CHALLENGES McMurtrey had a new, high-tech product to bring to market. As with any new product, this required reaching new audiences, and reaching existing audiences with a new approach. Moreover, the product was being presented to large purchasing-decision committees who oversee hospital purchasing decisions. Their roles are unclear in terms of their purchasing power, and their titles do not often give insight into their actual role in the buying cycle. This made it challenging to appropriately target messages based on title and role, so he needed a better way. To help solve this problem, McMurtrey and his team took a clue from Harry Potter and tackled their challenges with a unique engagement scoring model they affectionately labeled, “The Sorting Hat,” and incorporated TMA int

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