Scientific landscaping and technology roadmaps

Context: A major tools and technologies manufacturer focussed principally on serving the large-scale contract manufacturing (CMO) market sought to enter the laboratory market, spanning academic research labs and contract research organisations (CROs). The existing sales force were unfamiliar with laboratory processes making the identification of client needs challenging, and so stymied lead generation.

Solution:  IPAV conducted an organisational wide review of all existing in-house training and identified a number of deficiencies and inaccuracies in existing training, impacting the performance of sales teams for the existing bioprocessing and emerging laboratory business units. Thereafter, IPAV produced training specifically for the laboratory team on basic lab processes, focusing in emerging technological areas likely to create long term benefit for the bioprocess business.

Outcome: Staff satisfaction and sales performance in all business units has increased significantly, along with company brand presence in emerging laboratory markets. Product cross selling between the laboratory and bioprocess business units is predicted to contribute $20m to company EBITA this year. (Rest assured our fee was a negligible fraction of this – as it should be, the sales teams did the hard work). IPAV are now retained to work alongside in-house training teams, and produce regular reviews of the current scientific literature in a digestible form for sales teams ‘ a virtual journal club’ to ensure all staff are fully abreast of latest developments, and the sales opportunities presented before their competitors.