Case Study: Lanyard Health

How Integrated Product and Commercial Leadership Transformed Lanyard Health in 60 Days

Scope: Product Strategy · Persona Development · Roadmap Architecture · GTM · Sales Enablement · Revenue Operations Timeline: 30-day product recovery / 60-day full commercial transformation

Lanyard Health was sitting on something real. A differentiated vision for modernizing credentialing infrastructure. Early commercial traction. A founding team that understood the problem at a level most competitors couldn't match. What they lacked was the integrated leadership to connect the product they were building to the market they were entering, and the operational infrastructure to turn early wins into repeatable revenue.

The product build had stalled. The commercial model was running on inconsistent service fees with no clear path to subscription revenue. And a promising 75% win rate was masking a churn problem that would compound quickly at scale.

I stepped in to lead across product, go-to-market, and revenue operations simultaneously, diagnosed what was broken, aligned the team around a shared direction, and drove the execution needed to move the business forward.

The Situation

• Without a clearly defined ICP anchoring product decisions, the roadmap had drifted and scope had expanded faster than strategic clarity

• The technical team was executing diligently but without a shared commercial framework to guide prioritization

• A 75% win rate masked serious misalignment between what Lanyard was selling and what enterprise buyers needed over time

• Churn was climbing because the product was not built to support long-term enterprise value

• Revenue depended heavily on service fees that were inconsistent and hard to scale

• Without standardized packaging or a unified pitch framework, the sales funnel had gaps and the customer experience varied

These were not separate problems to be solved in sequence. They were connected, and they required someone who could hold the full picture and lead across all of it at once.

What I Did

Persona and ICP Development

Before touching the roadmap, I rebuilt the foundation. I developed a persona framework that defined distinct buyer types, their jobs-to-be-done, decision-making triggers, and the metrics they would use to evaluate value over time. This became the operating logic for every prioritization conversation that followed, across product, sales, and clinical stakeholders.

Roadmap Architecture and MVP Scoping

With personas anchored, I resequenced the product roadmap around a tighter MVP scope and facilitated alignment sessions across technical, clinical, and commercial functions to establish a shared understanding of what to build first and what to defer.

• Within 30 days the build was back on track

• Not because we added resources, but because the team had a shared map and the alignment to execute against it

Category Design and GTM Strategy

I led the repositioning of Lanyard from a credentialing service provider to the infrastructure layer for credentialing and enrollment intelligence. The new category framing gave the commercial story a fundable, scalable logic it had lacked.

• Rebuilt the pitch architecture around clear buyer insight, pricing logic, and flywheel dynamics

• Made the growth model legible to both enterprise buyers and investors

Sales Enablement and Revenue Architecture

Rebuilt the sales infrastructure to match the sharper positioning.

• Standardized packaging and a unified pitch framework

• One-pagers that built credibility at each stage of the funnel

• Restructured sales strategy designed to build lifetime value rather than close one-time transactions

Demand Generation and Revenue Operations

Built the operational systems to make the strategy repeatable at scale.

• HubSpot CRM with integrated workflows

• Custom AI and automation layer for LinkedIn engagement in Airtable

• CRM tracking, sales playbooks, and verifiable performance metrics to support investor conversations

The Outcomes

Metric Result Subscription revenue 2x in 60 days Reduction in manual LinkedIn effort 80% Conversion rate maintained through automation 20% Commercial infrastructure Investor-ready