Most marketing operations stacks are designed for a single-contact, single-touch B2B SaaS sale. Digital health deals move through a multi-stakeholder committee, a compliance-reviewed vendor list, and integration requirements unfamiliar to your MarTech vendor. We restructure the operational layer – CRM architecture, lead routing, and tool stack – around how health system, payer, and employer deals really progress.
The Challenge
Your CRM follows one contact per account, while the actual deal involves four stakeholders who never see one another's activity
Standard CRM setups route a lead to a rep the moment one person fills out a form, then track that single contact's engagement as the health of the whole deal. When your clinical champion, IT security reviewer, and procurement lead each engage separately and at different times, a CRM built for one contact per deal either misses two of the three or muddles all three into a confusing single record. Sales ends up working the deal blind to who on the buying committee still needs to be convinced.
Lead routing rules treat a form fill as sales-ready, even though a security-review download frequently indicates the opposite
In most B2B stacks, a demo request routes to a rep immediately and a whitepaper download triggers a nurture sequence. In digital health, a security or compliance document download frequently means IT is doing due diligence on a deal sales doesn't even know is active yet, and treating it as a low-intent nurture touch means marketing ops misses the earliest, highest-value signal in the funnel.
Your MarTech stack has never undergone the same BAA and security review required for your product
Marketing teams often adopt ad platforms, chatbots, and enrichment tools without running them through the same security and compliance review the core product undergoes, because marketing doesn't think of itself as touching protected data. If any of those tools end up processing anything condition-adjacent or patient-identifiable, that's an unreviewed vendor sitting in your stack that a health system's own security audit can flag as a red flag about your company's data discipline generally – not just about that one tool.
Marketing and sales define a qualified lead differently, and neither definition considers the committee
Without a shared, committee-aware lead scoring model, marketing hands off contacts sales doesn't trust, and sales closes deals marketing gets no attribution credit for, because the actual influencer who moved the deal never triggered a marketing-qualified-lead event. This misalignment compounds every quarter as both teams build separate, incompatible pictures of what's actually working.
How We Support You
We begin by mapping the true structure of your deals – who typically serves as the clinical, security, procurement, and executive stakeholder for your particular product, and how each person currently appears (or fails to appear) in your CRM and marketing automation. Rather than imposing a generic RevOps framework and hoping it works, this map becomes the blueprint for every operational change that follows.
Next, we restructure your CRM object model and lead routing around the buying committee instead of one contact. This usually includes account-level engagement scoring that combines activity from every identified stakeholder, routing rules that recognize a security-document download as a high-intent signal rather than a low-intent nurture interaction, and one shared lead-qualification definition that both marketing and sales actually follow.
We review your entire MarTech stack against the same compliance threshold your product data must meet – which tools process anything condition-adjacent, which have a signed BAA, and which remain in your stack without review. Tools creating exposure are flagged, then replaced or reconfigured before they surface during a health system vendor security review and create a credibility issue larger than the tool itself.
We design reporting and sales-marketing handoff processes around the actual multi-stakeholder deal. A rep managing an account can then see which committee members have engaged, what content they viewed, and where the deal is truly stuck – clinical, security, or procurement – instead of relying on one flat lead score.
We implement these changes within your current stack rather than proposing a rip-and-replace. Most digital health companies already use a CRM and marketing automation platform that functions well at the tooling level. The issue is almost always structural – object models, routing logic, and scoring definitions created for the wrong deal type – not a missing capability.
Unlike a conventional marketing ops engagement, we design the operational layer specifically for the health system and payer buying committee and the compliance review your tools must pass. We don't import a standard B2B SaaS RevOps playbook and simply add a health-specific label. We've built this structure before for companies selling to precisely this type of buyer.
What we deliver
- CRM object model and account-level engagement scoring rebuilt around the real multi-stakeholder buying committee
- Lead routing rules that correctly weight security and compliance document engagement as high-intent signal
- MarTech stack compliance audit flagging any tool processing condition-adjacent data without a BAA or security review
- Shared sales and marketing lead-qualification definition and handoff process built around committee-level deal progression
The most common marketing ops failure in digital health isn't a tool that's missing—it's a CRM designed for one buyer trying to track a deal with four, meaning half the signals that predict a close never reach the rep managing it.
Our Methodology
We deliver this work as a 90-day operational sprint. During the first 30 days, we map your actual buying committee and audit your existing CRM object model, lead routing, and MarTech stack against that structure – including a compliance review of every tool that touches marketing data. From days 30 through 60, we rebuild the CRM structure, routing logic, and scoring model within your current platform rather than migrating to another one, unless your existing tools truly cannot support the structure. From days 60 through 90, we test the new system against live pipeline, refine routing and scoring based on how actual deals move, and provide documentation that your internal team owns going forward.
Unlike a standard RevOps consulting engagement, we don't approach marketing ops as a generic funnel-optimization project. We structure the system around the particular stakeholders – clinical, IT security, procurement, and executive sponsor – who make up a digital health deal. We also evaluate every tool in your stack through the same compliance lens your product must already pass, because an unreviewed MarTech vendor represents a real category risk, not a theoretical one.
Our Working Process
The opening 30 days focus on an audit: your current CRM structure, lead routing rules, MarTech stack compliance status, and sales interviews to determine where deals truly stall. We compare the actual buying committee for your typical deal type with what your systems capture today.
From days 30 through 60, we rebuild – updating the CRM object model, routing logic, scoring model, and any MarTech stack elements identified by the compliance audit. This stage requires direct access to your CRM admin and the person responsible for vendor security review, because updates must be made in the live system and approved against the same standards your product data must meet.
From days 60 through 90, we test the new structure with live pipeline and refine it based on actual deal behavior – adjusting routing thresholds, scoring weights, and handoff triggers as real committee members engage. We provide complete documentation so your team can maintain and expand the structure without keeping us permanently involved in the system.
Our cadence includes a weekly working session with your RevOps or marketing ops owner throughout the build, moving to biweekly check-ins after the system is live and stable. Most clients continue working with us in an advisory role beyond 90 days as their deal structure or tool stack changes.
- CRM and routing that reflect the real multi-stakeholder deal instead of a single contact
- A MarTech stack that clears a health system vendor security review instead of surprising you during one
- Sales and marketing working from one shared definition of a qualified lead
- Faster identification of which committee member is actually stalling a deal
If your digital health company needs marketing operations leadership, we should talk.
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Frequently asked questions
What does a marketing operations engagement cost for a digital health company?
Pricing depends on the present condition of your CRM and MarTech stack – how much of the object model and routing logic requires rebuilding rather than reconfiguration, and how many tools require compliance review. Companies with a relatively clean CRM pay less than those carrying years of unstructured data and unchecked tool sprawl.
How soon will the new system be live?
The core CRM and routing updates are generally live by day 60, while days 60 through 90 focus on refining the system using real pipeline behavior. Complete MarTech stack compliance remediation may go beyond 90 days when several tools must be replaced instead of reconfigured.
Will we have to migrate to a new CRM or MarTech platform?
Almost never. Most digital health companies already have sufficient tooling; the issue is nearly always an object model, routing logic, and scoring structure designed for the wrong deal type. We operate within your current stack unless a particular tool truly cannot support committee-level tracking.
How does your team collaborate with our internal RevOps or marketing ops staff?
We collaborate directly with your team, then transfer complete ownership and documentation rather than making them rely on us for ongoing system maintenance. Your internal staff should plan to participate actively during the build, not simply receive a completed system at the end.
How is this different from a typical RevOps or marketing ops consultancy?
Most RevOps consultants use the same generic funnel and lead-scoring framework regardless of the buyer. We design specifically for the clinical, security, and procurement buying committee that shapes a digital health deal, while evaluating your MarTech stack through the same compliance lens your product data must already pass.
How is ROI measured for a marketing operations engagement?
We measure whether lead routing accurately identifies high-intent signals such as security document engagement, whether marketing and sales report identical qualified lead numbers, and whether your MarTech stack clears vendor security review without last-minute scrambling. These are the exact failure modes the engagement is designed to address.
Which type of digital health company is best suited to this service?
Series A through Growth-stage digital health companies selling to health systems, payers, or large employers, where deals already include multiple stakeholders but CRM and marketing systems continue to assume one contact. If marketing and sales have different views of the pipeline, this service is designed for that exact problem.
