How a Healthcare Technology Company Improved Sales Execution Efficiency to Scale In-Home EEG Services with HubSpot

Unlike traditional in-office EEG testing, Neurotech's model depends on building and maintaining relationships with hundreds of medical practices nationwide, each with its own ordering process, preferred EEG durations, and documentation requirements. Their revenue model requires consistent follow-up, accurate tracking of practice-specific needs, and reliable handoffs between sales and service teams.

• Sales Reps Couldn't Track Practice-Specific Requirements: With thousands of medical contacts spread across epilepsy units, hospital programs, and private neurology groups, the sales team had no reliable way to capture or access critical practice details. Information about current EEG ordering processes, pain points with existing vendors, patient volume, preferred study durations, and whether practices preferred to read their own studies lived in individual rep notes. When a practice called back weeks later, reps scrambled to recall context. Without a system to document these nuances, every conversation started from scratch.

• Lead Qualification Happened Inconsistently: The team lacked a clear framework to move prospects from initial outreach to qualified opportunity. Some practices were marked as leads when they should have been deals. Others sat in limbo because no one knew who owned the next steps or what "qualified" actually meant. Without consistent stages, the pipeline became unreliable. Leadership couldn't forecast revenue or identify which markets needed attention.

• Parent-Child Practice Relationships Created Data Conflict: Many neurology groups operated multiple locations under a single parent organization. But when reps logged contacts from different branches, HubSpot treated each as an independent entity. There was no way to see the full organizational structure, understand the decision-making hierarchy, or avoid duplicate outreach to the same practice system. This fragmentation meant missed opportunities to expand within existing accounts and increased the risk of conflicting messages reaching the same decision-makers.