The story in brief
Nourish replaced heuristic market estimates with a custom provider-level ICP dataset synced into Salesforce. New reps ramp in roughly half the time, and referrals per provider nearly doubled.
The challenge
Nourish is a telehealth nutrition company connecting patients with registered dietitians, covered by insurance. To scale one of digital health's strongest field sales motions, it needed market data it could actually act on.
Before Bonfire, Nourish defined and measured its ideal customer profile with heuristics: broad market analyses, provider-type assumptions, and rough estimates of addressable lives by market.
That lack of granularity had a real cost. Providers that looked similar on paper often behaved very differently, and reps could waste weeks barking up the wrong tree even when ten similar providers had converted before.
We could see our market maybe at the state level, but not at the zip level, and we couldn't get hyper-focused on our ICP at the provider or account level.
Nick Gerlach, Growth Strategy Senior Lead
The solution
Working alongside Bonfire Analytics, Nourish was able to:
- Define its ICP in partnership with Bonfire and build a custom dataset to match it, something the team could not do with any prior data source.
- Map its true addressable market at the provider and account level rather than relying on estimates.
- Size the market top-down across segments to orient the focus of the sales motion.
- Build targeted, prioritized lead lists bottom-up for every rep.
- Sync everything directly into Salesforce in two clicks through Bonfire's native CRM integration. The team aligned on the fields once, and everything flows through from there.
Impact and ROI
50%
less time for new reps to ramp
Reps now start with a prioritized, provider-level list on day one instead of building their own.
2x
referrals per provider
That is the team's core productivity measure, and data-driven targeting was a major driver of the improvement.
Bonfire very quickly became a cornerstone of how we think about scaling the team and validating our assumptions. It's something we couldn't have built ourselves and had a really hard time finding in other partners.
Nick Gerlach
Growth Strategy Senior Lead, Nourish
What's next
Measuring share of wallet next
Nourish plans to keep leaning on Bonfire to measure share of wallet and true account penetration, in order to reveal and pursue expansion opportunities inside existing accounts.
See your market the way our customers do
Bonfire maps your ideal customer profile to the provider level and delivers it inside the CRM your team already uses. Book a demo and we will walk through what that looks like in your market.
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