Siemens Healthineers case study: 2559% ROI from hybrid sales development
durhamlane delivered a 2559% ROI for Siemens Healthineers through a 32-month outbound sales development pilot in the U.S. healthcare market. The programme generated 156 sales-qualified opportunities and $42.5M in pipeline. It proved the value of hybrid sales and marketing for medical technology providers and won ‘Biggest Commercial Impact 2024’ in the Business Awards UK.
Siemens Healthineers is a global leader in medical technology, known for delivering innovative diagnostic and therapeutic imaging, molecular medicine, and digital health solutions that support millions of patients every day.
In the U.S., Siemens Healthineers works closely with healthcare providers — from large hospitals to local medical practices — to expand access to high-quality, cost-effective care. Through advanced technologies and expert support, Siemens Healthineers empowers clinicians to improve outcomes and transform care delivery.
But in a market still dominated by traditional, face-to-face sales models, the team saw an opportunity to modernise how they engage healthcare providers and accelerate growth.
While marketing activity was generating interest, Siemens Healthineers needed additional capacity and specialist expertise to convert this engagement into qualified opportunities at scale.
Hybrid selling is a sales model that pairs remote sales development representatives (SDRs) with field sales teams: SDRs engage and qualify buyers through omnichannel outreach, while field reps focus on in-person meetings and closing. For Siemens Healthineers, it made sense to outsource SDR to a partner experienced in selling into complex B2B sectors.
Siemens Healthineers partnered with durhamlane to pilot a hybrid sales and marketing model and prove its commercial impact.
Rather than spreading SDRs across the full product portfolio and risking diluting the pilot, the client chose one of their leading imaging products as the sole focus, and selected a specific niche in the U.S. healthcare market that was not heavily served by their traditional sales model.
Over the course of twelve months, we committed two full-time sales development representatives, a dedicated account manager, a sales enablement platform, and data activation.
Our team ran proactive outbound sales development to engage key healthcare technology buyers through omnichannel sales outreach, and partnered with the Siemens Healthineers marketing team in the U.S. to increase inbound lead conversion from marketing campaigns.
The programme extended for a further 10 months with one full-time SDR, and then continued for a third year.
“In the first 24 months we’ve accomplished close to ten million dollars in white space markets through the durhamlane Siemens Healthineers collaboration. Helping us to prove the value of hybrid marketing and sales.”
Rossane Darrow
Vice President, Marketing and Communications – Siemens Healthineers
The outcome: Proving the value of hybrid sales
2559%
ROI delivered
156
qualified sales opportunities (SQL)
$42.5m
in sales pipeline
Changing how Siemens Healthineers engages customers was a transformational journey, requiring alignment between the marketing and sales teams and directly impacting revenue.
The relationship went beyond transactional. durhamlane took the time to understand the in-house teams’ current challenges and improve lead nurture beyond the point of handover.
As a result of our revenue-focused activities, we re-engaged previously cold opportunities, generating approximately 50% of the closed-won revenue from this pilot.
Results show a 2559% ROI and an 11-month acceleration in the sales forecast. Not only this, our work together proved the value of SDRs in a medical device setting in North America, leading to the development of internal teams and the expansion of our relationship worldwide.
As a bonus, the programme won ‘Biggest Commercial Impact 2024’ in the Business Awards UK.
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