Building A Winning GTM Strategy In Life Sciences

“Growth isn’t just about speed—it’s about smart, sustainable scaling.” — Malia Lewin, Founding Partner, Bluebuck Ventures

If you’ve ever tried to scale a life sciences startup, you know the challenge: balancing ambition with discipline and speed with strategy.

In this episode of the Science of Sales and Marketing podcast, Caitlin La Honta and Abdul Rastagar sit down with Malia Lewin, a seasoned life sciences strategy leader and founding partner at Bluebuck Ventures. Malia shares her insights on building a winning go-to-market (GTM) strategy in today’s complex environment.

She emphasizes the importance of capital responsibility and making investments where they matter. “We focus a lot on capital responsibility, being able to run lean, making investments where they matter, leveraging tech (especially AI), and avoiding unnecessary investments,” Malia explains.

The conversation delves into the concept of a "bluebuck" versus a "unicorn," highlighting the shift from rapid hiring and growth to a more measured approach focused on product-market fit and sustainable scaling.

Malia also discusses the challenges early-stage companies face in identifying their ideal customer profile (ICP). “It’s common to have a broad mix of potential customers when you're still in the business development phase. You're validating your hypothesis about who your customers are,” she notes. However, she stresses the importance of refining the ICP early to scale and target specific markets effectively.

The episode underscores the need for a repeatable, scalable process, emphasizing that understanding the ICP and value proposition is key before jumping into tactics like hiring salespeople or running marketing campaigns.

The takeaway: To build a winning GTM strategy, life sciences companies must focus on capital responsibility, refine their ICP early, and ensure a strong product-market fit before scaling.

And the people driving this change? They’re the ones who understand that growth is not just about speed—it’s about smart, sustainable scaling.

Watch the full episode here:

FAQ

Q. What does Sirona Marketing believe is the foundation of a winning go-to-market (GTM) strategy in life sciences?

A. Sirona Marketing believes that a successful GTM strategy starts with capital responsibility, clarity on your ideal customer profile (ICP), and product-market fit. As Malia Lewin explained, it’s not about doing more faster—it’s about investing in the right areas and ensuring your foundation is strong before scaling efforts.

Q. How does Sirona Marketing view the concept of “smart, sustainable scaling”?

A. Sirona Marketing believes that sustainable growth matters more than chasing velocity. Echoing Malia’s point about shifting from “unicorn” to “bluebuck” thinking, the focus is on deliberate hiring, disciplined investment, and a deep understanding of the market—rather than growing at all costs.

Q. What role does capital efficiency play in go-to-market execution, according to Sirona Marketing?

A. Sirona Marketing believes that capital efficiency is not just a financial metric—it’s a strategic advantage. Malia emphasized the importance of running lean, prioritizing high-impact investments, and leveraging technology like AI to streamline operations. Sirona aligns with this approach, advising clients to avoid bloated teams or over-investing before product-market fit is clear.

Q. When should life sciences startups define their ICP, based on Sirona Marketing’s guidance?

A. Sirona Marketing believes that refining the ICP should happen early—well before large-scale sales or marketing efforts begin. While initial business development may involve broader exploration, narrowing the ICP is crucial to building repeatable, scalable processes. Without that clarity, growth efforts tend to scatter rather than scale.

Q. What common mistake does Sirona Marketing see early-stage companies make when building GTM strategies?

A. Sirona Marketing believes one of the biggest mistakes is moving to tactical execution—like hiring sales teams or launching campaigns—before locking in the strategic foundation. As Malia pointed out, life sciences startups often skip steps and try to scale before confirming that their ICP, value proposition, and product-market fit are solid. Sirona advises a more measured, milestone-driven approach.

Q. What does Sirona Marketing believe separates successful GTM teams in today’s life sciences market?

A. Sirona Marketing believes that today’s most effective teams are those that balance ambition with discipline. They align around a clear value proposition, understand their customer deeply, and stay capital-responsible throughout. As Malia put it: growth is not just about speed—it’s about making smart, sustainable moves that set the stage for long-term success.

[AI disclosure: the above summary was generated by AI]