Altus Enterprise Sales & Marketing Contact Engagement Strategy
Altus Enterprise Sales & Marketing Strategy
Subsidiaries: Altus, AltusCampus, iiCME, SDM Analytics •
Client Lifecycle Framework
Objective: Create a unified, scalable framework to move clients from awareness → onboarding → retention → reactivation across all subsidiaries.
? Tier 1 — Active Clients
Definition: Clients currently engaged under contract or subscription, generating active revenue.
Examples: ImagingCampus installations, iiCME Accredited CME programs, SDM Analytics licenses, AltusCampus hosting/compliance.
Goals
- Strengthen relationships and increase product adoption
- Drive renewals and identify expansion opportunities
Key Actions
- Assign dedicated CSM & CSA team
- Monthly check-in summary (CSA prepares, CSM reviews)
- Quarterly strategic review + expansion planning
- Track usage/engagement in HubSpot; automate renewal reminders & CSAT
Responsible Roles
- Client Success Manager (CSM): Lead closer, executive contact, relationship owner
- Client Success Associate (CSA): Manage scheduling, documentation, reminders, and reporting
? Tier 2 — Onboarding & Projects in Progress
Definition: Signed clients in setup, implementation, or early delivery.
Examples: New ImagingCampus clients post-contract, custom course builds, SDM integrations in testing.
Goals
- Execute implementation milestones efficiently
- Promote to Tier 1 within defined timeframe
Key Actions
- Structured onboarding plan (HubSpot workflow)
- Weekly internal check-ins until handoff
- “Client Launch Sheet” (CSA template) with milestones
- Progress reports to client (CSA sends, CSM cc’d) and milestone approvals by CSM
Responsible Roles
- CSM: Executive contact and milestone approvals
- CSA: Manage scheduling, documentation, and progress communication
? Tier 3 — Prospects
Definition: Qualified leads under discussion but not yet contracted.
Examples: RFP/pilot stage orgs, hospitals or imaging centers evaluating services, prospective partners.
Goals
- Convert to Tier 2 (contract signed or MOU)
- Nurture via targeted thought leadership
Key Actions
- “Prospect Tracker” in HubSpot (tag by brand: Altus, iiCME, etc.)
- Cadenced meetings and follow-ups
- Capture pain points → align to value proposition
- CSA: Draft proposals, presentations, and follow-ups; manage scheduling & documentation
Responsible Roles
- CSM: Lead closer, executive contact
- CSA: Manage scheduling, documentation, reminders, and draft proposals/presentations/follow-ups
? Tier 4 — Inactive / Retargeting
Definition: Past or lapsed clients, or prospects that went cold.
Examples: Previous CME sponsors or imaging centers not active, expired contracts, paused engagements.
Goals
- Re-engage with personalized campaigns and event outreach
- Return to Tier 3 or Tier 1 where fit exists
Key Actions
- “Retargeting Pipeline” in HubSpot with brand tags
- Quarterly re-engagement email campaign
- Contact hygiene + reasons for inactivity (CSA)
- Offer incentives: discounts, new features, co-marketing opportunities
Responsible Roles
- CSM: Identify/prioritize re-engagement targets
- CSA: Execute outreach and track engagement metrics
Cross-Tier Operations Framework
| Function |
System |
Owner |
Cadence |
| CRM + Tier Tagging |
HubSpot |
CSA |
Weekly review |
| Pipeline Reporting |
HubSpot Dashboard |
CSM |
Biweekly |
| Client Communication Logs |
HubSpot / Outlook |
CSA |
Daily |
| Strategic Review |
Internal Deck / Notion |
CSM + CSA |
Monthly |
| Renewal & Retargeting Reports |
HubSpot Smart Lists |
CSA |
Quarterly |
KPIs by Tier
| Tier |
KPI |
Metric Example |
| Tier 1 — Active |
Retention & Expansion |
Renewal %, Upsell Volume |
| Tier 2 — Onboarding |
Implementation Speed |
Avg Days to Launch |
| Tier 3 — Prospects |
Conversion |
Contract Signed Rate |
| Tier 4 — Inactive |
Reactivation |
% of Past Clients Re-engaged |
Tip: Track these as HubSpot dashboard cards and schedule a monthly CSM+CSA review.
