Hitado onboards new sales reps in medical technology 6x faster

Hitado was founded over 50 years ago as a provider of laboratory diagnostics for hospitals and labs. Today, the company is part of the Sysmex Group, a global leader in in-vitro diagnostics.

Hitado delivers high-quality point-of-care products across Germany: innovative cancer screening tests, POCT systems for clinics and practices, compact devices for coagulation and diabetes management, sports performance diagnostics, and highly specific rapid tests for a wide range of applications.

The 50-member sales team is organized by customer segment into three specialized divisions, with the inside sales team playing a central role in management, customer support, and acquisition.

A sea of customers
Hitado’s inside sales team manages an enormous customer base: each team member is responsible for 300 to over 1,000 active customers, depending on region and target group.

Amid this volume, smaller accounts—those that order only occasionally or purchase just a few products, like rapid tests—often fell through the cracks.

Customer prioritization relied on “cube lists”: manually created sales overviews. The problem? These lists were not only time-consuming for managers to produce, but also static snapshots that became outdated within weeks.

As a result, the sales team had no chance of maintaining a dynamic view of each customer and their development.

The impact: hidden revenue opportunities went untapped, and the risk of churn among less active accounts was too high.

AI-powered sales intelligence
Acto integrates seamlessly with HITADO’s existing systems, including the Sage ERP and Cobra CRM. Implementation was gradual, starting with a pilot group of six employees.

"The Acto team guided us closely—and even today, they actively support the onboarding of new colleagues and the rollout of new solutions," says Ilka Greco, Head of Inside Sales.

The sales-data-focused algorithm analyzed historical ordering patterns and identified:

• Typical reorder cycles for consumables
• Product affinities in the medical sector
• Early warning signs of customer churn
• Previously untapped cross-selling opportunities

Daily actionable insights instead of data hunting
Instead of sifting through reports, every sales rep now receives a daily, personalized list of 10 prioritized signals, highlighting:

• Customers due for reorders based on purchasing patterns
• Accounts at risk of churn
• Concrete cross-selling opportunities with predicted success rates

Sales teams plan their day around these signals, focusing on customers and opportunities with the highest revenue impact.

"We’ve shifted almost all small-account monitoring in day-to-day operations to Acto, responding directly to its signals. Nothing falls through the cracks anymore," explains Ilka Greco.

Intelligent product recommendations
A core feature of Acto is the ability to suggest up to three relevant products for each customer, based on the behavior of similar clients.

"In every signal with three product suggestions, there’s always one that fits—despite our complex data with spare parts and shipping costs."