One of the fastest ways to understand the health of a commercialization effort is to look at what leadership is measuring.

Hiring sales reps isn’t the hard part. Hiring the right reps, getting them productive quickly, and building something that actually scales? That’s where most companies struggle.

As January comes to a close, the 44th annual JP Morgan Healthcare conference season has ended. This year has brought us one major theme that is apparent throughout medical device companies: 2026 is an execution year, not a year of invention. But, what does that mean?

You’ve done the hard part: identified a clinical gap, built a solution, secured funding, completed trials, and earned FDA approval. What comes next is just as critical—commercialization. So how do you ensure your product not only launches, but wins in a competitive and complex U.S. healthcare market?

The most critical technological tool for today’s sales reps is undoubtedly the CRM. CRMs define what, when, and how to contact prospective buyers, which keeps the sales reps focused on selling. But how do you ensure the setup of these third-party systems perform like a well-oiled machine?