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.
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
"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:
You can learn more about and connect with Alice Heiman in the links below: