Strategy
Strategy
Strategy
Growth
Growth
Growth
Building a Scalable Commercial Growth Engine for a Global Medtech Design Leader
Building a Scalable Commercial Growth Engine for a Global Medtech Design Leader
Year
2025
2025
Client
Arrotek
Arrotek
Arrotek is a leading medtech design and development company headquartered in Ireland, with additional facilities in Costa Rica. They collaborate with medical device innovators across the spectrum, including both early-stage startups and global OEMs. Their services span advanced catheter design, prototyping, and regulatory support to help bring medical device concepts to market. Following a period of rapid growth, Arrotek engaged CSM to sharpen its go-to-market strategy and evolve its commercial engine to support future scaling, particularly in the US and EU markets.
Arrotek is a leading medtech design and development company headquartered in Ireland, with additional facilities in Costa Rica. They collaborate with medical device innovators across the spectrum, including both early-stage startups and global OEMs. Their services span advanced catheter design, prototyping, and regulatory support to help bring medical device concepts to market. Following a period of rapid growth, Arrotek engaged CSM to sharpen its go-to-market strategy and evolve its commercial engine to support future scaling, particularly in the US and EU markets.
Arrotek is a leading medtech design and development company headquartered in Ireland, with additional facilities in Costa Rica. They collaborate with medical device innovators across the spectrum, including both early-stage startups and global OEMs. Their services span advanced catheter design, prototyping, and regulatory support to help bring medical device concepts to market. Following a period of rapid growth, Arrotek engaged CSM to sharpen its go-to-market strategy and evolve its commercial engine to support future scaling, particularly in the US and EU markets.
The Challenge
The Challenge
The Challenge
Arrotek had built a strong reputation in the medtech space, but their sales and marketing engine hadn’t kept pace with the business’s growth ambitions:
Siloed messaging and unclear positioning: Their dual audience of Startups and OEMs received the same messaging and experience, limiting relevance and conversion.
Inbound underperformance: Existing paid media campaigns lacked structure and scalability, while lead quality issues slowed the sales cycle.
Outdated commercial infrastructure: Sales workflows, brand materials, and offer articulation reflected an earlier stage of the business and required refinement to support expansion into US and global markets more effectively.
Missed pipeline opportunities: Without a structured outbound function or account-based approach, high-value OEM prospects weren’t being proactively engaged, particularly for Costa Rica.
Arrotek had built a strong reputation in the medtech space, but their sales and marketing engine hadn’t kept pace with the business’s growth ambitions:
Siloed messaging and unclear positioning: Their dual audience of Startups and OEMs received the same messaging and experience, limiting relevance and conversion.
Inbound underperformance: Existing paid media campaigns lacked structure and scalability, while lead quality issues slowed the sales cycle.
Outdated commercial infrastructure: Sales workflows, brand materials, and offer articulation reflected an earlier stage of the business and required refinement to support expansion into US and global markets more effectively.
Missed pipeline opportunities: Without a structured outbound function or account-based approach, high-value OEM prospects weren’t being proactively engaged, particularly for Costa Rica.
Arrotek had built a strong reputation in the medtech space, but their sales and marketing engine hadn’t kept pace with the business’s growth ambitions:
Siloed messaging and unclear positioning: Their dual audience of Startups and OEMs received the same messaging and experience, limiting relevance and conversion.
Inbound underperformance: Existing paid media campaigns lacked structure and scalability, while lead quality issues slowed the sales cycle.
Outdated commercial infrastructure: Sales workflows, brand materials, and offer articulation reflected an earlier stage of the business and required refinement to support expansion into US and global markets more effectively.
Missed pipeline opportunities: Without a structured outbound function or account-based approach, high-value OEM prospects weren’t being proactively engaged, particularly for Costa Rica.
The Strategy
The Strategy
The Strategy
We began with a comprehensive growth blueprint to realign the brand, sharpen positioning, and design commercial plays tailored to their two key segments:
Segmented GTM Strategy: Defined separate journeys for Startups and OEMs, including persona pain points, buying cycles, and messaging pillars.
Offer Development: Created a new productised offer called the “Prototype Sprint,” which was designed to qualify and convert Startup leads faster, while aligning with OEM procurement realities.
Pipeline Architecture: Audited commercial data and created tools such as a weighted pipeline calculator and ROI model to improve forecasting and prioritisation.
We began with a comprehensive growth blueprint to realign the brand, sharpen positioning, and design commercial plays tailored to their two key segments:
Segmented GTM Strategy: Defined separate journeys for Startups and OEMs, including persona pain points, buying cycles, and messaging pillars.
Offer Development: Created a new productised offer called the “Prototype Sprint,” which was designed to qualify and convert Startup leads faster, while aligning with OEM procurement realities.
Pipeline Architecture: Audited commercial data and created tools such as a weighted pipeline calculator and ROI model to improve forecasting and prioritisation.
We began with a comprehensive growth blueprint to realign the brand, sharpen positioning, and design commercial plays tailored to their two key segments:
Segmented GTM Strategy: Defined separate journeys for Startups and OEMs, including persona pain points, buying cycles, and messaging pillars.
Offer Development: Created a new productised offer called the “Prototype Sprint,” which was designed to qualify and convert Startup leads faster, while aligning with OEM procurement realities.
Pipeline Architecture: Audited commercial data and created tools such as a weighted pipeline calculator and ROI model to improve forecasting and prioritisation.
We began with a comprehensive growth blueprint to realign the brand, sharpen positioning, and design commercial plays tailored to their two key segments:
Segmented GTM Strategy: Defined separate journeys for Startups and OEMs, including persona pain points, buying cycles, and messaging pillars.
Offer Development: Created a new productised offer called the “Prototype Sprint,” which was designed to qualify and convert Startup leads faster, while aligning with OEM procurement realities.
Pipeline Architecture: Audited commercial data and created tools such as a weighted pipeline calculator and ROI model to improve forecasting and prioritisation.
The Build
The Build
Once the strategic roadmap was signed off, we transitioned into execution:
Inbound Engine: Restructured Google Ads campaigns, implemented analytics and tracking improvements, prepared persona-specific LinkedIn campaigns for launch, and built new offer landing pages.
Outbound Engine: Built a dedicated outbound infrastructure (40+ inboxes, cold email domain setup, copywriting, and ICP targeting) and launched ICP-focused outbound campaigns for MedTech startups.
Sales Enablement: Created pitch decks, follow-up assets, and post-call materials tailored to different buyer profiles.
Brand & Funnel Redesign: Revamped the visual identity and wireframes, applying updated brand messaging and design across core website pages to support clearer, audience-segmented journeys.
Once the strategic roadmap was signed off, we transitioned into execution:
Inbound Engine: Restructured Google Ads campaigns, implemented analytics and tracking improvements, prepared persona-specific LinkedIn campaigns for launch, and built new offer landing pages.
Outbound Engine: Built a dedicated outbound infrastructure (40+ inboxes, cold email domain setup, copywriting, and ICP targeting) and launched ICP-focused outbound campaigns for MedTech startups.
Sales Enablement: Created pitch decks, follow-up assets, and post-call materials tailored to different buyer profiles.
Brand & Funnel Redesign: Revamped the visual identity and wireframes, applying updated brand messaging and design across core website pages to support clearer, audience-segmented journeys.
Once the strategic roadmap was signed off, we transitioned into execution:
Inbound Engine: Restructured Google Ads campaigns, implemented analytics and tracking improvements, prepared persona-specific LinkedIn campaigns for launch, and built new offer landing pages.
Outbound Engine: Built a dedicated outbound infrastructure (40+ inboxes, cold email domain setup, copywriting, and ICP targeting) and launched ICP-focused outbound campaigns for MedTech startups.
Sales Enablement: Created pitch decks, follow-up assets, and post-call materials tailored to different buyer profiles.
Brand & Funnel Redesign: Revamped the visual identity and wireframes, applying updated brand messaging and design across core website pages to support clearer, audience-segmented journeys.
The Growth
The Growth
Beyond execution, we built systems and rituals that allow the Arrotek team to scale sustainably:
ABM Coaching Program: Delivered by Rory Keran, this included training for 4+ sales reps on OEM account mapping, personalised outreach, and content sequencing, building an internal capability for sustained ABM.
Analytics Layer: Introduced a commercial dashboard framework, aligning sales, marketing, and operations around shared KPIs (CPA, conversion rates, proposal-to-close, etc.).
Performance Reviews: Established a rhythm of weekly reporting, monthly inbound reviews, and campaign iteration to drive continuous optimisation.
Beyond execution, we built systems and rituals that allow the Arrotek team to scale sustainably:
ABM Coaching Program: Delivered by Rory Keran, this included training for 4+ sales reps on OEM account mapping, personalised outreach, and content sequencing, building an internal capability for sustained ABM.
Analytics Layer: Introduced a commercial dashboard framework, aligning sales, marketing, and operations around shared KPIs (CPA, conversion rates, proposal-to-close, etc.).
Performance Reviews: Established a rhythm of weekly reporting, monthly inbound reviews, and campaign iteration to drive continuous optimisation.
Beyond execution, we built systems and rituals that allow the Arrotek team to scale sustainably:
ABM Coaching Program: Delivered by Rory Keran, this included training for 4+ sales reps on OEM account mapping, personalised outreach, and content sequencing, building an internal capability for sustained ABM.
Analytics Layer: Introduced a commercial dashboard framework, aligning sales, marketing, and operations around shared KPIs (CPA, conversion rates, proposal-to-close, etc.).
Performance Reviews: Established a rhythm of weekly reporting, monthly inbound reviews, and campaign iteration to drive continuous optimisation.
/KEY OUTCOMES/
From siloed activities to a system-led growth machine
From siloed activities to a system-led growth machine
Our work with Arrotek laid the commercial foundation needed to scale both Start-Up and OEM revenue across Europe, the US, and LATAM. By integrating strategy, offers, messaging, and systems into a single commercial engine, we positioned Arrotek for predictable, scalable growth.
Performance zones unified across brand, inbound, and outbound to deliver a single integrated commercial roadmap
GA4 and analytics infrastructure implemented, enabling accurate inbound reporting and performance tracking
Outbound infrastructure activated: 20 domains, 40 inboxes, and 5,000+ touchpoints in first 12-week campaign
