Case Studies  /  Marketing and Commercial Strategy

Developing positioning, targeting and training for a new value framework assessment tool

Challenge

  • A vendor to the life sciences industry was launching a new product focused on value assessment for emerging pharmaceuticals and sought guidance around positioning and appropriate target audience
  • Additionally, the company was looking for sales force training materials, coaching and adjustments to marketing collateral

Approach

  • Interviewed early adopter customers to solicit feedback about pain points and differentiation and benchmarked competitive offerings
  • Used ‘Pragmatic Marketing’ analysis to define relevant customer challenges addressed by the product and use cases
  • Generated training materials including proposed pitch and objection handlers; delivered training to 100-person sales team
  • Suggested changes to existing marketing materials

Results

  • The marketing analysis and sales force training was enthusiastically received
  • Our client expanded training efforts to include small group coaching and periodic check-ins to process customer feedback and refine approach

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