In 2022, Baylis Medical was acquired by Boston Scientific for $1.75 billion. While to most, it was the technology that took the credit, Jose de la Cortina argues that the commercial engine is what closed the deal.
Jose spent 23 years at Baylis, joining when the company was six people and a Canadian distributor, and rising to run commercial across EMEA, APAC, and LATAM.
In this episode of the GS MedTech Podcast, Jose breaks down the signals that told him Baylis had become an acquisition target, why commercial diligence looks at the wrong things, how a sales organisation can look strong on paper while being quietly fragile, and the two hiring mistakes he made himself. He also shares how Baylis took 94% market share in Japan in 14 months by refusing to copy-paste a playbook that had worked everywhere else.
If you are a founder still running sales yourself, this one comes with a question you may not want to answer.
