5 B2B GTM Myths That Slow Down Life Sciences Sales (and What to Do Instead)

B2B revenue in life sciences is no longer about who shouts the loudest at the top of the funnel. It is about who helps clinical, economic, and procurement stakeholders make a confident decision, with the right information in the right format at the right time. For marketing and commercial leaders, that means rethinking GTM assumptions and treating sales enablement not as a “nice to have,” but as a core part of your growth engine.

Below are five GTM myths we see every week in pharma and medical device organizations—and what modern, buyer‑led teams are doing instead.

Myth 1: “Bottom-of-funnel pushes will rescue the quarter”

Many GTM plans still assume that a burst of late‑stage campaigns, spiffs, or “hero presentations” can move the needle this quarter. But in complex hospital and IDN deals, most of the decision has already happened before a rep walks into the room.

In reality, buying groups are researching vendors for months, forming shortlists long before you see an RFP. If your content is scattered across email threads and shared drives—or locked behind Wi‑Fi-dependent portals—your brand is invisible during the most critical part of the journey.

What leading teams do instead:

• Treat brand and education as long‑game motions that start upstream of the opportunity
• Equip reps with compliant, on‑message content that can be used online or offline, in clinic hallways, labs, and cath labs
• Use sales enablement analytics to understand which assets actually advance evaluations, not just which ones were opened

With vablet, marketing can put the latest approved collateral in front of field teams months before the big meeting, then see which assets show up in the opportunities that close.

Myth 2: “Every buyer starts from zero”

It is tempting to assume each account is a clean slate: new stakeholders, new education, new proof points. The reality is that most buyers already have prior exposure to your brand—and your competitors—through past evaluations, peer recommendations, and digital research.

The problem is not lack of awareness; it is lack of consistent, credible recall. If different reps show different decks, different claims, and different versions of IFUs or training materials, you reinforce the impression that your story is fragmented.

What leading teams do instead:

• Standardize “source of truth” content so every rep tells the same story, even when working offline
• Map assets to the full buying group: clinicians, economic buyers, procurement, risk, and IT
• Use data to refine narratives based on what actually lands with repeat decision makers

vablet centralizes your content, manages versions, and ensures reps only present the latest approved materials, whether they are on a hospital guest network, in a basement OR, or 30,000 feet in the air.

Myth 3: “You just need one champion”

In medical device and pharma, we all love the story of the single clinical champion who “pulled the deal over the line.” The truth is that most opportunities stall not because the champion disappears, but because the broader buying group never reaches consensus.

Research shows that B2B buying groups often involve around ten stakeholders with different priorities and risk thresholds. A brilliant clinical demo can still die in committee if finance, quality, and procurement do not have the evidence they need in their own language.

What leading teams do instead:

• Build content for the whole room, not just the primary user: clinical outcomes, economics, workflow impact, risk, and IT integration
• Arm champions with shareable, compliant materials they can circulate internally without the rep in the room
• Track which stakeholders engage with which assets to spot misalignment early

Because vablet works across documents, videos, calculators, and interactive tools—and tracks usage—marketing can see whether economic value stories are being used as much as clinical evidence and adjust enablement accordingly.

Myth 4: “Marketing can swing this quarter with one new campaign”

When sales cycles stretch six to twelve months or more and buyers are already deep into their process before talking to sales, no single new campaign will meaningfully change this quarter’s number. That pressure often leads to rushed assets, inconsistent claims, and content that reps do not trust.

The better question is: how can marketing help accelerate the opportunities already in play?

What leading teams do instead:

• Partner tightly with sales to identify in‑flight opportunities and the specific content gaps slowing them down
• Deliver highly targeted, role‑specific collateral to address those gaps—updated IFUs, safety data, local case studies, or implementation roadmaps
• Use enablement platforms to push those assets directly to the reps working the deals, with guidance on when and how to use them

vablet lets marketing publish new content in minutes and push it directly into field workflows, then measure how that content impacts meeting follow‑ups, sample requests, and ultimately closed deals.

Myth 5: “One killer asset can convert the whole account”

In a world of complex, distributed buying groups, there is no single magic deck, video, or microsite that convinces everyone. Each stakeholder interacts with dozens of touchpoints—emails, PDFs, in‑person demos, trials, value analyses—and each needs something slightly different.

The goal is not more content; it is the right content, organized around the questions buyers actually have at each stage.

What leading teams do instead:

• Shift from generic “content marketing” to “buyer enablement,” building modular assets that answer specific questions clearly
• Make it easy for reps to find and assemble the right mix of pieces on the fly, on any device, with or without connectivity
• Capture granular engagement data so you know which combination of assets moves accounts forward

With vablet, reps can quickly search, assemble, and present the content package that matches the room in front of them, while marketing gets real‑world feedback on what actually moves deals through committee.

Bringing it together: a buyer‑led GTM motion for life sciences

The common thread across these myths is that GTM success is no longer about capturing late‑stage demand; it is about shaping the buying journey early and supporting the entire buying group all the way through implementation and beyond.

For life sciences commercial teams, that looks like:

• Brand‑led education that starts months before the RFP.
• Consistent, compliant content delivery in every environment, online and offline.
• Deep visibility into how content is used in the field so you can continuously refine your GTM strategy.

That is exactly the problem vablet was built to solve: a sales enablement platform designed for regulated, content‑intensive selling—used by pharma and medical device teams in more than 60 countries to keep marketing, sales, and buyers aligned at every step.