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SPEAKER 2
understand corporate, learn how to battle the bureaucracy, do things like that. And we're going to probably get into this in the conversation, Igor, but it's really around founder passion. And again, I've enjoyed working with you and Advisory 5. I think the work that we're doing together is really impactful, I think. Thank you.
0:23
SPEAKER 1
So good morning, Jay. It's great to have this conversation with you today. Great. Thanks for having me. It's a pleasure to be here. So let's start by learning a little bit about you. So what do you get paid to do?
0:38
SPEAKER 2
So I am a partner in a fairly large consulting firm based in Atlanta called Tech CXO. Tech CXO focuses on fractional C-suite, interim C-suite executives. So I originally started as a fractional CXO. a chief financial officer firm, and over the 23 years or so they've been around, have grown really to provide services not only in finance,

How Strategic Focus Beats Opportunism in Health Tech Sales

Fractional CROs: A Game-Changer for Health Tech Startups

Health tech startups often juggle competing priorities—pursuing their passion for solving clinical challenges while trying to generate revenue. Chasing every opportunity can feel necessary, but it risks diluting their value and derailing long-term growth. The answer? Strategic focus. And that’s where fractional CROs (Chief Revenue Officers) come in. These seasoned professionals help startups build predictable revenue streams while keeping their mission front and center.

Earlier this year, I met Jay through Bryan Dennstedt, a partner at TechCXO. Jay’s an expert in sales and an advisor at Advisory5. He’s passionate about guiding founders through the toughest part—getting customers—and turning their ideas into sustainable revenue. Our conversations about fractional leadership drove home a simple truth: Strategic focus beats opportunism every time.

Why Fractional CROs Matter in Health Tech

A fractional CRO brings the expertise of a senior sales leader—without the cost of a full-time hire. Founders in health tech usually shine at product development, but cracking the complexities of healthcare sales is a different game. Engaging a fractional CRO early gives startups a strategic advantage. They help build go-to-market strategies, activate key networks, and structure sales pipelines that align with long-term goals.Founders often chase too many leads, hoping to appeal to everyone. A fractional CRO brings focus, zeroing in on the right buyers within niche segments. By narrowing the target, the startup avoids distractions and lays the foundation for a scalable sales strategy.

One common misstep? Hiring tactical roles too soon—like business development reps—before a real strategy is in place. As Jay puts it, “Hiring a BDR without strategic oversight is like building a house without a blueprint.” A fractional CRO makes sure the strategy comes first, avoiding costly mistakes and wasted efforts.

The First 90 Days: From Segmentation to Predictable Revenue

In just the first 30, 60, and 90 days, a fractional CRO delivers several key contributions:

  1. Segmentation and Market Focus

Founders often chase too many leads, trying to appeal to everyone. A fractional CRO narrows the focus, identifying the right buyers within niche segments. This focus ensures the startup avoids distractions and builds a scalable sales strategy.

  1. Building a Go-to-Market Strategy

Jay emphasizes the importance of aligning the value proposition with business outcomes. In health tech, this means tying clinical benefits to ROI—not just explaining what the product does for patients, but showing how it improves outcomes for buyers, like insurers or healthcare providers.

  1. Activating Networks and Leveraging Relationships

One of Jay’s core principles is network activation. Founders and investors often overlook the value within their own networks. A fractional CRO helps founders strategically engage their contacts—whether to open doors, secure pilots, or gather feedback. As Jay puts it, “Respecting relationship capital” ensures outreach stays meaningful and effective.

  1. Establishing a Repeatable Sales Process

A key contribution of fractional CROs is building a predictable sales process. They structure deal stages and set clear milestones, giving the company a solid framework for consistent growth. Jay also emphasizes the importance of understanding not just why deals are lost, but why they’re won, so successful strategies can be replicated and scaled.

Strategic Focus vs. Opportunism: A Balancing Act

In health tech, opportunism is both tempting and risky. Founders often chase quick wins by tweaking their product to attract different buyers. But this dilutes the core value of the product and complicates investor expectations. Jay advises founders to stay focused on their key offering and build relationships within well-defined segments.

Some deals are expensive—not just in time but in how they pull you off course,” Jay warns. He urges founders to prioritize aligned opportunities—those that fit the company’s mission and support long-term growth. Chasing short-term wins can fragment the product offering and erode investor trust, as they expect the company to stay true to its original vision.

When Should a Startup Engage a Fractional CRO?

The ideal time to bring in a fractional CRO is early—right after funding rounds—when the startup is gearing up to scale but hasn’t yet built a structured sales strategy. Founders may feel pressured to quickly grow their sales teams, but without strategic leadership, those early hires often lead to wasted time and resources.

Jay explains that fractional CROs lay the groundwork by building processes, activating networks, and aligning the sales team’s efforts with the company’s strategic goals. This early alignment ensures that tactical moves—like email campaigns or cold calls—are driven by a clear, focused strategy, not executed at random.

A Success Story: Staying Focused for Long-Term Wins

Jay shared the story of a health tech startup that initially struggled with opportunism. They kept pivoting their product to suit different buyers, but this diluted their core value proposition. When they brought in a fractional CRO, everything changed. The company narrowed its focus to a single niche market. In just 90 days, they activated their investor network, targeted high-priority prospects, and built a predictable sales pipeline.

This shift allowed the startup to grow without losing sight of its mission. Investors became more confident, seeing clear alignment between the product, sales strategy, and market demand. Not only did the company close key deals, but they also established a repeatable process for future growth.

Conclusion: Fractional CROs Keep Startups on the Right Track

The path from product development to sustainable revenue is anything but easy for health tech founders. Without the right leadership, startups risk getting pulled off course by chasing too many opportunities, sacrificing focus, and losing alignment. A fractional CRO brings the clarity, structure, and strategy needed to keep the company on track and lay a solid foundation for growth.

Jay’s work with Advisory5 and TechCXO showcases the impact of fractional leadership. With the right guidance, startups can activate their networks strategically, develop targeted go-to-market plans, and build reliable revenue streams. For founders trying to balance passion with business strategy, bringing in a fractional CRO isn’t just a nice-to-have—it’s a critical step toward long-term success.

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