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A 321% Increase in Sales Conversion Rate with Bradley Gehrig, Lead Commercial Operations at SWORD Health
This week, we talk to Bradley Gehrig, Commercial Operations Lead at SWORD Health. Bradley shares his definition of commercial operations, how he sees this to be different from sales operations and the activities he completed that led to a significant increase in sales conversion rate.
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Syncing up sales operations and marketing
Commercial operations are the “planned measure and execution of the right sales and marketing strategies throughout the buyer’s journey.”
As a sales ops resource, one should sync marketing and operations together to steer the entire customer journey from initiation to sign off.
With experience in revenue ops and account development at Artemis Health, Bradley has developed skills in account-based market strategy and execution. As a result of this Bradley is now leading commercial operations at SWORD Health, connecting all aspects of the revenue operation, implementation, and coordination.
Creating your mission around your life experiences
“When you cannot figure out what is wrong with you, you feel so helpless and so alone, no matter who is around you!”
In his 20s, Bradley developed an immune deficiency that halted his athletic career as an active cyclist. The disease cost him years of fatigue, a feeling of helplessness, deviating him professionally and financially.
Bradley went from cycling 30 hours a week to being bedridden with a mysterious disease that went undiagnosed for years, Bradley’s life turned upside down. His mission of helping as many people as possible to never feel or suffer the way he did, has led him to work exclusively for organizations like SWORD Health and Artemis Health, where he feels he is contributing to his mission and passion.
“Money and title are one thing, but being able to fulfil your mission makes you work harder and feel more fulfilled.”
Bradley believes in working with and hiring people who connect to the organizations’ vision and values. Everything that SWORD Health does and every phone call they make should create more opportunities to help 30,000 people, which is what success is.
Breaking down operations into different stages
Bradley’s proudest work achievement to date was when he structured the whole buyer’s journey within Salesforce, working on each revenue cycle step.
After working for one year at SWORD Health, Bradley broke down the buyer’s journey into fourteen stages, giving more opportunities to every person attached to it. This allowed the team to have a precise, granular view of their pipeline, helping the team influence the buyer by introducing the best content.
This ultimately led to a significant increase in sales conversion rate for the SWORD Health sales team.
Who in the sales ops world would Bradley like to take out for lunch?
- Shane Johnson, Founder, and CEO of the Lift IQ