Case Study

From sales rep to 20x revenue growth — in 7 years

How a direct sales model in Portugal outperformed traditional distribution and became the company's global blueprint.

20x
Revenue growth
7
Years
1st
Global DTC e-commerce pilot
5+
Countries taught

The challenge

A leading European medical device company had been present in Portugal for years — but through a traditional distributor model. Growth was flat. The distributor carried dozens of competing brands, had little incentive to push one over another, and the company had no control over pricing, positioning, or customer relationships.

The company decided to try something different: instead of relying on distribution, they would go direct. They needed someone on the ground who understood the Portuguese market, spoke the language, and could build a sales operation from scratch.

The approach

Miguel Baptista joined as the first sales representative in Portugal — effectively becoming a one-person commercial team in a new market. The approach was built on three principles:

1. Direct relationships, not intermediaries. Every customer relationship was owned by the company, not a distributor. This meant full control over pricing, messaging, and the customer experience.
2. Omnichannel from day one. Instead of focusing on a single sales channel, the strategy covered distributors, wholesalers, pharmacies, hospitals, institutions, and eventually direct-to-consumer e-commerce — building a complete market presence.
3. Local knowledge, global standards. Combining deep understanding of Portuguese business culture with the company's global commercial playbook — adapting what worked internationally to local realities.

The results

Year 1

Established direct relationships with key accounts. Replaced distributor dependency with a direct sales model. Built the foundation for growth.

Years 2–3

Expanded into new channels: wholesalers, hospital procurement, institutional buyers. Revenue doubled, then tripled.

Years 4–5

Promoted to Country Manager. Built and managed the full commercial operation. Launched partnerships with key opinion leaders in the dental and medical community.

Years 6–7

Pioneered a direct-to-consumer e-commerce channel — a global first for the company, now used as a worldwide pilot. Revenue reached 20x the starting point.

Today

The Portugal operation is the company's global case study for market entry. Miguel is sent annually to teach this go-to-market model to teams in South Korea, Greece, and other markets.

Why this matters for your business

This case study isn't just about one company's success in Portugal. It demonstrates a repeatable model for market entry that works across borders:

Go direct instead of through distributors — and you control the customer relationship. Invest in local, on-the-ground commercial talent — and you get results faster than managing remotely. Build omnichannel from the start — and you capture the full market opportunity, not just one slice.

This is exactly the model that Fractio now brings to Portuguese companies entering the Nordic market. The same principles, the same hands-on approach, applied to Sweden, Denmark, Norway, and Finland.

Could this model work for your product in the Nordics?

Book a free market scan. We'll assess your product's potential in Scandinavia — no strings attached.

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