Seth Rowan is a medical device sales and business development executive with extensive experience growing markets, developing strategic accounts, and helping healthcare companies bring complex products and solutions to market. He is currently with Harmac Medical Products, where his work spans medical device manufacturing, commercialization, business development, and growth.
Throughout his career, Seth has developed a relationship-driven approach to sales, emphasizing trust, referrals, strategic partnerships, and creating value for customers. He is also focused on how AI, digital visibility, and platforms like LinkedIn are changing the way B2B buyers research potential partners and how companies connect with new opportunities.
At Harmac, Seth brings together his medical device sales experience and interest in emerging technology to help strengthen business development and build lasting customer relationships.
Here’s a glimpse of what you’ll learn:
- 03:47–06:20 — Learn why Seth believes finding internal champions, building trust, and understanding the bigger picture are essential when selling complex products into major healthcare organizations.
- 07:38–09:59 — Discover how referral-based relationships can turn cold outreach into warm introductions and help sales professionals reach the right decision-makers more effectively.
- 12:33–19:36 — Explore how AI is changing the way engineers, product managers, and other B2B buyers research potential partners—and why companies need to provide value before buyers are ready to make a decision.
- 21:09–25:36 — Hear Seth’s perspective on AI adoption across business development, marketing, and manufacturing, including why companies need connected strategies rather than isolated AI tools.
- 25:49–31:20 — Learn why effective leadership requires giving people room to make decisions, how collaboration improves opportunity prioritization, and where a CDMO can add value to the medical device manufacturing process.
- 33:42–42:26 — Discover why honesty and consistency create lasting professional relationships—and why the next generation of sales professionals needs to combine digital fluency with genuine, person-to-person relationship building
In this episode…
Business development has more technology, data, and automation available than ever before, but Seth Rowan believes relationships remain at the center of sustainable growth. Drawing on his experience in medical device sales and business development, Seth explains how finding champions, earning referrals, setting the stage before a meeting, and consistently adding value can create opportunities that cold outreach alone may never uncover.
Seth also explores how AI is reshaping the way B2B buyers research companies and potential partners. Engineers and product managers can now use tools such as ChatGPT, Gemini, and Claude to research solutions long before they speak with a salesperson. That shift makes digital visibility, valuable content, LinkedIn, websites, and strong marketing increasingly important to business development. At the same time, Seth argues that companies need to connect these technologies with their people, data, manufacturing capabilities, and broader strategy rather than treating AI as a collection of disconnected tools.
In this episode of In Good Company, host Lisa Kilrea talks with Seth Rowan of Harmac Medical Products about medical device sales, referral-based business development, AI-driven discovery, digital visibility, manufacturing, leadership, CDMOs, and building relationships that last. Their conversation highlights a central idea: technology can help companies find people, tell their story, and work more efficiently, but trust, honesty, collaboration, and meaningful human interaction remain essential to turning opportunities into lasting business relationships.
Resources mentioned in this episode
Quotable Moments
- What I have found over the course of my career is that sales is basically everybody’s job. It just is a matter of becoming good at it.
- Being able to play a referral-based relationship means instead of it being a cold front, cold meeting, I turn it into a warm.
- Your values can be built up over thirty years, but one lie, one bad decision could tear it down in ten seconds.
Action Steps
- Identify champions before pushing for a sale. Look for people inside a prospective organization who understand the problem, see the value of your solution, and can help communicate that value internally.
- Turn cold outreach into warm relationships. Before approaching the obvious decision-maker, build relationships with adjacent contacts who can provide context, identify the right person, and potentially make an introduction.
- Create value before buyers are ready to buy. Use your website, LinkedIn presence, thought leadership, and other digital content to answer the questions prospects are researching through search engines and AI platforms earlier in their buying journey.
- Connect AI to a broader business strategy. Instead of adopting isolated AI tools, look for ways to connect marketing, business development, data, manufacturing, and employees around shared information and objectives.
- Combine digital fluency with human relationship skills. Learn how to use AI, LinkedIn, search, and other digital tools to identify and understand opportunities—but continue investing in face-to-face conversations, referrals, honesty, and trust to develop relationships that last.
Sponsor for this episode…
This episode is sponsored by WSI EResults Manufacturing Marketing — revolutionizing digital marketing for the manufacturing industry.
At WSI EResults, we help B2B manufacturers, OEMs, and industrial distributors elevate their digital presence through AI-powered, data-driven strategies designed to generate targeted, impactful leads.
From AI-powered SEO and content marketing to tailored campaigns built for the unique challenges of the manufacturing sector, WSI EResults delivers the tools and expertise to help your business stand out, grow, and thrive.
Learn more at wsi-manufacturing-marketing.com. Your blueprint for smarter, more effective manufacturing marketing.
