Buyer , Scaleups , Client Stories — 07.28.2019

How Product Hierarchy Helped Greenlight Guru Enter a New Market

Tina Hafer, Executive Partner, Product Marketing & Business Ops

How do you sell a completely new idea to an industry? Iterative innovation is far more approachable than truly disruptive change because the output, albeit different, is still familiar. Without a comparative anchor point, it is hard for consumers to understand a new idea and see how it fits into their lives.

That said, the world is full of disruptive ideas which, at the time, seemed outlandish and unconventional. Electricity. The automobile. Uber. There was no blueprint for selling these innovations, no marketing copy to replicate, and no successful go-to-market strategy to emulate.

Without a comparative anchor point, it is difficult for consumers to understand a new idea and see how it fits into their lives.

While most of us aren’t working on something as transformative as the automobile, industries new to digital innovation face similar challenges to our industrial pioneers.

This is true in the medical device manufacturing field where paper is king and decade-old processes, queen. Sure, the opportunity for innovation exists, but the path forward is untrodden.


This is where Greenlight Guru found themselves as they sought to bring a successful pre-market product into a post-market offering.

Greenlight Guru is the first Quality Management Software designed specifically for the medical device industry. In such a highly-regulated industry, manufacturers struggle with compliance, so they often sacrifice device quality. It was imperative for Greenlight Guru to differentiate themselves in market to effectively convey their value. They struggled with the approachability of their new offering and knew that sales would struggle if they didn’t approach marketing more tactically.


After a detailed discovery, we found Greenlight Guru lacked a solid product marketing foundation to guide positioning and messaging. The key to successful positioning and product ecosystem growth is an enduring North Star, and Greenlight Guru’s was not well-defined.

Through a series of working sessions, we comprehensively studied and analyzed the entire Greenlight Guru product ecosystem. Since stakeholder opinion’s differ, it can be difficult to align everyone about product function and value. However, executive alignment is crucial for success.

After aligning key stakeholders, we created a clear product hierarchy. Defined structure succinctly positions the product in prospects’ minds. It streamlines sales, accelerates new-hire onboarding and simplifies business growth.

With a product positioning framework in place, we designed an approachable brand and visual identity to clearly communicate their newly organized offerings to the market.


As a part of the Greenlight Guru platform, we identified two primary product categories: “Go” and “Grow.” “Go” encapsulates Greenlight Guru’s pre-market functionality around getting medical devices to market faster, and “Grow” expresses post-market functionality around advancing the quality of devices and controlling risk.

Greenlight Guru leads the way in innovation for the medical device industry. They are the first quality management software that guarantees both compliance and quality. “Go” and “Grow” solidifies their impact and supports their expertise while clearly articulating their value to buyers.

With positioning and branding now in place, prospects understand exactly what they’re getting with the new “Grow” product, and how they can accelerate device distribution to medical professionals and consumers. The launch of the “Grow” product opens up a completely new market for Greenlight Guru, and equips them for sales success.

Find out how our product experts can help you resonate with buyers in a new market.