You're launching a new biotech product. How do you navigate conflicts between research and sales teams?

Para alinear los objetivos de investigación y ventas, comienza estableciendo metas compartidas que integren la calidad científica y la comerciabilidad del producto. Facilita la comunicación continua entre los equipos para asegurar que los investigadores comprendan las demandas del mercado y que el equipo de ventas valore la integridad científica. Crear hitos comunes ayuda a que ambos equipos colaboren hacia un objetivo unificado, promoviendo un entorno de cooperación y entendimiento mutuo.

Start by ensuring that both research and sales teams understand and align with the overall goals of the biotech product launch. Clearly articulate how their contributions are crucial to the product’s success, creating a shared vision that drives both teams towards common objectives.

Navegar por los conflictos entre investigación y ventas exige una comunicación eficaz. Los equipos de ventas deben comprender el valor científico del producto para comunicarlo efectivamente, mientras que los investigadores deben conocer las tendencias del mercado y el feedback de los clientes. Facilitar un diálogo abierto donde ambos equipos puedan compartir sus perspectivas asegura que el detalle científico se alinee con el atractivo comercial, cerrando la brecha entre ambos y promoviendo una colaboración productiva.

Facilitate open communication between research and sales to convey the product’s value proposition. Researchers should provide detailed insights on the product’s scientific benefits, while sales teams can offer feedback on market demands, ensuring that the product meets customer needs effectively.

La educación es clave para alinear investigación y ventas. Ofrecer formación científica al equipo de ventas les permite responder con precisión a preguntas complejas, mientras que educar a los investigadores sobre estrategias de mercado y procesos de ventas fomenta un enfoque más orientado al cliente. Este intercambio educativo asegura que ambos equipos comprendan el ciclo completo del producto biotecnológico, desde su desarrollo en el laboratorio hasta su lanzamiento en el mercado, facilitando una colaboración más efectiva y alineada.

Organize joint training sessions where both teams can learn about each other’s roles, challenges, and perspectives. This fosters mutual understanding and respect, which can reduce conflicts and build a collaborative culture focused on the product's success.

Work together to set achievable goals and timelines that consider both research complexities and market realities. Clear, realistic expectations help prevent frustration and ensure that both teams can deliver on their commitments without undue pressure.

In my experience, there is limited direct contact with sales personnel and R&D due to fire walls, however, establishing appropriate, compliant collaboration can be very helpful. Often R&D teams feel ownership to the product prior to launch and can be somewhat territorial about passing the baton. However, commercial and others involved in a launch (Medical Affairs) share the same desire for success. An understanding of what these teams do can pave the way for collaboration. There are often "fun" aspects of a launch like branding, naming, the launch meeting etc so keeping R&D involved can be helpful. However, it is important for each to understand who is accountable since launch activities require certain knowledge and expertise.

Encourage cross-functional collaboration by setting up regular meetings, joint workshops, or integrated project teams. This approach helps break down silos, allowing for continuous dialogue and problem-solving between research and sales.

As the product launch progresses, ensure a balance between the scientific integrity of the research and the commercial needs of the market. This may involve making strategic compromises, but always with the aim of achieving the best outcome for the product and the company as a whole.