Genentech

Getting salespeople to share

Their Goliath

Genentech’s sales teams were among the most successful in biotech, but low usage in their existing CRM system, resulting in lost opportunities for both sales and marketing. Digital product innovators Razorfish were brought in to develop a better technical solution. I was tasked with getting them to use it.

Our Solution

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.

What We Did

Branding Strategy
Change Management
Identity Design
Story Crafting
Promotions
Training Design

Storytelling

postcards
postcards

Identity

Promotions