Tender win rate, from a 14% baseline
Tender margin loss, reduced from up to 40%
International market share in key regions, up from below 10%
Tender response times following AI-led process improvements
The US-based manufacturer had established a strong domestic position in metabolic and cardiovascular medical devices, including stents, pacemakers and defibrillators. It held 20% market share in the US and had begun expanding internationally in 2008. Yet its share across international regions remained below 10%. The business needed a more effective way to compete across markets with different commercial conditions and procurement requirements.
International tendering relied heavily on manual processes and a US-centric approach. Teams lacked a consistent way to identify and prioritise opportunities across markets. In indirect markets, they relied on distributors for local market information, making it difficult to independently assess tender opportunities, market conditions and competitor activity. Pricing decisions were difficult to calibrate against historical performance and evolving market conditions. The initial tender win rate was 14%, with margin losses reaching up to 40%.
The company had the products and the ambition to grow internationally. What it lacked was the data foundation and commercial intelligence to identify the right opportunities, respond effectively and compete without surrendering unnecessary margin.
US market share
Start of international expansion
Market share across international regions
Initial tender win rate
Tender margin loss
The commercial consequences were visible in the numbers: a 14% tender win rate and margin loss of up to 40%. The business needed to improve both sides of the tender decision: which opportunities to pursue and how to price them.
We had built a strong position in the US, but we didn't have the same level of visibility across our international markets. We needed better intelligence to understand where to compete and how to price our tenders.
The company set out to move beyond a US-centric commercial model and build an international tendering engine powered by data and AI.
The goal was to give commercial teams a clearer view of international opportunities, more consistent tender processes and stronger evidence for pricing decisions.
Data Orchestration brought together and structured commercial and market information to create a more consistent view of international markets. Competitor activity, pricing trends and regulatory changes became more accessible, giving commercial teams stronger evidence to assess market conditions and identify opportunities.
Explore Data Orchestration →Tender AI supported the discovery, prioritisation and management of international tender opportunities. AI-powered response workflows helped improve consistency and compliance, reducing reliance on manual processes and supporting a more systematic approach to tender execution.
Explore Tender AI →Pricing AI used historical data and market conditions to generate pricing recommendations for international tenders. This gave teams a stronger basis for pricing decisions, helping reduce unnecessary discounting and protect tender margins.
Explore Pricing AI →The programme connected market intelligence, tender management and pricing capabilities to improve how international opportunities were identified, evaluated and pursued.
Establish
Market and commercial data provided teams with a clearer view of competitor activity, pricing trends and regulatory changes across international markets.
Identify
Tender AI helped teams identify and prioritise relevant international opportunities, while introducing more consistent, AI-supported response workflows.
Optimise
Pricing AI used historical performance data and market conditions to generate pricing recommendations, helping teams reduce unnecessary discounting and protect margins.
Scale
Improved market visibility, more consistent pricing and stronger tender execution helped reduce margin loss and increase market share in key international regions.
The 18-month programme improved tender margin performance, international market position and the speed and consistency of tender execution.
The tender win rate improved from its initial 14% level, indicating stronger performance in international tendering.
Tender margin loss fell from as much as 40% to below 15%, reflecting a stronger approach to international tendering and pricing decisions.
Market share increased to at least 15% in key international regions, strengthening the manufacturer's position beyond its established US market.
AI-powered tender management reduced reliance on manual processes, helping teams prepare and submit responses to international opportunities faster.
“We reduced tender margin loss from as much as 40% to below 15%. Better pricing intelligence and more structured tender processes helped our teams respond faster and compete more effectively across international markets. ”
Polaris OS brings together tender management, pricing intelligence and market data through three connected capabilities.
Brings together and structures commercial and market information, helping teams access competitor activity, pricing trends and regulatory developments across international markets.
Explore Data Orchestration →Supports tender discovery, prioritisation, management and AI-powered response workflows, helping commercial teams bring greater consistency to international tender activity.
Explore Tender AI →Uses historical data and market conditions to generate pricing recommendations, helping teams reduce unnecessary discounting and protect tender margins.
Explore Pricing AI →Connect market data, tender execution and pricing intelligence through Polaris OS. Equip commercial teams with the capabilities to compete more effectively across international markets.
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