01 / Company Overview
A diagnostics leader connecting field reps to company intelligence.
Biodesix develops and commercializes blood-based diagnostic tests that help physicians make better, faster treatment decisions for patients with lung disease. Their outside sales team calls on pulmonologists and oncologists across the country. Robbie Lunt, VP of Marketing, champions Biodesix's mission to enhance lung cancer diagnosis and treatment through data-driven medicine.
Quick Hit
- ProblemA treasure trove of data, but no way for the outside sales team to leverage it in the field.
- SolutionA map-based, mobile-first CRM to help reps visualize and route accounts in their territory.
- ResultsReps strategically attack their territory and feed data back into the system, fueling Biodesix's sales and marketing success.
02 / The Challenge
A treasure trove of data, and no way to use it in the field.
Biodesix had the right salespeople matched to target geographies, identified target accounts, and sales team training on account-specific conversations. But despite having all the right pieces, the sales team lacked an efficient system for leveraging that data face-to-face in the field.
Key Challenges
- Data trapped in BI tools"We have this treasure trove of data, but we hadn't found a way to translate that into something the sales team could use while they're on the go."
- No two-way connectionInsights flowed from HQ to reps, but field intel never came back.
- Long ramp for new repsWithout account context, new reps spent months learning territories the hard way.
03 / The Solution
A platform that talks back.
Map My Customers, a map-based mobile-first CRM, gave Biodesix the bridge they needed. Strategic setup proved essential to getting it right.
Key Improvements
- Color-coded pins from Salesforce"We have certain information about an account from Salesforce come into Map My Customers as a pin. Those pins are color-coded based on product line and customer segment."
- More deliberate field visitsReps see how implementation is going with current customers and how they can expand lead accounts just by seeing the pin color.
- Better qualificationEvery interaction functions as a data point feeding Biodesix's go-to-market strategy, improving forecasting and decision-making.
- Faster new-rep rampNew reps inherit a fully mapped territory on day one.
"We have this treasure trove of data, but we hadn't found a way to translate that into something the sales team could use while they're on the go. Map My Customers solved that."
Robbie LuntVP of Marketing, Biodesix 
04 / The Results
Two-way visibility, finally.
"Where we've gotten a lot of value out of Map My Customers is in looking across all the specialists and determining who are those doctors that are seeing the patient population where our tests will be the most impactful." - Robbie Lunt
Success Metrics
- Physician adoption trackingNumber of pulmonologists and oncologists using their tests.
- Patient reach per clinicNumber of eligible patients receiving tests at each location.
- New customer acquisitionMore accurate data allows strategic expansion of total addressable market.
- Current customer retentionReps track usage and value demonstration to maintain existing relationships.
