Case Study

Thaver provides expert Fractional CCO and Commercial Strategy services, specialising in Strategic Sales, Leadership, and Revenue Optimisation. This case study is the start of our repository offering concise explorations of our project journeys, highlighting the unique challenges and tailored solutions we’ve developed alongside our partners in the healthcare, life sciences, and technology sectors. Visit back for more!

Case Study

Building a Sales Strategy for a Global Health Nonprofit

Background

A nonprofit organisation operating in the global healthcare surveillance software market faced significant challenges in expanding its reach. Despite having a strong product, the organisation lacked a dedicated sales function and had never implemented a structured sales strategy. Without a clear go-to-market (GTM) plan or an understanding of the competitive landscape, securing new customers and sustainable funding remained a struggle.

Challenges

  • 1

    No Dedicated Sales Expertise
    The organisation had never employed a sales professional and lacked internal sales knowledge.

  • 2

    No Sales Strategy
    There was no structured sales process, segmentation, or revenue goal.

  • 3

    Unclear Go-to-Market Plan
    Positioning, customer outreach, and differentiation remained undefined.

  • 4

    Limited Market Insight
    The organization lacked visibility into competitors and market trends.

  • 5

    Unstructured Lead Generation
    No formal pipeline-building process existed.

  • 6

    Balancing Revenue with Mission
    As a nonprofit, financial sustainability needed to align with the broader mission.

Solutions Delivered

This initiative established a full commercial strategy for the nonprofit’s global surveillance software. Key deliverables included refining the sales pitch and messaging, defining the Go-to-Market Strategy with prioritised segments (healthcare, government, NGOs), conducting a market analysis, and creating a structured lead generation system. The project culminated in setting clear revenue forecasts and defining measurable KPIs for performance tracking.

1.
Clear Sales Pitch & Messaging
  • Developed a compelling narrative that aligned with the nonprofit’s mission while making a strong business case for potential clients and funders.

  • Refined messaging to ensure clarity, emphasizing the unique value proposition of its global surveillance software.

2.
Go-to-Market Strategy

  • Defined a structured approach to market entry and customer acquisition.

  • Identified key customer segments, including healthcare institutions, government agencies, and NGOs.

  • Outlined targeted outreach and engagement strategies.

3.
Market & Competitive Landscape Analysis
  • Conducted an in-depth market analysis to identify key competitors and differentiators.
  • Provided a SWOT analysis to guide strategic decision-making.
4.
Segment Review

  • Assessed customer needs and mapped out priority segments that aligned with both revenue generation and the organisation’s broader mission.

  • Created ideal customer profiles to refine targeting.
5.
Lead Generation & Pipeline Development
  • Designed a structured lead generation strategy to build a sustainable pipeline of potential clients.
  • Implemented CRM best practices to track opportunities and measure engagement.
6.
Revenue Forecasting & Target Setting
  • Established sales targets and revenue goals tailored to the nonprofit’s business model.
  • Created a forecasting framework to measure performance and refine strategies over time.
7.
Defining Key Performance Indicators (KPIs)
  • Developed measurable sales KPIs, including conversion rates, customer acquisition costs, and pipeline velocity.
  • Introduced regular reporting and review mechanisms to monitor progress and adjust strategies.

Results & Impact

This structured approach provided the nonprofit with a clear and actionable strategy for growth. Key outcomes included:

  • A well-defined sales pitch that improved client engagement and funding discussions.
  • A structured go-to-market plan, enabling confident market entry and customer engagement.
  • A detailed market and competitive analysis that provided clarity on positioning and differentiation.
  • An established pipeline of new leads, resulting in initial revenue generation.
  • Clear KPIs and sales forecasting, providing leadership with visibility into future growth.

Most importantly, the nonprofit was equipped with a scalable strategy that balanced financial sustainability with its mission of improving global healthcare surveillance.

Conclusion

By implementing a structured sales and growth strategy, the nonprofit overcame significant barriers to commercialisation. Transitioning from an ad-hoc approach to a focused and sustainable sales strategy allowed the organisation to secure new opportunities while ensuring long-term financial sustainability.

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