The Growth Agenda - Sales & Marketing Podcast · Kvadrant Consulting

# 36 - Martin & Jeppe: Insights on Teton AI with Claus Ipsen

·59 min·5 clips

How Teton AI's founders shadowed nurses to design a product that gives healthcare staff superpowers.

This episode features hosts Martin and Jeppe from Quadrat Consulting interviewing Klaus Ibsen, the Commercial Director of Teton AI, a healthcare technology startup. Klaus explains that Teton AI develops patient monitoring solutions using artificial intelligence to support nursing staff and improve resident safety in hospitals and care homes. The company operates in Denmark, the UK, and Switzerland, primarily serving the public sector. Klaus recounts how Teton AI's founders, AI engineers from DTU, developed the product by first shadowing nurses at a hospital in Nykøbing Falster to understand frontline needs. The company maintains a clean product by testing new features with clients and removing those that do not provide clear value to staff. He notes the Capital Region of Denmark's IT director reported having 15,000 suppliers, illustrating the overwhelming number of systems healthcare staff encounter. A doctor at a conference remarked that Denmark would win a world championship in pilot projects but be last in scaling them. Klaus shares that he joined Teton AI after a chance meeting with a mutual friend, Peter, who connected him with the CEO. The company has grown from about 10 people working in a small apartment to nearly 40 employees within a year. He contrasts sales at a startup with his prior experience at large corporations like ISS, highlighting the absence of red tape and the agility to make quick decisions to win deals. Teton AI employs a defined sales process but allows for creative, deal-specific activities, such as sending personalized gifts to clients. A key sales strategy involves conducting free pilot projects to document value, such as reductions in falls or improved care metrics, before clients enter a tender process. Klaus states Teton AI won a Danish tender despite being twice as expensive as the nearest competitor because the client was certain of the documented business case. He advises against responding to RFPs without prior client engagement, calling it a waste of resources that rarely leads to a win. Klaus believes everyone in sales should spend time in procurement to understand that procurement professionals aim to secure the best holistic deal, not just the lowest price. He recalls a major aha moment from his time at ISS, where his team interviewed employees at a potential client's site, used their quotes on post-it notes in a presentation, and won the deal by focusing on user experience. Klaus emphasizes that working on "mega deals" requires as much internal stakeholder alignment as external client engagement to avoid overpromising. The tone is conversational and educational, blending personal anecdotes with practical sales and product development insights. This episode would appeal to sales professionals in B2B or tech sectors, especially those interested in healthcare, startups, or complex sales. Listeners seeking highly produced narrative storytelling or quick tactical tips might find it less engaging.

As heard by us

A practical look at healthcare software, procurement, and complex buying decisions.

The episode treats commercial discipline as a practical habit, not a slogan. Claus Ipsen and the hosts trace how a healthcare software team works back from the frontline to the buyer, with procurement framed as risk management and an RFP answered too late landing as a real…

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Why you'd press play

Press play for a clear-eyed take on RFPs, mobilizers, and frontline-first healthcare software.

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