We caught up with Craig Ackerman of the Alexander Group to learn about his experience as a 2018 conference sponsor. Hear Craig’s perspective on the benefits of sponsorship, the types of companies he was able to meet onsite and the advice he has for those considering sponsoring.
Who is the Alexander Group?
Alexander Group is a revenue growth consulting firm to the world’s leading marketing, sales and service organizations. Founded in 1985, Alexander Group uses a proven set of tools and methodologies to increase revenue. Our practical approach, broad perspective and data-informed decisions help healthcare companies align resources to meet their unique challenges and unlock revenue growth.
What encouraged you to get involved with the conference/become a sponsor?
The MedTech Conference is, without a doubt, the premiere event in this industry. Year after year we’re impressed with the wide array of high-level executives from companies, big and small, in the MedTech industry. This is a well-respected and valued event and, from our point of view, it is the one must-attend industry event of the year.
How does your company benefit from sponsoring the event?
Our sponsorship and presence reinforces our position in the market as the premier revenue growth consulting firm. The visibility we gain with our current clients and potential prospects is quite valuable. It offers us a platform to share our research findings and thought leadership message with the marketplace and in front of our target audience.
Additionally, The MedTech conference is a great place to hear more about the latest industry trends and new innovative technologies. This complements the Alexander Group’s ongoing research that focuses specifically around the top trends impacting commercial models and how sales and marketing organizations are moving beyond traditional sales representatives and adapting to the changing healthcare ecosystem. Our research shows the companies that embrace innovative investment strategies produce sales growth that is three times the industry average. The MedTech conference supplements our research with additional market insights and knowledge that we can pass along to our clients.
Who are you looking to meet with? What types of companies/titles do you look for? Are you finding them at The MedTech Conference?
This is a great venue to reconnect with current clients as well as interact with potential clients. When targeting execs to connect with at this conference we generally look for business and revenue leaders in the commercial organization. We are interested in meeting with companies of various sizes from traditional Top 100 Medical Device companies to smaller start-up medtech organizations. We’re able to engage with many of these contacts at The MedTech Conference. It is probably the best event for executive participation in the industry.
What advice would you give to somebody who is considering sponsoring?
Do your research ahead of time. This is a big conference. You have to proactively reach out to those you want to interact with. You are going to have to do a little work to ensure you connect with the people you want to talk to. Everyone at the event is there to talk to someone. They aren’t necessarily going to just come to you. But there are enough forums to meet people and have discussions, whether it be attending the sessions, sponsoring a booth or attending the social events. Make sure to take advantage of the tools that the conference provides (attendee lists, the conference app with a meeting scheduler, networking events).
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Craig Ackerman, Principal
Craig Ackerman is a principal in the Atlanta office and the leader of the firm’s Medical Device practice. Areas of focus in his consulting work include market segmentation, customer coverage models, sales process effectiveness, sales job design, quota setting and incentive compensation design. Craig works with sales organizations to develop actionable go-to-market strategies across many industries, including medical devices, biotechnology, financial services and high technology. Prior to joining the Alexander Group, Craig held leadership positions in sales and marketing with major telecommunication and distribution companies, and as a management consultant with a Big 5 firm. Craig has extensive expertise in business process improvement, operational support systems and customer acquisition strategies.