GTM engineering and RevOps for healthtech companies
Healthtech revenue rarely comes from one buyer. A clinic group, a payer, an employer and the patient all have a say before a contract is signed. We build the CRM, pipelines and reporting that keep every stakeholder, partner and referral in one view, with health-related data handled the way your data protection officer expects.
- 80+CRM implementations delivered
- Seed to Series Bthe funding stages we work with
- 2 weeksfrom first call to work starting
What is RevOps for healthtech?
RevOps for healthtech is the revenue operations work that makes a long, multi-stakeholder sale predictable: one CRM where clinics, practices, payers, insurers and employers sit as accounts with their buying committees, one pipeline per sales motion, partner and referral sources tracked to revenue, and health-related data kept to what the sales process needs. The result is a forecast your board can read.
Most healthtech companies we meet run two or three motions at once: a direct sale to clinic groups or hospitals, a B2B2C motion where an employer or insurer pays and the employee or patient activates, and often a reimbursement route such as a DiGA listing in Germany. Each motion has its own buyer, cycle and definition of a won deal, and the CRMs we inherit usually blend them into one pipeline nobody trusts.
Checkpoint GTM is a Berlin-based RevOps and GTM consultancy and HubSpot Platinum Partner. We design the operating model, build it in your CRM and hand it to a named owner, so the system keeps running after we step back. We work in HubSpot and Salesforce, in English and German, across DACH, Europe and the US.
Good fit
- Healthtech and digital health companies from Seed to Series B selling to clinics, practices, hospitals, payers or employers
- Teams running a direct sale and a B2B2C or employer-benefit motion at the same time
- Companies whose partner, referral or reseller channel brings revenue the CRM cannot attribute
- Founders handing the sales process from themselves to a first sales team
Not the right fit
- Clinical systems work: we do not build or replace EHR, practice-management or patient record software
- Pure consumer health apps with no B2B buyer, partner or employer channel
Six healthtech revenue problems, and what we build for each
The same patterns come up in telemedicine, care software, workplace health and practice software. Each play ends in something that runs in your CRM, not a slide.
Buying committees nobody can see
The problemA clinic or hospital deal involves medical leads, operations, IT, data protection and purchasing. The CRM shows one contact per account, and the deal stalls on the person nobody met.
What we buildBuying roles for every committee member, stage exit criteria that require the missing roles, and a deal view that shows who has signed off and who has not.
Pilots that never convert
The problemPilots with one ward, one practice or one employer site sit in the pipeline for months as open deals, inflating coverage and hiding the real conversion rate.
What we buildA separate pilot pipeline with start date, success criteria and decision date, plus a pilot-to-contract report that shows which pilot designs turn into revenue.
B2B2C funnels split across two systems
The problemThe employer or insurer signs in the CRM, but activation and usage live in the product. Nobody can say which contracts are under-used until the renewal is at risk.
What we buildProduct usage synced back to the paying account, activation and utilisation fields per contract, and renewal and expansion workflows that trigger on real usage.
Partner and referral revenue without attribution
The problemReferrals from practitioners, resellers, benefit brokers and integration partners arrive by email and spreadsheet, so partner revenue is invisible and commissions get disputed.
What we buildPartner and referral sources tracked from first touch to closed revenue, partner-sourced and partner-influenced reporting, and a clean handover from partner to sales.
Health-related data in the wrong fields
The problemNotes, call summaries and form fields collect more health information than the sales process needs. Data protection asks where it sits, and nobody can answer quickly.
What we buildA data-minimal CRM design: what is stored, where, who can see it and for how long, documented for your data protection officer, with sensitive fields restricted and free-text health details kept out of sales forms.
Forecasts that ignore procurement and reimbursement
The problemA deal marked as committed still has a tender, a framework agreement or a reimbursement decision ahead of it, so the forecast slips every quarter.
What we buildProcurement and reimbursement milestones as stage criteria, an expected decision date on every deal and a forecast category that separates a verbal yes from a signed contract.
How we build a healthtech revenue engine in four phases
The same sequence for a first CRM build, a rebuild after a funding round, or a second sales motion added to an existing one.
Diagnose
Interviews with sales, customer success, partnerships and data protection; a CRM, funnel and data audit per motion. Output: a gap list and the motions to fix first.
Design
One lifecycle per motion, stage definitions with exit criteria, the account and buying-role model, partner attribution rules and a data-handling design your data protection officer signs off.
Build
Pipelines, properties, automation, integrations and dashboards live in the CRM, with product usage and partner data synced in. Tested on real deals before go-live.
Run and hand over
A weekly pipeline review, a monthly board view and a trained owner on your team. The documentation lives in the CRM, not in a consultant's folder.
The revenue metrics healthtech boards and investors ask for
Eight metrics we put on one definition and one source. If one takes more than a click to produce, it goes on the build list.
- Pipeline by motion. Direct, B2B2C and partner pipeline reported separately, each against its own target.
- Pilot-to-contract conversion. The share of pilots that become paid contracts, and how long that takes.
- Sales cycle by buyer type. Clinics, hospital groups, payers and employers each have their own cycle; one blended number hides all of them.
- Activation and utilisation. Eligible employees or patients activated per contract, the leading indicator for renewal.
- Net revenue retention. Expansion, contraction and churn by customer segment and cohort.
- Partner-sourced revenue. Pipeline and revenue from referrals, resellers and benefit brokers, with the partner attached.
- Forecast accuracy. Committed forecast against signed contracts, quarter by quarter.
- CAC payback by motion. Sales and marketing cost against new gross margin for each motion.
GTM engineering for healthtech: the systems behind the process
We work in the stack you already run. These are the pieces we build most often for healthtech teams.
- CRM as the source of truthHubSpot or Salesforce configured with accounts for clinic groups and their sites, buying roles, and one pipeline per motion.
- Product usage syncActivation and usage data from your product or data warehouse written back to accounts and contracts, so customer success and sales read the same numbers.
- Enrichment and routingAccount enrichment, segment and territory routing for clinics, payers and employers, and assignment rules that hold up as the team grows.
- Partner and referral trackingPartner records, referral sources and deal registration rules, connected to revenue reporting and commission data.
- Clinical system boundariesIntegration boundaries designed with your product team: which signals from EHR or practice-management systems the CRM needs, and which stay out.
- Reporting and AI automationBoard dashboards, forecast views, call summaries and deal-risk flags built into the CRM, with automation kept away from fields that hold sensitive data.
Healthtech work we have done
Anonymised, like every client on our industry pages: the kind of work, not the logo.
- Healthcare AI for care documentationFractional RevOps and attribution for a company selling AI documentation software to nursing homes, hospitals and outpatient care providers.
- Workplace mental health, sold to employersA fractional Head of Revenue Operations for a mental-health platform that employers buy as an employee benefit.
- Dental care through partner clinicsCustomer journey design and implementation for a clear-aligner company that treats patients through a network of partner dental clinics.
- Telemedicine and practice softwareRevOps project work for a telemedicine provider, and customer journey mapping and analysis for a company selling software to veterinary practices.
In-house hire, generalist agency or Checkpoint?
| In-house hire | Generalist agency | Checkpoint GTM | |
|---|---|---|---|
| Time to start | 3 to 6 months to hire and ramp | Weeks, after a proposal round | Within two weeks |
| Healthtech context | Depends on the one person you find | Generic B2B playbooks | Multi-stakeholder, B2B2C and partner motions we have built before |
| Cost | €120K+ a year plus equity for a senior GTM hire | Often billed by the hour | Projects from €15K, retainers from €6K a month |
| What you get | One person's view, often working alone | Campaigns or a CRM setup, rarely both | The operating model plus the built system: CRM, pipelines, reporting, automation |
| Main risk | Key-person risk if the hire leaves | Handed back to your team without an owner | Needs a named owner on your side to take over |
Three ways to work with us
Fixed-scope project
A diagnostic, a CRM build or rebuild, or a second sales motion added to the existing one. Scoped and priced before we start.
€15K to €90K · fixed scope · one accountable lead
RevOps retainer
Ongoing pipeline, reporting and automation work after the build, with a monthly plan agreed with your leadership.
€6K to €25K a month · monthly plan
Fractional Head of RevOps
A senior operator embedded in your team who runs the revenue cadence, owns the board view and helps hire the permanent lead.
From 10 hours a month up to 30 hours a week
Questions healthtech teams ask us
What is RevOps for healthtech?
It is revenue operations applied to a healthtech company: one CRM as the source of truth, a pipeline per sales motion, buying committees mapped for clinics, payers and employers, partner and referral revenue attributed, and health-related data kept to what the sales process needs. The goal is a forecast and a board view everyone trusts.
How is a healthtech sales cycle different from other B2B software?
It is longer and involves more people. A clinic, hospital or payer deal usually needs medical, operational, IT, data protection and purchasing sign-off, and often starts with a pilot. Many healthtech companies also sell through employers or insurers to end users, so the contract and the usage sit with different people.
How should a CRM handle health data under GDPR?
Collect as little as the sales process needs. Health data is a special category under GDPR, so we design CRMs where sales records hold business contacts and contract data, sensitive fields are restricted to named teams, free-text health details stay out of forms, and the design is documented for your data protection officer. Patient records stay in your clinical systems.
Can you track B2B2C and employer-benefit sales in one CRM?
Yes. We model the paying customer (employer, insurer or clinic group) as the account, track the contract in its own pipeline, and sync activation and usage from your product back to that account. Renewals and expansions then trigger on real utilisation instead of a calendar date.
Do you work with DiGA and telemedicine companies?
Yes. We have worked with telemedicine, care software and dental care companies. For a reimbursed product such as a DiGA, we add the reimbursement path as its own motion next to direct sales to clinics and payers, so each has its own stages and forecast.
How do you attribute partner and referral revenue?
Every partner, referrer and reseller gets a record in the CRM, every deal carries its source and influencing partners, and reporting separates partner-sourced from partner-influenced revenue. That settles commission questions and shows which partners deserve more investment.
HubSpot or Salesforce for a healthtech company?
Both work, and we build in both. HubSpot is usually faster to set up and run for a Seed to Series B team, with Sensitive Data settings on Enterprise and EU data hosting in Germany. Salesforce suits teams with complex enterprise processes and a dedicated admin team. Our HubSpot for healthtech page covers the HubSpot setup in detail.
What does a healthtech RevOps engagement cost, and how long does it take?
Fixed-scope projects run from €15K to €90K and retainers from €6K to €25K a month. A standard HubSpot build takes 6 to 10 weeks and a complex multi-hub build 12 to 16 weeks. Work usually starts within two weeks of the first call.
Running HubSpot? See how we configure it for healthtech
Object model, pipelines, integrations, Sensitive Data settings and Breeze AI agents: the HubSpot side of the same work, on its own page.
Start with a 30-minute healthtech RevOps call
Tell us about your motions, your buyers and where the pipeline stops being trustworthy. We will tell you honestly where RevOps helps, and where it does not.
- A 30-minute call with your founder, CRO or head of sales
- A one-page scope: problems, plan, team, timeline and price
- Work starts within two weeks