Cell & Gene
Tools & Tech Growth
Driving revenue this year
As funding picks up for the CGT sector, here are some things you can do to generate interest in the market and feed qualified leads into the Sales funnel.
Set up the demand generation engine
Enable your Sales team to focus on closing deals by prospecting through marketing tactics and feeding qualified leads into the Sales funnel
Draw customers in with scientific content
Create a thought-provoking piece of content to feed your demand generation or build a whole lead nurturing program with multiple pieces of content to give your Sales team prospects educated about your offering
Measure everything
Understand what's bringing you the best ROI by meticulously tracking your dollars and efforts to make sure you invest in the highest yield activities.
Preparing and executing a launch
A launch can generate tremendous momentum for your company. Make sure you quickly gain market share by taking these steps
Synthesize market intelligence
Intelligence is key and is the foundation of your future strategy and planning. Set yourself up for success by looking at what the market wants and where the competition is going.
Create a resonant value proposition
Once you've found the perfect niche at the intersection of customer needs and technology gap, express your offering in a way that resonates with your target customer base.
Build a thoughtout go-to-market strategy and plan
Ensure rapid adoption by aligning on the target customer list within your Sales and Marketing organization, delivering the application data that corroborates your value proposition, creating a demand generation plan and enabling your Sales team.
Capabilities
Market Intel
My innate curiosity for science, technology and people yields deep insights during voice of customer interviews. Follow-up with market research allows for validation of findings. Finally, I complement customer-side intelligence with competitor review. Over the course of 9 years of launching products in biotech, I developed a 360-degree competitor review methodology to ensure the niche for launches is well-differentiated.
Go-to-Market Strategy
I have developed a framework for creating and implementing go-to-market strategies and plans. These can be as short as a quarter, stretch out to multiple years, focus on a product launch or address a portfolio. Whatever your plan, formalizing and socializing information (such as building a defined target customer list and sharing it within the Sales, Marketing and Product teams) is key to success.
Value Proposition
As an Instructor at MIT and Stanford relaying complex Biology, Biochemistry and Neuroscience to students, I trained to translate deeply technical concepts into language that spotlights the most relevant to the target audience information. I further refined this skill through conversations with engineers at biotech companies while developing value propositions for capital equipment, consumables, reagents, software platforms and services.
Demand Generation
Your Sales team is exceptional in person, delivering maximum impact in discussions and negotiations with the customer. The function of Marketing is to drive at-scale activities, such as reaching a lot of people at once. Leverage Marketing tactics to tap vast parts of your target market and bring in qualified leads for the Sales team to work on. Having worked with both minimal and multi-million budgets, I build a plan that incorporates digital and traditional tactics, always right-sizing the efforts and focusing on the ROI.
Content and Tools
To pique customers' interest, it is essential to help them learn something new. When it comes to content, I am a creative scavenger. I find long forgotten data sets and transform them into scientific content. To engage the C-Suite, I find ways to quantify the economic impact of products and services and build models to showcase savings. Content production and Sales tool creation and revamp do not need to take a long time. With my technical expertise, writing and design skill set, assets can be ready in days - focused on customers' pain points, full of data, using customer language, polished.
ROI and Analytics
In order to get the most done with the money and the time you have, it is essential to track ROI. While leads are an easy-to-measure leading KPI, most organizations would like to see their revenue grow. As I've set revenue as a Marketing KPI, I've watched the power of alignment between the Sales and Marketing teams transform organizations. Optimization for revenue instead of leads has also often brought a pivot to the selection of Marketing tactics.
About
I leverage a deep love of science and technology and an intuitive understanding of human behavior to drive revenue and market adoption of innovation. Having worked at industry’s largest life science companies, I have created and executed on differentiated strategies that drive the revenue of today and establish market leadership of tomorrow.
