Transforming Marketing Operations: How GE Healthcare Improved Lead Management and Influenced $2B in Opportunities

Industry

Healthcare

Challenge

GE Healthcare struggled to connect marketing activity to revenue due to the lack of a closed-loop feedback mechanism, resulting in inefficiencies and missed opportunities. Their sales and marketing processes were inconsistent, leading to a lack of transparency and difficulty in making data-driven decisions. These challenges cost the company valuable opportunities and limit its ability to optimize marketing performance globally.

Results

GE Healthcare significantly improved marketing operations and transparency, leading to more efficient processes and better alignment with sales. Their marketing efforts influenced $2 billion in opportunities, with $600 million in demonstrable wins. By implementing a global lead management framework and standardized campaign development practices, the company enhanced customer communications and operational efficiency.

Key Services

Lead Management Optimization , Campaign Design & Reporting, Marketing & Sales Alignment , Reporting and Analytics

www.gehealthcare.com

$2B+

Influenced Opportunities

$600M

Closed Won

Global

Alignment

30%

Campaign Efficiency

Revenue marketing will make our business more profitable, efficient, and effective and help us compete in the marketplace. Across our dozens of competitors, I am sure others are probably thinking the same thing, and if they don’t move forward, they will be left behind

Lawrence DiCapua

Leader of GE’s Revenue Marketing Center of Excellence

About GE Healthcare

GE Healthcare is a global leader in medical technology, diagnostics, and digital healthcare solutions, providing innovative imaging, monitoring, and AI-driven analytics to improve patient outcomes. The company operates in over 160 countries and supports hospitals, healthcare providers, and researchers with advanced medical equipment and digital tools. GE Healthcare continues to drive industry-leading advancements in precision health, enhancing efficiency and decision-making across the healthcare ecosystem.

The Challenge

GE Healthcare faced a critical gap in linking marketing activities to revenue, limiting its ability to measure marketing impact and optimize performance. Their global sales and marketing processes were inconsistent, with regional teams operating in silos, leading to inefficiencies and a lack of transparency. Without a closed-loop feedback mechanism, marketing efforts lacked clear attribution, making data-driven decision-making difficult and reducing their ability to scale successful campaigns.

Recognizing the need for a standardized, global lead management framework, GE Healthcare sought a solution to improve sales and marketing alignment, streamline campaign execution, and enhance performance tracking. By addressing these inefficiencies, they aimed to unlock more significant revenue potential and drive measurable business outcomes on a global scale.

The Solution

As GE Healthcare sought to bridge the gap between marketing efforts and revenue impact, they explored several options, including internal process improvements and third-party marketing automation tools. However, they needed a partner with deep expertise in global lead management, sales, marketing alignment, and campaign standardization. After evaluating multiple providers, GE Healthcare selected The Pedowitz Group (TPG) for our proven ability to drive marketing maturity, implement scalable frameworks, and optimize global marketing operations.

To address their challenges, TPG implemented a comprehensive lead management transformation, including:

A global lead management framework, ensuring consistency across regions while allowing for localized adaptations.
Sales and marketing alignment workshops conducted in France, Japan, and the U.S., fostering collaboration and process standardization.
Standardized metrics, SLAs, and performance tracking, creating a closed-loop feedback system to link marketing efforts to revenue.
Campaign development best practices, improving execution efficiency and ensuring clear visibility into marketing-driven pipeline contributions.

With these solutions, GE Healthcare established a scalable, data-driven marketing framework, enabling it to track, optimize, and attribute marketing success more effectively across international markets.

The Pedowitz Group helped us implement a structured lead management process that brought global consistency to our sales and marketing operations. Their expertise in aligning teams, optimizing campaigns, and improving visibility into revenue impact has been instrumental in transforming how we measure and scale marketing success. - Lawrence DiCapua, Leader Revenue Marketing Center of Excellence

The Results

By partnering with The Pedowitz Group, GE Healthcare successfully transformed its lead management and marketing operations, resulting in improved sales alignment, data transparency, and revenue attribution.

$2 Billion in Influenced Opportunities – Marketing efforts contributed significantly to the sales pipeline.
$600 Million in Demonstrated Wins – Direct revenue attributed to enhanced lead management and marketing alignment.
Global Standardization Across Regions – Conducted workshops in France, Japan, and the U.S., aligning regional teams across 10+ business units.
30% Faster Campaign Execution & 20% Higher Lead Conversion Rates – Standardized campaign development processes, improving efficiency and impact.

With a scalable, data-driven marketing framework, GE Healthcare has greater visibility into marketing ROI, allowing them to optimize global campaigns, improve customer engagement, and drive long-term business growth.