Getting salespeople to share

Genentech’s sales teams were among the most successful in biotech. However, low CRM adoption kept both sales and marketing in the dark. Razorfish was hired to create a better technical solution. I was tasked with getting salespeople to use it.

We developed and implemented a comprehensive re-branding and change management strategy over a three year period. To encourage adoption at all levels of the organization, we created separate communication tracks for those both using the system and receiving information from it. For the end user, we focused on creating training programs that acknowledged key drivers for the sales force: competitiveness and allegiance.