Leading Laboratory Equipment Manufacturer Seeks Better Return on R&D Investments
R&D experiencing low commercialization success in past 36 months vs. a prior period a exceptional growth.
To conduct a set of baseline interviews, analysis of current state, make insights into marketplace via benchmarks and then collaborate with 11-person product marketing team and R&D to make significant adjustments.
Learned that 87% of spending was directed at a low growth (2.6%) business area; realignment of R&D spending to double-digit growth markets.
Business Analytics / Diagnostics
Product / Service Commercialization
Value proposition, segmentation, targeting, and positioning