CHANGE THE SALES CONVERSATIONTO AVOID COMMODITIZATION
$330 million (2013)
1,100 FTE (2013)
Without organizational capability, new skills learned in sales training are often forgotten.
In 2013 Affymetrix faced a very turbulent market. Prices were decreasing due to a lack of demand and increased competition, and, as a result, the company’s revenue had been falling. In order to rectify their situation, Affymetrix knew it needed to invest in its entire go to market strategy.
Stock price of $4.31
Stock price of $8.66