What's really going on

You have under ten inquiries a month across three channels, and a 2-3 person team. The risk isn't losing leads in a pipeline. It's losing context — who said what to which clinician six weeks ago, which hospital's procurement contact is on holiday, what the last email thread promised. A CRM won't fix that. Shared visibility and good notes will.

What to do instead

1. Shared email (Google Groups or a shared Gmail, free) — route all inbound to one address (hello@ or sales@) so every reply is visible to all three of you.
2. Airtable (free tier) — one table: lead, hospital, clinician contact, stage (inquiry → demo → trial → procurement → won/lost), next action, next date. Add a form view for the LinkedIn and referral intake so nothing lives only in someone's DMs.
3. Habit: a 15-minute Monday standup on that one Airtable view — every row, what moves this week, who owns it.

First action, 30 min: open Airtable, duplicate the "Sales CRM" template, delete the fields you don't need, add "hospital" and "clinician role", and paste in every live lead from the last 90 days by hand. If it takes more than 30 minutes, you have more lead flow than you said.

What you're being oversold

Someone will pitch you HubSpot or Pipedrive because medtech sounds like "enterprise sales." At under ten leads a month, Pipedrive's per-seat fee buys you dashboards you won't read, and HubSpot Free will push you toward paid Sales Hub the moment you want sequences. Both are built for volume you don't have. The cost of doing nothing isn't a dollar figure at your stage — it's one referred clinician who goes cold because no one knew it was their turn to follow up. In medtech, one lost hospital account is a year.

When to revisit this

When you're past 30 active opportunities at once, or you hire a dedicated salesperson.

The part worth getting right

The real call is where the "source of truth" lives. If your deals are won on long email threads with clinicians and procurement, the shared inbox is the system and Airtable is just the tracker — keep it light. If your deals are won in meetings, demos, and site visits where email is only confirmation, the tracker becomes the system and you need fields for visit notes, device serials, trial end dates, and regulatory status — a different setup, and getting it wrong means rebuilding in six months when a procurement team asks for an audit trail you don't have.