Challenge

Medrio needed custom targeting in a niche market where standard tools fell short

Medrio had built a trusted eClinical platform used across thousands of clinical trials by biopharma, medtech, and CRO organizations. As the company scaled its sales team, the opportunity was clear: build a go-to-market engine that met their complex needs. That meant better prioritization, tighter sales and marketing alignment, and a true ABM motion connecting the full funnel.

Gabriel Westerlund, VP of Revenue Operations at Medrio, recognised the opportunity early. The team had strong talent, but the infrastructure around them wasn't keeping up. Prospecting still required significant manual research, sales and marketing were working from different definitions of who to target, and without a shared framework, launching campaigns took longer than they needed to.

The deeper challenge was the market itself. Medrio operates in a niche space where standard B2B databases don’t capture the types of companies and signals that matter most. The data points the team needed to prioritize accounts simply didn’t exist out of the box.

Gabriel had explored out-of-the-box solutions before, but they always left the team to handle execution on their own. When he connected with Workflows, the combination of GTM engineering expertise and signal-based selling was exactly what the team needed. The goal was to build something designed around Medrio's niche.

‍

[QUOTE]"The way we define our market doesn’t exist in any standard database. Workflows gave us a system to build custom targeting that fits our market.”[/QUOTE]

‍

Solution

Workflows built a custom ABM engine and mapped Medrio’s entire addressable market

Workflows helped Medrio move from manual targeting to a structured, signal-driven ABM system designed around the clinical trials space.

The first step was mapping Medrio's full addressable market across all three verticals: Biopharma, CRO, and MedTech. Workflows validated and classified every account, then built a tiering system so the sales team had clear prioritization built into their day-to-day. What previously required manual research was now handled by a structured framework that the team could operate from.

One of the most valuable pieces was building a full signal layer across the funnel. Workflows deployed signals covering website visitors, gated content downloads, LinkedIn engagement, new hires, job openings, champion tracking, and news announcements. Each signal was delivered directly to the team through Slack and the CRM, giving them visibility into account activity across all segments. 

Beyond infrastructure, Workflows brought sales and marketing onto the same page. The team adopted a shared targeting framework for outbound, ads, and BOF opportunities. New team members onboarded faster, and inbound leads were automatically routed when they matched the right criteria.

‍

[QUOTE]"What stood out about Workflows was the quality of talent. They are flexible, proactive, and even when things went beyond the original scope, it never felt like a problem.”[/QUOTE]

‍

Results

Medrio generated $1.3M in pipeline and built a structured ABM foundation with Workflows

With Workflows, Medrio moved from manual go-to-market processes to a structured ABM system across its core verticals. What had previously required individual research and separate targeting efforts was now a unified engine built on custom signals, validated data, and clear prioritisation.

Here’s a snapshot of the results so far:

‍

[TILES]
[TILE top: $1.3M bottom: Pipeline Generated]
[TILE top: 2,831 bottom: Signals Found]
[TILE top: 16+ bottom: Hours saved per Person]
[/TILES]

‍

Looking ahead, Medrio plans to continue building on this ABM foundation with Workflows, exploring additional signals and expanding the system to reach the right accounts faster.

‍

[QUOTE]“Workflows didn’t just layer on another tool. They took everything we already had and connected it into a system that actually makes sense for how we operate.”[/QUOTE]