🎙️ Building Sales Momentum in Regulated Industries

Why Small Wins Beat Big Whales in Healthcare, Fintech & Insurtech

Host: Dan Griffith – Greater Gain Group & GrowDGtal
Guest: Robert Plush – Health Biotech Partners

If you’ve ever said:

“We’ve been talking to [Big Health System] for 8 months…”
 “If we land [Enterprise Client], we’re set…”
 “Once [Big Bank] signs, it changes everything…”

This episode is for you.

In regulated industries—where sales cycles are long, risk is high, and approvals are complex—chasing enterprise whales can quietly kill your revenue momentum.

In this LinkedIn Live replay, Dan Griffith sits down with healthcare tech veteran Robert Plush to unpack how founders and GTM teams can shift focus from “whale hunting” to “win stacking”—and build predictable growth in 90 days.

🧠 What You'll Learn:

🚫 The Whale-Chasing Trap:
Big-deal obsession leads to:

• Feast-or-famine pipelines
• Overcommitted resources
• Delayed learning cycles
• Lost team focus
• Fragile forecasts

✅ The Small Wins Advantage:
Focusing on fast-moving, high-intent prospects gives you:

• Faster feedback loops
• Revenue you can count on
• Repeatable sales processes
• Market validation & proof points
• Energized, focused teams
• Case studies that attract bigger clients

🧪 Real Case Study: MAKO Surgical

Robert shares how his team grew from 91 to 1,170 surgical implant cases by:

• Targeting regional hospitals, not national whales
• Building local KOL (Key Opinion Leader) support
• Creating demo sites to drive visibility
• Leveraging success stories to fuel scale

Result? Consistent revenue growth, not luck or waiting.

⚙️ Your 90-Day Sales Momentum Plan:

Days 1–30:

• Identify fast-moving prospects
• Qualify using 5 key questions
• Target those with urgency, authority, and budget

Days 31–60:

• Launch focused outreach campaigns
• Prioritize speed over size
• Leverage case studies and early adopter wins

Days 61–90:

• Close deals and document learnings
• Turn early clients into referral engines
• Build toward repeatable motion

🎯 Goal: 3–5 new customers, proof of product-market fit, team momentum.

🛠️ Qualification Questions That Matter:

1. “Who else needs to approve this decision?”
2. “What’s your implementation timeline?”
3. “Is budget already allocated?”
4. “What happens if this doesn’t get solved?”
5. “Would you be open to being a case study?”

If they can’t answer clearly—they’re not a fast mover.

🌐 Using KOLs to Accelerate Trust:

• Start with local, accessible thought leaders
• Deliver value first—don’t pitch
• Co-create proof points: webinars, content, pilot data
• Build a KOL referral network over time
• Use their credibility to scale influence systematically

⚠️ Mistakes to Avoid:

• Putting all hope in one “game-changing” deal
• Customizing heavily before a contract
• Delaying momentum for a maybe
• Ignoring faster-moving, lower-profile buyers
• Letting verbal commitments drive pipeline forecasts

📈 What to Measure (Beyond Logo Size):

• Sales cycle length
• Segment-specific conversion rates
• Customer acquisition cost (CAC)
• Time to first value
• Case study development
• Referral generation from early adopters

Remember: Big logos don’t always mean scalable growth.

🔁 The Momentum Effect:

Whe

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