Skip to content
GullySales
Tell us what you need

Medical device manufacturers · Sales metrics

Track tender win rate and demo-to-order rate, not just revenue.

Sales metrics for a medical device manufacturer are the numbers that show whether the sales effort is converting. Demonstration requests completed, tender win rate and repeat maintenance contract renewals matter most. GullySales sets these up and reports them.

Tell us what you needor call +91 80958 58589

Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of medical device manufacturers at work in India

What sales metrics means

Sales metrics are the specific numbers, such as call volume, conversion rate and average deal size, that show whether a sales team is actually improving. GullySales reports these by enquiry outcome rather than activity, the same enquiry-based reporting used across every engagement.

Also for medical device manufacturers

Sales and marketing for medical device manufacturers, the overview.

Last updated 17 Oct 2026. Rules for this trade differ by state and professional body, and they change. We describe restrictions in general terms, so check the current position with your own council or adviser before you publish anything.

For medical device manufacturers

Where it usually goes wrong, and what we would do.

  • “Tender win rate deserves its own tracked number”

    A manufacturer bidding on many tenders but winning few needs to know that rate specifically to decide whether to change pricing, documentation or which tenders to pursue.

  • “Demo-to-order rate reveals a sales or product gap”

    A high rate of completed demonstrations that do not convert to orders often points to a pricing or service concern raised during the demo, worth investigating directly.

  • “Maintenance contract renewal rate predicts future revenue”

    A falling renewal rate on annual maintenance contracts is an early warning about service quality, visible months before the revenue line shows it.

What we do

What we deliver for medical device manufacturers.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Tender win rate tracking

    Your tender win rate tracked by device category, against your own baseline recorded before work starts.

    Result: You know whether pricing or documentation is costing you tenders.

  2. Demo-to-order conversion tracking

    The rate of completed demonstrations that convert to an order, tracked to surface a pricing or service concern raised during the demo.

    Result: A conversion gap gets investigated instead of ignored.

  3. Maintenance contract renewal rate

    Your annual maintenance contract renewal rate tracked as an early sign of service quality, before it shows up in revenue.

    Result: A slipping renewal rate is caught before it becomes a bigger problem.

  4. Metrics report against baseline

    A report of these numbers against the baseline recorded before work started, reviewed with your team.

    Result: You see whether the numbers are moving in the right direction.

How the result is measured

  • Conversion rate
  • Average deal size
  • Sales cycle length

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full sales metrics and KPI development page

Numbers worth tracking

The numbers a device maker can work out from demo records, tender files and distributor orders.

Enquiries by buyer type
Mark each enquiry as hospital biomedical team, purchase committee, distributor or individual doctor, and count by type. Each needs a different follow-up, and the mix shows which pages or listings are working.
Days from demo request to demo held
List demonstration requests with the date asked and the date held, and note any cancelled or never scheduled. A long gap here loses evaluations before the device has even been seen.
Tender documents missing at bid time
After each tender, list any document that was late or missing, such as the CDSCO licence copy, ISO 13485 certificate or test reports. A document that goes missing again belongs in a ready bid folder.
Distributor purchases against reported sales
Compare what each distributor bought from you with what they report placing in hospitals. Stock building up with one distributor means that territory needs support or a different partner.
Consumables ordered per installed device
For devices that use disposables or kits, match consumable orders to each installed unit. A unit with no consumable orders may be idle or supplied by someone else, and both are worth a visit to find out.

Who it is for

This is written for these medical device manufacturers.

  • Diagnostic equipment manufacturers
  • Surgical instrument manufacturers
  • Hospital furniture and equipment makers
  • Disposable and consumable device manufacturers
  • Implant and orthopaedic device makers
  • Home healthcare device manufacturers
  • In-vitro diagnostic kit manufacturers
  • Export-focused medical device units

Not for

It is not the right fit if.

  • You have too few tenders or demos so far for a rate to mean anything, and a percentage from three cases would mislead.
  • Distributors do not report their hospital sales, so some figures would be blank and the numbers would not be comparable.
  • Nobody owns the tracker, and numbers entered by different people in different ways would not agree.

How it works

How the sales metrics work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Review current metrics

    We open the enquiry register, quotation file or CRM your figures come from and check how each person counts the same number. Different definitions of one word are the usual finding.

  2. 2

    Pick the few that matter

    We list the decisions you make in a review and keep only the metrics that inform one. A metric nobody acts on is dropped.

  3. 3

    Write the definitions

    Each metric gets a formula, inclusion rules, a source record and a named owner. You sign these off before anything is built.

  4. 4

    Build the scorecard

    A simple report is built from those records, with the definition printed beside each figure. We spot-check it against the source records.

  5. 5

    Train the team

    We run your first review with you on the scorecard, so the habit of reading it starts with real numbers.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
What is a reasonable tender win rate?
It varies by device category and competition, so we record your own baseline before work starts rather than quoting an industry figure.
How often should these be reviewed?
Monthly, alongside a closer look at any tender or demonstration outcome that changed unexpectedly.
Distributors do not share their hospital sales with us. Can we still track anything?
Yes, from your own records. Track what each distributor orders, how often and which devices, against the size of their territory. Ask for installation and service reports, which distributors are often more willing to share than sales figures. Together these show where your devices are in use without seeing the distributor's books.
Our tender win rate looks good but margins are falling. Is the win rate misleading us?
It can be. A high win rate built on the lowest bid shows price, not preference. Record the margin on each won tender beside the result, and note which were won on technical evaluation and which on L1 price alone. That split tells you whether hospitals are choosing the device or the discount.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for medical device manufacturers.

All articles

More for medical device manufacturers

Everything else we would do for you.

Closest to this: sales craft

Also for medical device manufacturers

Or start from the overview: sales and marketing for medical device manufacturers.

Your next practical step

Tell us what you are trying to grow, and we will read it before we call.

Eight short steps, mostly taps. Skip anything you would rather answer on the call.

Tell us what you need