Source: GTM v4.1 §8 (deal-NDA). The single biggest risk is losing the field network accounts; the single biggest cause would be communication. Every account gets a named human from Day 1.
Zero attrition of the field network accounts. No account ever orphaned. Proactive, not reactive — owners reach out on cadence; doctors never chase. Build from within: keep the people who already hold the relationships.
Inventory relationship-holders at every the field network site (reps, CS staff, site leads + their accounts) → assign an interim owner to EVERY account immediately (the person the doctor already knows) → tier accounts → stand up the CRM records (owner, tier, cadence).
| Tier | Owner | Service |
|---|---|---|
| Enterprise/DSO | Strategic Account Executive | 1:1 exec relationship, enterprise dashboards (platform name open — Q-23), QBRs, custom reporting; contacted within 48h of Day 1 |
| High-volume practice | Senior Account Manager | Named AM, monthly proactive check-ins, priority support, education access |
| Standard private practice | Account Manager | Named AM via the Day-1 sequence, scheduled check-ins, single point of contact |
0 (Day 1): triage — interim owners, no orphans · 1 (Days 1–30): map + launch — tiering, welcome outreach, the CRM, cadence · 2 (Days 30–90): formalize — convert capable the field network reps to AMs, QBRs, education rollout · 3 (90+): unify onto the Apex partnership model (dashboards, bespoke partner sites). Measured weekly against zero attrition; every Priority Care flag and save logged.
Reassure the reps FIRST (their roles/comp) — an anxious rep transmits anxiety to doctors. Day-1 field card: nothing changes for your doctors · stronger together · the AM partners with you, not replaces you · flag worried accounts today · your relationships are the reason this works. Reps = early-warning system (the CRM flag form + weekly SAE huddle) and prime AM candidates.
Named senior ownership + expanded outreach · a stated direct line to CEO Kai* · executive video box (CEO message on the inside flap + endorsed swag: apparel, surgical caps, notepads, Rx pads, mouse pads) · AM-hosted lunch-and-learn with education content. Every top-20% account hears from a named person within two weeks.
Lost customers (no order in 2 years): launch 30–90 days post-Day-1, one shot — acknowledge they left for a reason, explain what changed, "your first case is on us," then a personal call. Decliners: retention is order volume, not logos; the CRM flags falling volume → compassionate check-in email + call ("I am not calling to sell you anything"), route material issues to escalation/top-20% paths. Drafted copy for both: Templates/launch-copy/.