Situation:

A large bioanalytical lab services division was experiencing stagnant growth:

  • Sales were flat for most service offerings while the overall market was growing
  • Proposal win rate was below industry standards
  • Client’s value proposition had not been articulated and integrated effectively
  • Ongoing business metrics were lacking

Process:

Kineticos performed a full internal review of people, processes, and products using interviews with stakeholders, including BD, operations, marketing, and management, and Voice-of-the-Customer market research.

Some of the tactics used to re-start growth in the division:

  • Need to align commercial team structure, compensation, tactics and tools
  • Develop value proposition and Go-To-Market (GTM) strategy based on key differentiators for each service offering
  • Link sales targets to the overall division objectives

Outcome:

Kineticos was tasked with supporting implementation of the tactical plan and to perform external evaluation of market segments to drive new targeted strategies.