5 Reasons We Bootstrapped the Sightpath Creative Agency to Serve Ophthalmology

Sightpath Creative Ophthalmology Agency

When your customers want help and can’t articulate what they need, that’s an opportunity! Three years ago, we bootstrapped Sightpath Creative as an ophthalmology-only agency to serve Sightpath Medical’s customers. Starting anything from scratch is hard. What we wondered is, “Can we build an agency, using existing organizational talent and resources, to help our customers grow their businesses?”  After all, we had more than three-quarters of a century of marketing and practice development experience on our team. In fact, we thought, “Why can’t we help our customers when they share their stories of struggle with local agencies? We have knowledge … Read More

6 Critical Reasons Sales Reps Must Understand Market Segmentation

Market-Segmentation

If you want to succeed as a sales representative today, understanding market segmentation is critical. Well-run Sales and Marketing teams now work closely together, and their ability to collaborate creates new opportunities. Proper market segmentation work is foundational to good corporate and territory-level planning. Understand Your Market and How it Works Think of your market in terms of needs, not products. Map how your market works from start to finish. Quantify installed customers and share within those accounts. Also, describe how your market is changing. Highlight important decision points in your market flow where decisions are considered. Need marketing some … Read More