Camstar

Charlotte, NC
A private, leading supplier of enterprise manufacturing-execution software

Used Campaign Selling to enter the medical-device market.

Camstar had penetrated the electronic-device manufacturing software market well but market growth was slowing. They decided to augment it by entering the medical device market. They used Campaign Selling to kick-start it and assigned a general manager to lead it. Two board members and a SyncDev coach flew into Charlotte for a late afternoon kickoff meeting with management and the market-development team on December 7th. At 10:00 PM, the coach said, “Let’s reconvene tomorrow morning at 7:00 AM and start cold calling to set meetings the week of Christmas.” One person objected vigorously, “There’s no way we can get meetings that week, especially when we don’t know anyone.” Lining up behind PMDI, the board members overruled him.

The Tuesday before Christmas at 2:00 PM, Camstar’s five-person team met with the Decision Making Team™ at a large market-leading, public, medical-device manufacturer in Boston consisting of nine manufacturing, quality, and IT executives. When the meeting ended at 6:00, Camstar’s team, kicked and brow beaten, knew what to fix over the holidays.

In mid January, at first-time meetings with six medical device prospects in the target-rich Midwest, the team started sales cycles with five. By April they had started relationships similarly with those manufacturers who together represented over half the US market. Today, Camstar dominates the MES software business.