The heart-lung machine (HLM) is a complex medical device that contains hundreds of sub-components. Designing a fully functional perfusion system involves selecting up to a hundred individual SKUs out of hundreds of available options. Final product pricing varies significantly based on the parts included in the design.
The complex nature of the product design and pricing made the Lead-to-Order process extremely complex and tedious for the end-user. Product configurations designed during the sales process sometimes resulted in a product configuration being impossible to manufacture. This resulted in poor customer experience and a long sales cycle, which led to lost sales.