CHANGE THE SALES CONVERSATIONTO AVOID COMMODITIZATION

Industry

Biotechnology

Revenue

$330 million (2013)

Employees

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.

Before Challenger

Stock price of $4.31

After Challenger

Stock price of $8.66

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