THE CHALLENGE
No single place for approved, up-to-date content at scale
GE HealthCare’s sales and field marketing teams needed a centralized source for the most current, approved content across the organization. Without one, getting the right materials to the right people at the right time was a persistent challenge.
“The first phase is just getting one place where it’s the most up-to-date, most relevant content that had been approved across the organization,” says Craig Hazledine, Global Head of Marketing Operations at GE HealthCare.
Beyond access, the team had limited visibility into how customers were consuming content before and after meetings — a blind spot that made it difficult to connect marketing efforts to business outcomes.
“If we want to get relevant content to all of our sales organization and field marketing instantly, we can do that in Showpad — and we’ve never really been able to do that before.”
Craig Hazledine
Global Head of Marketing Operations at GE HealthCare
THE SOLUTION
One platform for content, analytics, and tech stack integration
GE HealthCare rolled out Showpad as a single source of truth for content across its global sales and field marketing teams. For the first time, the organization could distribute relevant, approved content to every seller instantly.
“If we want to get relevant content to all of our sales organization and field marketing instantly, we can do that in Showpad — and we’ve never really been able to do that before,” says Hazledine.
But scalability was only the starting point. Showpad’s integration with GE HealthCare’s CRM and broader tech stack created what Hazledine calls a “multiplier effect” — enriching data across the organization and accelerating goals even for teams that don’t use Showpad directly.
“As a standalone, Showpad is fantastic. But when it starts to connect into the technology stack, it has a multiplier effect,” he says. “It makes things better.”
“As a standalone, Showpad is fantastic — but when it starts to connect into the tech stack, it has a multiplier effect to make things better.”
Craig Hazledine
Global Head of Marketing Operations at GE HealthCare
THE IMPACT
Connecting content to business outcomes
With Showpad in place, GE HealthCare can now track how content moves through the sales process — from shares to customer engagement to closed deals.
“We look at our shares, and then we can use that information to calculate where that information was used — was that helping toward a successful opportunity which is leading to a business outcome,” says Hazledine. “Did we win and close a deal? Showpad is now part of that process.”
The team has also shifted from simply distributing content to building richer experiences within the platform — moving from phase one (aligned content) to phase two (better buyer experiences).