Dr. Barbara Kinnaird is CEO of Response Biomedical, a point-of-care testing solution helping to diagnose acute diseases. A microbiologist by trade, Barb stepped in as CEO after a significant company downsize, and she soon discovered there were many other problems in the business that needed fixing.
One of the big ones? Lack of clarity on who the core customer is.
Research in this area led Barb (and the company) to a huge mindset shift: from focusing on product features and end users, to concentrating on channel partners.
"I think we're on the right path with the core customer being the channel partner," says Barb. "It's a little bit differentiated in this industry, so I think it helps us because they feel the love." During this episode of Sales Talk for CEOs, you'll learn about Barb's journey, including moving from public to private, finding investors, and trying to understand sales. You'll also find out how Barb has restructured Response Biomedical to support channel partners and compete with big companies in this fast-paced field of medicine.
Highlights
3:30 From microbiologist to product development to CEO
8:24 We've got some problems to fix…
12:07 Who are we selling to? A shift in focus to channel partners
22:26 Setting up a system to support channel partners
28:56 On the horizon: showing more love to channel partners, a streamlined product
33:04 Growing as a CEO
Quote
"When you aren't really sure about how to do sales, you're going to be agile, and you're going to move, and you're going to try again because you don't have a preset way."
Connect with Barb Kinnaird in the links below:
Website: https://responsebio.com/
LinkedIn: https://www.linkedin.com/in/barbkinnaird/
You can learn more about and connect with Alice Heiman in the links below:
Website: https://AliceHeiman.com
LinkedIn: https://www.linkedin.com/in/aliceheiman/
Going from the Wild Wild West to Sales Structure with Michael Katz
The CEO's Role in Sales: 2nd Anniversary Edition with Alice Heiman
The Danger of CEOs Undermining Sales with Larry Mandelberg
Companies are bought, they are not sold with Tracy Young
Case Studies Close Deals with Julian Lumpkin
Navigating the Future of Partner Selling with Cassandra Gholston
Scaling Your Sales Through Customer Retention
Usings AI To Gain A Competitive Edge In B2B Sales
What Titans of Tech Teach Us About Growing Sales Teams
How to maximize revenue growth with SalesOps
How Mission-Driven Companies Benefit From Founder-Led Sales
A Customer-Success Driven Sales Strategy
Better Prospecting Leads To More Sales Conversations
The Art Of Scaling A Sales Team
Building and Implementing Scalable Processes
How To Hire The Right Sellers In An Early Stage Company
The Secret to Predictable Growth through Building a Personal Brand
Move Deals Through Your Pipeline With The Centricity Model
Strategies To Gain An Unfair Advantage
How This CEO Bootstrapped A Sales Team
Create your
podcast in
minutes
It is Free
The emPOWERed Half Hour
Organic Marketing Simplified: Effective podcasting strategy for growth and monetization
THE GO BIZ GUY
The Sigma Femme Podcast
The Prof G Pod with Scott Galloway
The Tim Ferriss Show