A life science startup with a narrow portfolio needs to ensure that its sales team is only pursuing highly qualified leads.
With a broader portfolio, you might be able to go after more leads knowing that you could sell something. But with a single product, you can’t afford to waste time talking to people who can’t buy the one thing you have.
Lead scoring let’s you rank and qualify leads by the level of interest they show in their online interactions with your company. Greg Krueger, the Vice President of Global Sales at ViroCyt, was kind enough to explain to me how his team is using lead scoring to find new customers and save needless expenses in the sales process.
- The importance of quality especially with a narrow portfolio
- Scoring of leads based on different online behaviors
- The discipline required from the sales team
- How to identify decision makers with content
- Why you should hold some content back
We wrapped up with a short discussion of things marketing can do to help the sales team that aren’t as measurable, but just as important.
As a footnote to this story, ViroCyte was acquired in July by Sartorius for 16 million dollars.
Greg Krueger is the vice president of Global Sales at ViroCyt, an early stage startup. Greg has experience as product manager and with selling both consumables and capital equipment.