Timing is Everything

As life science consumers increasingly get their pre-purchase information online rather than through personal interaction, integration between sales and marketing is an important step in producing strategic content that leads customers to complete their buying journeys. In this episode, two experienced, savvy industry experts – Alison Day, Director of Sales Enablement and Training at Rapid Micro Biosystems, and Karen Sparks, VP of Client Services at CG Life – share their insights into changes in customer expectations that shape the ideal cooperative relationship between sales and marketing teams.

COVID-19 has accelerated changes that were already coming to the biotechnology sales and marketing space, most notably the shift towards digital platforms. Smart companies have stayed ahead of the game by taking advantage of digital sales enablement strategies and tools such as marketing automation, and customer relationship management systems. In this podcast, we spoke with two biotechnology marketing veterans – Alan Findlater, Chief Commercial Officer atBioIVT [https://bioivt.com/], and Jeremiah Worth, Vice President of Digital Marketing atCG Life [https://www.cglife.com/]– about their insights on how sales and marketing teams can best work together in this new and (perhaps surprisingly) promising landscape.

The selling and marketing of scientific instrument is a very challenging and complicated landscape. Customer expectations have evolved and vendors are struggling to find new strategies and tactics to better engage and communicate with their audience. In this podcast, we interview two leaders in scientific instrumentation marketing, Michael Allen, VP of Marketing at Metrohm and Chuck Miller, president at The Market Element, to discuss how sales enablement practices can fundamentally improve the selling process through contextual and timely communications throughout the buying process.

Business development has always been challenging but now more than ever, the old sales playbook doesn’t apply and many marketing and sales leaders are left asking: now what? Sales enablement offers the processes and tools to empower your sales team to navigate the multi-faceted buyers’ journey, connect specific solutions to ideal buyers, and guide leads into closed won opportunities. With buyers increasingly opting to self-educate and access information online rather than speak to your reps, when the time comes for a 1-1 conversation, your team needs to time outreach right and be ready with the correct content and context! In this podcast series, life science sales & marketing leaders will share their first-hand advice, best practices, and real-world examples of rebuilding your marketing and sales playbook with sales enablement at its core.