Same Instrument, Different Accounts. Two Outcomes, and Your Model Doesn’t Know Why.
Two reps can sell the same equipment and get very different results. Placement is easy to track and reward. But adoption, installed-base retention, and a consistent account experience determines whether a territory performs. Most plans, and the campaigns built to support them, still treat every placement the same: a new logo is the same as an expansion sale, a mature account is the same as whitespace, and a displaced competitor is the same as one simply matched. This Axtria white paper explains how to fix that.
WHO THIS IS FOR
Sales Operations leaders responsible for quota, territory design, and crediting mechanics, and Brand and Marketing Operations leaders responsible for the campaigns, messaging, and account-level positioning that support the field. Clinical and R&D leaders will also find this useful, since they use the instruments for clinical studies.
WHAT'S INSIDE
- New logo versus expansion crediting, and what that split means for how each is targeted and messaged
- Segmenting territories by installed-base density, so whitespace and mature accounts get different quota mix and different campaign support
- Competitive displacement bounties sized to throughput, and the conversion messaging built to back them
- Multi-channel ownership models for large reference labs and health systems, with a shared scorecard that keeps capital, reagent, service, and marketing pointed at one account outcome
- The data infrastructure — Laboratory Information System, Customer Relationship Management, and Enterprise Resource Planning — that both crediting and campaign targeting depend on
Neither function can fix this alone. A quota rebuilt around installed-base density needs campaigns segmented the same way, and campaigns segmented that way need a quota structure that rewards reps for working them.
If sales territories are built around installed-base density but marketing campaigns target accounts on different criteria, which one tells the rep what to prioritize?
Want to align your territory model and campaign segmentation to the same framework? Request a working session with Axtria's Commercial Excellence team.
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