Buyer Intelligence
5 Personas.
One Buying Committee.
US medical device OEMs, 3 tiers. Five people in the buying committee. Each needs different proof.
5Personas
6Journey stages
Primary Ideal Customer Profile (ICP)
US OEM · Class II to III
Tiers 1 to 3. Small and emerging deprioritized for MVP.
Growth Segment
Robotics and Surgical Navigation
Precision proof matters.
International
France · UK · Brasil
In-region manufacturing proof is non-negotiable.
Ideal Customer Profile (ICP)
Tier 1 · Enterprise OEM
Global Scale Without Surprises
Multi-site complexity, longest cycle.
Cycle6 to 12 months
GateFootprint and capacity proof
Tier 2 · Growth OEM
PE Backed Accelerators
Fastest converting segment. Site must close the gap.
Cycle1 to 2 months
GateTimeline and ownership model
Tier 3 · OUS Expansion
International Market Entry
EU MDR readiness, in-region capability proof.
MarketsFR, UK, BR
GateEU MDR compliance
ProofFacility and certs by country
5 Personas
Final Approver
James K. · Group President
Signs off on partnerships.
Question: Can they handle our volume?
Champion
Sofia M. · VP of Spine
Runs the business unit, picks the partner.
Question: How fast can they move? Show me results.
Revenue Leader
Marcus R. · Chief Commercial Officer
Owns revenue, worried about losing share.
Question: Can they help us launch faster?
Veto Holder
David C. · Regulatory
Can kill the deal.
Question: Show me the certifications.
International Ops
Rachel N. · VP Intl Ops
Evaluates global manufacturing fit.
Question: Can they manufacture where we sell?
Proof Hierarchy
1
Capacity and Footprint
Enterprise gate
Facilities, volume, timelines
Facility map, case study
2
Regulatory and Quality
Veto gate
ISO 13485, audit history, cleared devices
Audit docs, clearance register
3
Program Execution
Growth conversion
Milestones, ownership, no CapEx
Timeline, ownership model
6 Stage Journey
01
Revenue Delay Recognition
They realize they're missing market windows.
No urgency = no deal.
02
Exploration
First site visit. Credibility must be immediate.
They leave and don't come back.
03
Risk Validation
Regulatory reviews the proof.
Silent veto.
04
Technical Feasibility
Engineering checks capability.
Delays if data isn't ready.
05
Audit Readiness
QMS maturity decides it.
Remediation delays.
06
Commercial Decision
Terms and SLAs get finalized.
Contract stalls.