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.
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:
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.
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:
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.
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:
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.
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:
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.
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:
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.
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:
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.