Facing Competitive Pressures and Unrealized Opportunities
A global life sciences leader faced challenges within one of its business units. While the existing portfolio of solutions had proven successful in the past, recent years brought increasing competitive pressure and challenges to close deals. The sales force struggled to clearly articulate the solution’s value proposition and substantiate how its offerings stood apart from competitors, leaving opportunities unrealized.

Building a Compelling Narrative and Identifying Future Differentiation
The key to overcoming these challenges lay in creating a more compelling narrative for the sales force that emphasized differentiation. Further to this, the company sought to identify areas for future differentiation that would be fed into an innovation roadmap.

Generating Insights and Addressing Gaps in Differentiation
By generating comprehensive market insights through customer interviews, as well as internal interviews with the sales force, a clearer picture of customer needs and barriers to meet these arose. Through a collaborative process with cross-functional teams, value propositions were defined and substantiated. At the same time, gaps in differentiation were addressed with a roadmap for innovation in services and products.

Validating and Equipping the Sales Force for Success
These propositions as well as ideas for future differentiation were externally validated with customers and refined based on feedback. A detailed booklet was created, providing sales teams with a clear and practical guide to communicate these value propositions effectively.

Repositioning for Competitive Success
This initiative not only empowered the sales team with tools and confidence but also repositioned the company to better navigate competitive pressures.