- Home
- Case Studies
- B2B SaaS Marketing Strategy Case Study: PARTS
Selegance | Success Stories
The client:
PaRTS - by Improformance
Services Offered:
Marketing Strategy
PARTS Software: A Marketing Strategy Built for Hospital Procurement
Challenge
Delivery: 5 weeks, 4 workshops, 7 hours of internal interviews.
Spec: Strategy-only engagement (no execution).
PARTS is a B2B, cloud-based workforce planning platform developed by consulting firm Improformance. It helps hospitals reduce operational costs by allocating and tracking tasks based on staff skills and location. Led by founder Peter Heidegger, the team built PARTS to improve operational efficiency across hospital environments.
After development, the team faced a market entry challenge: Australian hospitals are highly structured and procurement-led, with decisions split across operations, clinical leaders, finance, IT, and procurement. Improformance needed a clear marketing strategy that:
-
positioned PARTS as a low-risk operational and implementation risk improvement
-
spoke to each stakeholder’s priorities (cost, compliance, workforce efficiency)
-
created a repeatable path from first touch, internal buy-in, procurement-ready evaluation
Approach
To craft a high-impact marketing strategy, we took a deep dive into the industry and the business’s unique positioning. Our process included:
1) Market + buying process mapping. We conducted in-depth sessions with the Improformance team to understand their vision and gather insights into their challenges. We analysed competitors, category language, and how hospital buying committees evaluate operational software (including typical blockers and proof required).
2) ICP + stakeholder personas. We defined the ideal hospital profile and mapped key stakeholders (operations, clinical leadership, finance, IT/procurement), including priorities, objections, and “must-have” proof points.
3) Positioning plus messaging system. We built a messaging hierarchy: value proposition, key benefits by stakeholder, and supporting proof points to reduce perceived risk.
4) Channel strategy + GTM plan. We selected priority channels and designed a sequencing plan to reach executives while supporting longer consideration cycles (content, outreach, events/partnership pathways where relevant).
5) Funnel plus nurture blueprint. We designed the journey from awareness, consideration to decision, including nurture touchpoints and sales enablement recommendations.
6) Retention plus referral loop. We mapped a post-sale plan to turn early wins into internal champions and referrals across the healthcare network.
Outcome
Improformance now has a clear, execution-ready go-to-market roadmap built for the realities of selling into Australian hospitals. Specifically, the team now has:
-
a defined ICP and stakeholder map for targeting the right decision-makers
-
a messaging system designed to reduce risk and support internal buy-in
-
a channel and funnel plan that aligns with longer procurement cycles
-
a structured nurture approach to progress opportunities after the first conversation
The strategy gave the team the positioning, messaging and stakeholder framework needed to enter active evaluation with a major Sydney hospital, a process that typically significant time to navigate without a clear go to market approach.
