The Year of the Pivot: 2025
After carrying quotas in the millions and leading high-performing sales teams for over 15 years, I had an epiphany that transformed my professional trajectory. While I excelled at closing deals and driving revenue, my true passion lay somewhere deeper – in building the architectural foundation that makes sales success possible.
The Realization
Throughout my career, I've witnessed the same challenges derail revenue goals repeatedly. The pattern is clear: organizations rush to scale without laying proper groundwork, leading to systemic failures that no amount of sales talent can overcome.
Stakeholder Confusion. Most organizations struggle with a fundamental misalignment – they can't distinguish between buyers, end-users, and decision-makers. They create messaging that speaks to end-users but fails to address the concerns of economic buyers. Or worse, they ignore the complex web of stakeholders who can veto a deal at any moment. This misalignment creates longer sales cycles, wasted resources, and missed opportunities.
Product Knowledge. Gap I've seen countless sales teams, including seasoned leaders, who can recite feature lists but stumble when asked about real-world impact. They focus on functionality rather than transformation. When you don't deeply understand how your solution solves specific problems for each stakeholder in the buying cycle, you're not selling – you're just presenting.
Misaligned Metrics. RevOps teams often track vanity metrics that don't drive meaningful outcomes. They measure activities (calls made, emails sent) rather than impact (meaningful conversations, problem-solving discussions). This misalignment creates a culture of checkbox-ticking rather than value creation, and incentivizes the wrong behaviors.
Leadership Under Pressure. Perhaps most critically, I've watched leaders – under intense pressure to deliver immediate results – create toxic environments that prioritize short-term wins over sustainable growth. They don't have the time (or sometimes the knowledge) to build proper foundations, so they push harder on broken systems, creating a cycle of pressure, turnover, and missed targets.
The most successful sales organizations I've encountered took a different approach. They weren't just powered by talented salespeople; they were built on rock-solid foundations of strategy, messaging, and market understanding. The difference between good and exceptional results often came down to the groundwork laid before a single pitch was made.
A New Chapter
This insight has led me to pivot Health Tech House, LLC for next year. In 2025, I'm dedicating my expertise to helping health tech and digital health companies build these crucial foundations. Instead of focusing solely on closing deals, I'm helping organizations create the infrastructure that makes scaling possible.
What This Means and What I am offering for Growth-Focused Companies
Looking Forward
This isn't just about fixing what's broken – it's about building something exceptional from the ground up. Whether you're a startup finding your footing or an established company seeking to optimize your approach, the foundation matters.
As I open my books for 2025, I'm looking to partner with organizations ready to invest in their future. Let's build something that doesn't just sell – but scales.
Ready to transform your sales foundation?
▪️ Email: brett@healthtechhouse.co
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