Want to Be a Premier Revenue Driver? Stop Taking Orders and Start Taking Accountability

Are you a revenue driver or just an order taker? More importantly, do you understand the distinction? Francisco Martinez didn’t really know—let alone care—when he fell into a medical sales role out of necessity years ago. Now? He’s a sales coach, trainer, and productivity enthusiast on a mission to dignify selling and help high achievers go beyond transactions. We sat down with the executive sales manager for Empire Medical (Arthrex) to chat about his 180-degree mindset shift, the power of humility, the industry’s growing need for hard truths and clear motives, and more.   In this episode, you’ll learn:   The irony of using “salesy” as a dirty word (and what’s really behind it)   How to champion the culture you want to be a part of, regardless of your role   Why a failure to consistently define goals can lead to misaligned teams   How to make an impact within and beyond MedTech using the three ‘E’s Plus, we explore ways to balance the dual responsibilities of sales and service more effectively.