Improving Communications at Genentech |
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| Market Biotechnology Services |
Genentech had one of the sharpest and most successful sales teams in the biotech industry. There was just one problem: out on the road, its sales force wanted to sell instead of spending time entering valuable field data for the marketing team back at the home office. To help shape the salespeople’s actions without changing their unique culture, vs.Goliath developed a communications strategy that played | into their competitive nature while personalizing the data’s end users. We built a brand for their customer relationship management system (CRM), developed multiple audience-specific communications pieces and created extensive training curricula. As a result, CRM adoption skyrocketed from 5% to 90%. |