July 31, 2025

Hot Take: Your Tech Won’t Scale Until You Solve the Workflow

Jen Tagliaferro

‍Jen Tagliaferro, VP Growth & Partnerships at Koda Health, shares her perspective on how and what to sell. She currently leads GTM at Koda Health, helping payers and providers scale advance care planning for high-risk populations. Their work impacts some of the largest enterprise healthcare organizations, including ACOs, health systems, and Medicare Advantage plans. Through this experience, she’s learned (often the hard way) that it’s not enough to simply prove value. You have to prove operational fit.

🌶️ Hot Take: Your Tech Won’t Scale Until You Solve the Workflow

Success in enterprise sales starts with a simple but often-missed truth: you’re not just selling software.

The product itself is rarely the most compelling part of your story. All the features in the world won’t matter if the buyer doesn’t see the value—and the real value isn’t in the tech itself. It’s in how it makes life easier for their team, their users, and—especially in healthcare—their patients.

A new technology or flashy feature might get you in the door. But real traction comes when you show exactly how it fits into the day-to-day workflow.

Your go-to-market (GTM) strategy needs to go beyond aspirational outcomes or polished demos. It must answer a much more grounded question:

“Will this create more work for someone, or take work off the table for everyone?”

And if you want to answer that credibly, you need to clearly demonstrate how your product fits into what people are already doing.

In healthcare:

Are you integrated into the EMR, or just another system clinicians have to log into? If your solution lives outside the core workflow, how and when does it surface? Who is responsible for using it, and how does it simplify their day?

In B2B2C models:

How do end users (often patients) actually find and use your product? Do they have to download something new? Click a buried link? Rely on referrals? “We’ll engage them digitally” isn’t a strategy—it’s a guess.

This is where most GTM teams get stuck. They focus on what the product does rather than how it actually gets used. The result? Misalignment, missed expectations, and stalled implementations.

We’ve seen this firsthand at Koda. Our platform delivers real ROI—over $11,000 in savings per patient. But the thing that moves enterprise buyers isn’t the ROI model itself; it’s the workflow clarity. When we walk in with a clear plan for how the product integrates into existing systems, removes friction, and makes someone’s job easier, things move quickly. When we don’t, they stall.

  • Future ROI gets you through procurement.
  • Workflow ROI gets you to scale.
  • You need both.

One Tip You Can Use Right Now

Next time you’re building a sales deck, try this:

Start with three slides focused entirely on the people doing the actual work:

  • Who specifically uses it?
  • What daily pain does it solve?
  • How exactly does it fit into their workflow?

Buyers don’t care about your roadmap or technical architecture.

They care about how this makes their team’s lives easier—and, in healthcare, how it improves patient care. If you can’t clearly articulate this impact, you’re not ready to pitch.

Push the product tour and technical details to the appendix.

Lead with impact.