Overview:

Large group ASO sales are not failing due to weak value propositions. They are slowing down because execution across the sales lifecycle remains fragmented.

From RFP intake through pricing, customization, and implementation, multiple teams operate with limited alignment. Sales, underwriting, network, and operations often engage sequentially rather than collaboratively, creating delays, inconsistencies, and avoidable friction at critical stages of the deal. This challenge is becoming more visible as competition intensifies and employer expectations around speed, customization, and experience continue to rise.

This session brings together plan operators to examine where the ASO sales experience breaks in practice.

Through real-world examples, we will explore:

  • How misalignment across teams impacts cycle time and proposal quality
  • Where deals most commonly stall across the lifecycle
  • Why traditional approaches to product design and handoffs are no longer sufficient
  • The operational changes plans are making to create a more connected, responsive, and scalable sales model — improving both win rates and client experience

Key Takeaways

  • A clearer view of where friction occurs across the ASO sales lifecycle, from RFP to renewal
  • Common breakdown points between sales, underwriting, network, and operations teams
  • Practical approaches to improve early-stage alignment and reduce cycle delays
  • Considerations for designing more modular, flexible products to support faster customization
  • Approaches to strengthening the transition from sales to implementation to protect client experience
  • Key metrics health plans are using to track performance and identify improvement opportunities

Want to move large group ASO deals from RFP to renewal faster?

Hear how plan operators from Sentara Health Plans and Kaiser Permanente are cutting friction across the large group ASO sales lifecycle, from RFP to renewal.

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