Deanna Lawrence

• Lead strategic partnerships with spine and neurosurgery organizations, helping commercial teams leverage AI-powered market intelligence to identify growth opportunities and prioritize target accounts.
• Consult with sales leadership on territory planning, physician targeting, and hospital market strategy using claims, procedural, and referral data.
• Partner with executive stakeholders to improve commercial effectiveness through data-driven account planning and market analysis.

• Led capital sales of the VELYS™ Spine Robotic-Assisted Solution across Florida, partnering with neurosurgeons, orthopedic spine surgeons, hospital executives, and supply chain leadership.
• Managed complex enterprise sales cycles involving C-suite executives, value analysis committees, and physician stakeholders.
• Developed ROI analyses and capital business cases supporting multimillion-dollar technology investments.
• Built strategic account plans to increase robotic adoption and procedural utilization across health systems.
• Conducted executive-level product demonstrations, physician education, and clinical evaluations while collaborating with cross-functional clinical teams.
• Negotiated capital agreements and developed long-term partnerships within competitive hospital environments.

• Region of the Year, Clinical Team of the Year, Launched Largest account in company history

• Managed clinical sales team of 10 to implement deep and wide account strategy

• Sold AR spine navigation (capital) to new hospital enterprise systems with an average sale value of $250k

• Managed $7MM of distributor business
• Elected Field Sales Advisor Board
• Elected Surgical Education Committee
• Lead capital sales meetings with Executive level staff (CEO, CFO, Business Manager);
average business deal of $400k-$500k
• Spearheaded new sales process to unify adjacent sales divisions

• Presidents Club Winner 2021 and 2022*
• Triple Crown Award Winner '21
• Identified and/or maximized sales opportunity in each account
o 133% YoY FY '20
o 136% YoY FY '21
o 180% to Quota FY '22
• Entrusted with piloting several new company product launches (>5% of reps)
• Worked alongside RSM to Manage 8 Territory Managers and 9 Associate representatives

• Grew Territory from greenfield to over $1M in 2 years
• Developed and implemented strategic sales plans to enhance market penetration in neuro, spine and wound care.
• Analyzed market trends and competitive landscape to inform product positioning and pricing strategies.
• Collaborated with cross-functional teams to coordinate product launches and promotional initiatives.