetings and start spending it having them. Pipeline becomes predictable. Marketing spend connects to revenue in a dashboard your board can read. Your cost per qualified opportunity drops because the system does work that used to require headcount.
Every quarter the model doesn't change, you're paying £100-165K per rep for people whose primary job has become trying to book meetings that are increasingly impossible to book. Multiply that across your team. That's the cost of not fixing demand.
Your competitors who figured this out aren't outworking you. They built a system. Their reps walk into meetings with clinicians who already know the product, already trust the company, already have questions. Your reps walk in cold and start from zero.
That gap compounds.