THE CHALLENGE
Rapid growth, content control, and the need to innovate
CMR Surgical was expanding fast. The company had developed Versius, a next-generation robotic surgical platform designed to bring minimally invasive surgery to more patients worldwide. But with that growth came three pressing challenges.
“First, we were a rapidly growing company. Second, we needed a way to control the content we were putting out. And third, as a technology company, we wanted to be seen at the forefront of working with customers in an innovative way,” says Dom Browne, Product Marketing Executive at CMR Surgical.
Without a centralized platform, the team lacked visibility into what messages were reaching customers — and whether they were the right ones.
THE SOLUTION
Controlled messaging with full visibility into what reps share
Members of the CMR team had worked with Showpad before and chose to partner again based on that experience. The platform gave the company something it needed from day one: control.
“We know exactly what messages are being put out there,” says Browne. “We know what our commercial team is saying to people when they’re in meetings with customers and engaging with stakeholders.”
Beyond control, Showpad’s reporting and insights showed the team where buyers were spending the most time — and which content was resonating versus falling flat. This gave marketing a feedback loop to continuously refine what they produced.
“That’s where we’ve seen the biggest benefit — enabling our sales and commercial team to have everything at their fingertips.”
Dom Browne
Product Marketing Executive at CMR Surgical
THE IMPACT
A commercial team that loves the tool — and shows up prepared
The feedback from CMR Surgical’s commercial team has been overwhelmingly positive. With all content on hand and ready whenever they need it, reps walk into customer conversations fully equipped.
“The feedback from our commercial team is that they absolutely love it,” says Browne. “When they’re in conversations with potential customers, they have the resources and content there to help fulfill the needs of that customer.”
Showpad also helped CMR Surgical present itself as an innovative, forward-thinking partner — an important signal when selling advanced surgical technology to hospitals and healthcare systems.
“That’s where we’ve seen the biggest benefit — enabling our sales and commercial team to have everything at their fingertips,” says Browne.