In this episode of CMOs Off Script, the team sits down with Steve Tolle, Chief Technology & Product Officer at Ignite, to explore what it takes to build and grow a company at the intersection of healthcare, technology, and clinical research.

From lessons in product-market fit to the power of thought leadership, branding, and authentic customer partnerships, Steve offers an unfiltered, deeply insightful look into how marketing and product teams can — and should — work together to drive real impact.

Key Topics Discussed

Building a Business That Actually Builds

• Steve shares his journey from venture capital back to building — and why he traded spreadsheets for Legos.

• At Ignite, Steve leads efforts to automate the transfer of EHR data into clinical trial systems using the FHIR interoperability standard, unlocking time savings, accuracy, and better researcher experiences.

• His philosophy: “Venture capitalists finance companies. I like to build them.”

Marketing’s Critical Role at Ignite

• Thought Leadership: Marketing softens the market, educates audiences, and builds credibility in a highly regulated, skeptical space.

• Influencing the Full Buying Ecosystem: Hospitals involve many stakeholders who can say “no,” so marketing ensures consistent messaging reaches everyone in the decision loop.

• Branding: At Ignite, branding is more than logos — it’s telling a compelling story about why the product matters and visualizing something as invisible-yet-critical as data flows.

Cutting Through the Noise

• In a world of homogenous AI-generated content, authenticity and differentiation stand out.

• Thought leaders in the company — empowered to publish, present, and speak — amplify Ignite’s message and credibility.

• Consistency of messaging, tailored to both buyers and investors, keeps campaigns focused and effective.

Lessons in Growth & Customer Advocacy

• Ignite’s growth from pilot projects to partnerships with major academic medical centers and pharmaceutical companies has been fueled by word of mouth and peer-to-peer referrals.

• Industry thought leaders, formal customer advisory boards, and real-world validation through studies and conferences (like AACI) have been key to building trust.

• The team cultivates both organic advocacy and structured feedback loops, ensuring customers feel ownership in the product and vision.

Product + Marketing: A Strategic Partnership

• Steve champions the pragmatic marketing approach, where product management and marketing blur intentionally to keep the customer’s voice central.

• Early market signals guide product development — ensuring what gets built is what the market needs.

• The goal: achieve true product-market fit before delivering code, avoiding wasted cycles and customer backlash.

What Keeps Steve Up — and What Keeps Him Going

• Challenges: FHIR adoption is still maturing, and healthcare data remains complex and fragmented.

• Excitement: Applying AI and orchestration to capture unstructured data and save researchers time and “brain damage.”

• On a personal note: Hoping for the next sunny day in Ireland!

Takeaways

✅ Building something meaningful takes alignment between product, marketing, and customers.
✅ Thought leadership, branding, and authenticity break through crowded, regulated markets.
✅ Customers — empowered and engaged — become your best advocates.
✅ Marketing and product management thrive when their roles intentionally overlap and collaborate.
✅ Growth happens when strategy, execution, and storytelling come together.

Closing Note

From venture capital to the west of Ireland, Steve Tolle shows what it means to lead with purpose, partner with marketing, and bring real change to healthcare technology.

Thanks for joining us for another candid conversation on CMOs Off Script. Don’t forget to follow, rate, and share if you enjoyed this episode. Stay tuned for more unfiltered insights from the voices shaping modern marketing.