Meet Charlotte Lawrence, Senior Sales Director at Zyter|TruCare. She is not just a sales expert; she’s a healthcare champion of using technology and the art of nudging to advance healthcare.
The Sky Is the Limit for Those in Sales
Charlotte is a person who is curious about human experience, society, and culture. A New Orleans native (Who Dat?), Charlotte attended a small rural college in Tennessee, where she could become closely involved in her community. She graduated in 2013 with a degree in American Studies, a humanities degree focused on History and Literature.
Charlotte’s career took off when she joined ServiceSource, a Salesforce contractor helping small businesses scale their sales efforts. This experience allowed her to carve out her path in the world of sales, emphasizing the importance of autonomy and determination. “I’m an extremely type ‘A’ person, and the opportunity to control my destiny or book of business appealed to me. Sales is what you make of it, and the sky is the limit.”
Her role at ServiceSource involved managing many existing customers, and ensuring renewals, upsells, and customer satisfaction. One of her standout abilities was matching businesses with the right technology solutions, enabling them to reach their goals efficiently.
A Shift Towards Healthcare Technology
With a growing skill set and a passion for coaching, Charlotte transitioned to VasoHealthcareIT, where she entered the healthcare technology space. This move was a turning point, as she witnessed firsthand the outdated practices prevalent in healthcare delivery. Charlotte was bewildered by the state of operations. She recalls, “Some of the hospitals I worked with had no idea what technology could do for them, how it could help them, how it could support their business. In my time with Vaso, I saw hospitals storing hard copies like CDs, tapes, and printed radiology images for seven years in filing cabinets, taking up lots of space and slowing down work between departments and between exterior organizations like primary care offices. It was crazy to me to witness how antiquated some of their daily work was.”
From 2015 to 2019, she relished her work and thrived in her role. Not only did Charlotte help bring entire hospital systems out of the dark ages, but she also felt invigorated by her ability to make a difference in the daily lives of healthcare providers, administrators, and patients.
“I enjoyed channel management,” she reflects. “It was an opportunity to connect the dots and see what elements of an offering might have missed. I liked seeing the pieces that fit together and finding different vendors, organizations, and people that could supplement solutions and add even more value to what we were doing with our customers.”
A New Horizon: HealthStream and Beyond
In 2019, Charlotte found an opportunity with HealthStream, a Nashville cloud-based Learning Management System for healthcare organizations. Her responsibilities expanded as she engaged with significant hospital networks, focusing on compliance and tracking.
Prospecting, signing, and chasing new business was familiar to Charlotte; however, the scale had changed. Instead of helping individual hospitals and businesses, she was now in charge of signing major hospital networks with 500-5,000 employees.
Charlotte was on the front line, helping large organizations tackle two significant hurdles: compliance and tracking. Keeping hospital staff trained, tracking training metrics, and providing training in an accessible and flexible format during COVID-19 was vital. That’s where the LMS system came in.
In the summer of 2022, she took another leap to Forrester as an Account Executive for Premier New Business. Forrester allowed Charlotte to meet and grow with other senior leaders across all different types of industries, including healthcare. “I had the opportunity to work with big manufacturing companies, publishing houses, pharmacy benefits providers, and all sorts of different organizations,” she says. “Working directly with senior leaders was exciting to me because it was the only level in the organization we were targeting, and it excited my confidence in my abilities and to be in the room with these people and understand their problems. I learned a lot at Forrester, and I loved it.”
Eager to return to healthcare, Charlotte was drawn to Zyter|TruCare’s vision and its potential to revolutionize patient outcomes and healthcare delivery. Now, she can show providers the concrete solutions that Zyter|TruCare has designed to transform the healthcare industry.
Driven by Purpose
Many companies strive to make a difference in the world with their offerings, but few utilize that impact to inspire their employees. Studies show that purpose-driven employees who feel motivated by a company’s vision are 73% more likely to be engaged in their work and 80% more likely to innovate.
Charlotte is one of these unique, purpose-driven people. She ensures the company’s mission and vision, underpinned by Zyter|TruCare’s core values of Integrity, Respect, Simplicity, Accountability, and Spirit, are at the forefront of her work. “Whether it’s trying to come up with prospecting cadences or a first call deck that I’m putting together for a prospect, I think I always want to make a point to tie it back to the company’s vision,” Charlotte says.
Her approach is rooted in integrity and transparency. “When I’m working with prospects or new customers,” she says, “I want to be communicative about the vision Zyter|TruCare has for the future, but also to be straightforward and honest about the capabilities that we have today and the solutions that we have to offer and how it can support them. I think transparency is important, and people always appreciate that.”
Embracing Chaos and Active Listening
A sales environment can often be chaotic, but this is where Charlotte feels at home. Her extroverted nature and ability to connect with people make her a calming presence. She believes in simplifying complex topics and actively listening in conversations, ensuring she understands the needs of her clients. “I’m an extrovert,” says Charlotte. “I am energized by having a million things going on in many different directions, and I thrive in that environment.” Bustling environments entice her, and she sees each space as a chance to connect.
Charlotte’s method when connecting with others, whether prospects, existing clients, or colleagues, is to tear down all presumptions and meet them at their level. “In my conversations and communications, I try not to be overly wordy or overly technical and just bring everything back to Earth.”
With many seasons of selling under her belt, Charlotte recognizes that the first connections and early talks are some of the most crucial. “It’s always important to be genuinely curious,” she says, “to genuinely listen to people and to try to ask more. You should spend minimal time talking, especially in the first conversation stage, even if you must remind yourself by putting a sticky note on your computer or desk. Remind yourself to listen even more than you think you should.”
Passion, Persistence, and Positivity
Charlotte’s enthusiasm and optimism are contagious. She firmly believes that hard work and a positive mindset lead to success. Her career path, she reflects, is a natural progression, and she feels precisely where she’s meant to be. “I genuinely believe everything will work out how it should. You still have to put in the hard work, but I think everything tends to work out in life and work.”
When Charlotte reflects on her career path, she sees a precise sequence of growth. “I’m exactly where I’m supposed to be. Every step has led to where I am now, and it all makes sense.”
Empowering Women Leaders
Charlotte is a fresh face at Zyter|TruCare, but she saw instantly the impact of leadership choices at Zyter|TruCare. “It’s extremely refreshing,” Charlotte says. “I’ve thought this in other companies I’ve worked for, but it’s on a different level here. It’s amazing to see other women taking on leadership roles, having big career aspirations, and having families. Many people talk about the importance of women in leadership roles, but at Zyter|TruCare, you see it every day.”
Championing Your Achievements
Charlotte is not just making strides in her career; she’s also a keen advocate for women in leadership roles. She emphasizes the importance of documenting and celebrating one’s successes, big or small. “I’m not always great at this,” she begins, “but I would say that it’s important to document your successes and not be shy about successes you’ve had. These could be both big and small things.”
Charlotte advises women to be proactive in showcasing their achievements and seizing opportunities. “I think women are a lot less likely to talk about professional achievements they’ve had. If you must create a document and add it every month, do so. It is vital to track those things and not be reticent. We shouldn’t assume that our work will speak for itself.”
Upon reflection, Charlotte recalls a piece of advice that powerfully resonated with her, emphasizing the importance of proactive self-promotion: “While your contributions might be significant, in today’s fast-paced world, waiting for recognition might hinder your growth. Take charge of showcasing your achievements.”
This perspective highlights the importance of being one’s advocate, emphasizing the need for women to step forward and claim their well-deserved spot in the limelight.
