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Cortado Group Success Story

Healthcare Company’s Revenue Growth Increased by 44.5% in One Year

In Q4 of Year 1, this PE-backed healthcare provider needed a reset after major product, brand, and leadership changes. Cortado partnered with the team to redesign the go-to-market and install modern sales and marketing best practices focused on the full patient journey.

  • Marketing
  • Sales

Company’s Challenge
Growth stalled because the commercial system could not convert demand into consistent admissions, and sales and marketing lacked a shared process, roles, and accountability.

  • Marketing org not accountable for qualified pipeline or full-funnel performance
  • Sales motion lacked a staged process, playbooks, and role clarity
  • ICP, personas, and partner strategy were unclear, diluting targeting and spend
  • Post-rebrand transition fragmented messaging across channels and reps

Cortado Group Solution Strategies

Centralize Admissions Motion

Designed a centralized admissions org and clear handoffs from marketing to sales.

Build ICP & Personas

Codified ideal provider and client profiles plus provider and buyer personas.

Stage the Sales Process

Implemented a 3-stage process with exit criteria, forecasting, and reporting.

Deploy Plays & Scripts

Delivered plays, talk tracks, and role-based scripts for every pod position.

Stand Up Sales Development

Launched an SDR function with hiring profiles, training, and operating cadence.

Rebuild Marketing Engine

Transitioned to an in-house, persona-based campaign engine with new leadership.

Full-Funnel KPIs

Established funnel metrics, dashboards, and weekly performance reviews.

Partner Program Design

Built a key provider partner program and strengthened vendor partnerships.

Comp & Enablement

Updated comp plans and onboarding to reinforce the new process and behaviors.

Solutions Provided

  • Go-to-Market Strategy
  • Sales and Marketing Org Design
  • Campaign Strategy & Execution
  • Buyer Persona Development
  • Ideal Customer Profile Development
  • SDR Development
  • SEO/SEM & Digital

Key Insight

By rebuilding GTM, the sales motion, and an in-house marketing engine, the healthcare company grew revenue 44% in 12 months and cut CAC 48%.

Cortado Group Results

  • Revenue rebounded $8.2M, from $18.6M (Y1) to $26.8M (Y2), +44%.
  • Client inquiries increased 37% year over year as targeting and messaging tightened.
  • Admissions grew 54% from Year 1 to Year 2; conversion improved 50%.
  • Customer acquisition cost dropped 48% in Year 2 through tighter funnel KPIs.

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