I help health tech companies building on the athenahealth marketplace figure out what's blocking growth and fix it.

I track 500+ marketplace partners with longitudinal data and spent over a decade inside athena. I know what separates the partners who scale from the ones who stall.

WHEN TO REACH OUT

Sales have stalled and you can't say exactly why.
You get the meetings. The demos go fine. Then prospects won't commit to a pilot, pilots don't convert, or they just decide to do nothing. The pipeline looks healthy but new logos aren't landing.
athena isn't sending you leads.
You're on the marketplace but athena's go-to-market teams aren't referring customers your way. You're pushing when the ecosystem should be pulling.
athena shut off the marketing services you used to buy.
Webinars, mailers, and newsletter ads are gone. Thrive is the only paid channel left. The partners still growing have built their own engine.
athena is building features that overlap with yours.
They shipped something free that sits next to your product, or it's on their roadmap. You need to know what it actually includes, what it means for yours, and how to respond.

THE MARKETPLACE GROWTH FRAMEWORK

Growth comes down to six things. When a company on the marketplace stalls, the problem lives in one or two of them.

01
Positioning
A story that separates you from competitors and from athena's own roadmap.
02
Advocacy
Customers, network, and athena's teams pulling deals toward you. Not you pushing alone.
03
Outcomes
Proof a skeptical buyer believes. Real practice voices, real before-and-after.
04
Integration
An integration that closes deals instead of raising questions.
05
Segmentation
Sell to the practices that buy fastest and stay longest, not whoever shows up.
06
Sales Motion
A repeatable path from first call to paid. Not one person's gut feel.
I assess you against all six. Most partners are blocked by two. We find your two.

I’m Max Alsgaard-Miller

I spent over a decade at athenahealth across product, implementation, operations, and marketing, including leading marketplace marketing strategy. I know how athena works from the inside, how practices actually operate, and what separates the marketplace partners who scale from the ones who stall.

For three years, my job was translating athena's R&D roadmap into marketing stories and enablement for customer-facing teams. I shaped how new features got positioned to practices, taught athena's client-facing teams why those features mattered, and designed the trainings that drove adoption. That's the skill I use now with marketplace partners: getting athena's teams excited enough to move your product forward, and giving your sales team what they need to close.

Now I work with marketplace partners directly. I track 500+ of them with longitudinal data on customer counts, ratings, capabilities, and reviews. I know the patterns. I've watched who's moved up, who's leveled off, and what separates the two.

HOW I WORK

STEP 1

Diagnose

I assess you against all six parts of the framework, using customer interviews, your team's input, and my data on 500+ marketplace partners. Most partners are strong on four and blocked by two. We find your two.

STEP 2

Prescribe

A clear, prioritized plan of what to fix, what to build, and what to stop doing.

STEP 3

Apply

Lead the work that depends on knowing athena from the inside. Case studies, positioning, customer storytelling with athena CSMs, and product direction that drives revenue

STEP 4

Refine

Measure what moved, adjust the approach, and keep compounding. Growth is a cycle, not a project.

“Max’s encyclopedic knowledge of athenahealth has transformed how we solve problems for our practices. Working with Max is like having a senior athenahealth architect on call.”
— Lauren Jensen, Senior Manager of Customer Success, Osmind

If any of this sounds familiar, let's talk.

I work with marketplace partners who have customers and revenue. If something's not working, I can probably tell you why.

Let's talk