Mark Crane
Medical Device Sales Professional
Virginia Beach,VA
Summary
Accomplished and results-driven Medical Device Sales Leader with over 30 years of experience in orthopedic implants, surgical robotics, and navigation systems. Demonstrated expertise in expanding territories, driving revenue growth, and leading teams, consistently surpassing sales targets and building multimillion-dollar markets. Skilled in selling and supporting advanced surgical navigation systems and robotic-assisted technology, providing surgeons with intraoperative guidance for optimal surgical outcomes. Proven track record of mentoring high-performing sales teams, achieving market share dominance, and cultivating lasting relationships with key orthopedic surgeons. Seeking a role where technical expertise, strategic leadership, and sales excellence can contribute to the continued growth of the company.
Overview
33
33
years of professional experience
3
3
Certifications
Work History
Senior Medical Device Sales Representative
Exactech, Inc.
New Haven, CT
01.2019 - Current
- Successfully grew a zero-market territory in Connecticut from $0 to $1.8M in 2.5 years, establishing a strong market presence for Exactech’s GPS Shoulder Navigation System and implants
- Relocated to Virginia Beach to stabilize a struggling territory, increasing revenue from $1.5M to over $2M in two years despite a flagship product recall
- Sell and provide intraoperative technical support for GPS Shoulder Navigation System, assisting surgeons in real-time implant placement verification and adjustments to improve precision and patient outcomes
- Operate and troubleshoot Exactech’s real-time surgical navigation technology, ensuring seamless OR workflow integration
- Provide live intraoperative consultation, helping surgeons optimize implant placement, joint balancing, and surgical execution using real-time data and navigation tools
- Led training sessions for surgeons and OR staff, improving adoption and utilization rates for advanced surgical navigation technology
- Consistently achieved top-tier sales performance, expanding surgeon adoption and overcoming competitive pressures
Sales Representative – Mako SmartRobotics System
Stryker Corporation
Stamford, CT
01.2016 - 01.2019
- Sold and supported Stryker’s Mako SmartRobotics System, a highly advanced robotic-assisted surgery platform for total knee, partial knee, and total hip arthroplasties
- Grew territory sales by 20% year-over-year, reaching $2M in annual revenue through strategic surgeon engagement, product demonstrations, and operating room support
- Consulted directly with orthopedic surgeons to integrate 3D CT-based preoperative planning, AccuStop haptic technology, and real-time intraoperative data analytics into their surgical workflows
- Provided intraoperative guidance, ensuring surgeons could dynamically balance soft tissue, optimize component positioning, and enhance functional outcomes
- Trained and educated surgeons, surgical staff, and hospital teams on robotic-assisted surgical techniques, improving product adoption and procedural efficiency
Senior Orthopedic Sales Representative | Team Lead
Smith & Nephew
New Haven, CT
01.1992 - 01.2015
- Led the growth of a $500K territory to over $6.8M in annual revenue, dominating the market in orthopedic implants, disposables, and surgical instrumentation
- Managed and mentored a team of four sub-representatives, overseeing sales strategy, territory expansion, and surgeon engagement
- Consistently achieved President’s Club honors every year for outstanding sales performance and year-over-year growth
- Sold and provided intraoperative support for a full suite of orthopedic implants, including hip, knee, shoulder, and trauma products, ensuring optimal implant placement and surgical execution
- Developed strong surgeon relationships, positioning Smith & Nephew as the preferred vendor in hospitals and surgery centers
- Trained and educated orthopedic surgeons, OR staff, and hospital administrators on new product advancements, surgical techniques, and procedural efficiencies
- Successfully launched new product lines, introducing cutting-edge orthopedic technologies to the market while securing hospital approvals and competitive contracts
Education
Bachelor of Science - Finance
Merrimack College
North Andover, MA 09.2025 - 05.2025
Skills
- Orthopedic & Surgical Device Sales
- Robotic-Assisted Surgery & Navigation Systems
- Intraoperative Support & Troubleshooting
- Advanced Implant & Instrumentation Knowledge
- Surgical Workflow Optimization
- Territory Growth & Market Expansion
- Sales Team Leadership & Mentorship
- Surgeon & OR Staff Training
- Capital & Consumable Sales
- Sales Strategy & Revenue Growth
- Competitive Market Analysis & Product Positioning
- Hospital Procurement & Contract Negotiation
Certification
Advanced Training in Robotic-Assisted Surgery & Surgical Navigation
Accomplishments
- Market Expansion: Built Smith & Nephew’s territory from $500K to $6.8M, securing dominant market share.
- Revenue Growth: Increased Exactech’s Virginia Beach territory from $1.5M to over $2M, despite a key product recall.
- Leadership & Team Development: Managed a high-performing team of 4 sales reps, driving year-over-year growth.
- Robotics Expertise: Successfully sold and supported Stryker’s Mako SmartRobotics System, growing territory 20% YoY to $2M.
- Sales Excellence: President’s Club winner every year at Smith & Nephew for outstanding growth and top-tier sales performance.
- Surgeon Training & Adoption: Led OR training and live surgical support for robotic-assisted and GPS-guided procedures, increasing surgeon adoption rates.
Technology Tools
- Mako SmartRobotics System
- GPS Shoulder Navigation
- OR Imaging & Verification Tools
- CRM & Sales Analytics
Timeline
Bachelor of Science - Finance
Merrimack College
09.2025 - 05.2025
Senior Medical Device Sales Representative
Exactech, Inc.
01.2019 - Current
Sales Representative – Mako SmartRobotics System
Stryker Corporation
01.2016 - 01.2019
Senior Orthopedic Sales Representative | Team Lead
Smith & Nephew
01.1992 - 01.2015
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