Healthcare & Pharmaceuticals

Developed a comprehensive commercial go-to-market strategy for a life sciences company

Bio-Product supplier of cell culture media, sera, and reagents through three primary sales channels – medical research, biotech firms and pharma companies around the world
The Company had reached an inflection point – shifting from a founder-led business to a PE-owned organization
With the change in ownership, the Company had set a target of growing its revenue ~4-6x over the next 3-5 years
MERU was engaged to help develop a comprehensive go-to-market strategy, with an emphasis on (1) Sales structure and salesforce effectiveness, (2) Portfolio rationalization and product pricing, and (3) Customer profitability assessment

Partnered with the management team to achieve each of the commercial objectives and prepared a detailed implementation plan
Interviewed key members of the mgmt. and the Sales team to identify pain points
Conducted a gaps assessment on existing tools (e.g., CRM) & processes (e.g., sales pipeline mgmt.)
Assessed market size data by US states to develop appropriate territory coverage model
Analyzed transaction data by product type to identify opportunities for pricing and SKU rationalization
Evaluated transaction data for 3 years to identify reasons for customer churn

Created a revamped, scalable sales organization structure and compensation model to align with Company’s strategic objectives.

Optimized sales pipeline tracking and management process to provide better visibility into order backlog.

Identified pricing optimization opportunity of 5-6% of revenue by reducing dispersion in discounts offered to various customers.