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.