Deliver the Difference

National Sales Meeting x3

Medtronic’s Neuromodulation business unit knew this was not a time to get comfortable. With new players entering the neurostimulation and implantable drug delivery market, the leadership team wanted to communicate a strong, clear message at the 2010 National Sales Meeting that would motivate the sales force into action.

Because Neuro division comprises three distinct business area, the meeting was staged as a three-wave cycle—with three individual meetings, three different audiences, three sets of goals—over nine days. Linking them all was the theme, rallying cry and call to action, Deliver the Difference.

Each meeting opened with a high-energy drumming performance by a trio of percussionists. The audience was immediately transformed from observers to players to a massive drumming ensemble, beating out the rhythms on custom engraved drumsticks. The closing general session reintroduced the percussionists who rocketed the audience to a whole new level of engagement. From clinical specialists to corporate managers, the Neuro teams were inspired and ready to Deliver the Difference.