The Weird Truth As To Why Increasing Sales Starts With Operations (Helping Your Ops Teams & Sales Reps Is Well Worth The Effort)

Written By

Mareo McCracken
Mareo McCracken

Share This Article

When your sales force is effective and efficient you will sell more.

A truly collaborative operations team is key to driving better sales processes.

Sales reps are the foundation of the medical device industry. They own the relationships. They are the spark that drives the entire engine. Helping them to do their job better will drive growth.

Cold Hard Truth:

In the medical device world, increasing the effectiveness of your sales force starts with better operations.

Here is how you help operations help sales:

  1. Give them true visibility.  (product search, shipments, sales data, case status, account info, inventory status)
  2. Provide an integrated (ERP/CRM) tool that allows them to perform all their work.  (scheduling, field inventory transfers, allocation, receiving, verifying, ordering, scanning, usage, replenishments, billing, POs)
  3. Let them have HIPAA compliant messaging & communication. (eliminate email, texting, most phone calls)

Right now, most organizations leverage the reps for operational work because they really don’t see any other option. The rep owns the relationships. The rep is at the case. The rep manages everything. This is good and needed. Yet the transparency is not there and thus without team-wide visibility to everything that is happening, inefficiencies are created.

In order to build trust between operations and sales, first, give everyone the right tools to do their jobs well. Operations need to be on the same page as sales reps. Everyone needs to be on the same calendar. Operations need the ability to view all current inventory real-time. They need to see all kits, all trays, all loose pieces and then be able to allocate those as needed. When operations can do their job better, sales begin to develop trust.

When trust is created, better processes will develop.

The Foundation Sales Built

The more time sales reps spend doing administrative work, the less effective they will be.

The more time sales reps spend doing operational work, the less effective they will be.

The reps are expected to do everything. They handle it, whatever it is.

Yet, they are not given the right tools and forced to use processes that were created by well-intentioned, but out of touch, operations teams.  These processes are being shoved down sales reps throats and are not getting adopted. Compliance is low, visibility is poor, and miscommunication is rampant.

Sales reps need to be able to do all of their work in one simple to use app.

Here is how you help sales reps sell more: (…same as helping ops!)

  1. Give them true visibility. (product search, shipments, sales data, case status, account info, inventory status)
  2. Provide an integrated (ERP/CRM) tool that allows them to perform all their work. (scheduling, field inventory transfers, ordering, scanning, usage, replenishments, billing, POs)
  3. Let them have HIPAA compliant messaging & communication. (eliminate email, texting, most phone calls)

When you do this you will reduce the busy work they have, eliminate unneeded tools, give them clarity, help them focus, and provide the visibility they crave.

Easy To Use Tools = Better Behavior

And better behavior means better, relevant, and more actionable data for operations, planning, marketing, forecasting, and manufacturing.

It is all about sales force effectiveness.

Everyone knows you can’t force sales reps to change behavior. But if you help them, truly make their life easier, you can get them to adopt new ways of doing business.

Just like with your clients, if you show love to your reps, they will love you back.

When your reps have a tool that frees up their time, they will sell more.

Want proof? Call, email or click here. 

Contact us: 858.956.0219 or

WATCH DEMO NOW (you can personalize it to your needs/wants) 

A good field inventory solution is worth its weight in gold, a fully integrated medical device specific operations and sales force effectiveness platform is priceless.

A complete tool should be able to or have:

  • Surgery Scheduling (+ Calendar)
  • Surgeon Preferences / Preference Cards
  • CRM / Case & Opportunity Management
  • Inventory Control & Visibility (All Locations, All Buckets)
  • Active Order Visibility
  • Opportunity/Lead Management
  • Customer/Account Management
  • Sales Metrics / Data (Reps, Leaders, Corporate)
  • Shipping Coordination (FedEx, UPS Integration)
  • Directed Picking & Put-away (Bin Mapped)
  • Auto Product Replenishment
  • Commission Calculations
  • Expiration Notifications
  • Direct Orders
  • Send & Receive Tools (Rep to Rep etc., field transfers)
  • Contract & List Pricing (Real-time)
  • Audit/Cycle Counts
  • Reporting & Billing
  • Image & File Sharing
  • Secure HIPAA Compliant Communication
  • Mobile Usage Capture
  • UDI Compliance
  • Barcode Scanning
  • RFID Integration & RFID Reconciling (HF/UHF)
  • ERP/CRM/EMR Integrations
  • Demand Planning Tools
  • Consignment/Loaner Management
  • Pluggable Workflows (Programmatic Integrations, Integrated Prediction Models)
  • Sourcing Matrix Tool
  • HIPAA Compliant Communication Platform (Messages, Calendar, Usage, Notes, Files)
  • Sourcing Optimization
  • Future Stock (Virtual Inventory Assigned to Future Events)
  • Atomic Inventory (UDI Ready, Piece Level Tracking, Serialized or Not)
  • Hybrid Kitting (Skinny Kits, Kit Management, Kit Versioning, Tracking)
  • Cross Boundary Workflows
  • Lost & Found (Automatic Cycle Counting )
  • Merger/Acquisition Integration
  • Par Management
  • Multi-Catalog Management
  • Loan Optimization (1 Loan Per Day)
  • Separate or Combined Sales & Operations Alignment
  • Cost-to-Serve Metrics
  • Turn Ratio Dashboards

Need to talk with someone? We understand. Call anytime.

phone: 858.956.0208


or visit:


Want more? Stay up to date with our latest news and products.

Your email is safe with us, we don't spam.

Related Articles


Pioneering Efficiency:
How Movemedical Transforms the Medical Device Last-Mile Supply Chain.

In the highly regulated and complex world of the medical device last-mile supply chain, managing logistics efficiently is paramount. Now, the medical device industry puts heavier focus on operational efficiency and cost-effectiveness. Movemedical stands at the forefront of addressing these challenges by offering solutions that streamline inventory management, enhance customer… Read More

BY Nickolas Crawford
Operational Excellence

Fix Medical Device Inventory & Reduce Costs

The medical device last-mile is complex. The unique variables regarding field inventory, sales, billing, and order management add tremendous costs. Movemedical can help lower costs for medical device companies in several ways: Streamlined Inventory Management: Movemedical’s software allows medical device companies to manage their inventory more efficiently. By providing real-time… Read More

BY Mareo McCracken

Seven (7) Ways ChatGPT Recognizes How Med Device Companies Benefit from Using Movemedical

Managing implantable surgical devices in the field is highly complex, and requires teams of experienced industry experts to map out effective processes and implement them efficiently. Understanding the unique approaches needed to successfully accomplish this is a challenge for even industry veterans. To see how well AI could comprehend from… Read More

BY Mareo McCracken

Using The Right Levers Creates Exponential Asset Utilization Improvement

Impact of Cycle Time and Service Level on your Inventory Levels Clean, fast data enables proactive inventory control and management. Applied properly, advanced analytics can be leveraged to optimize your field inventory operations. Previous articles discussed calculating optimized inventory levels for medical device field offices based on actual demand… Read More

BY Joost Rietdijk