Lab Instruments & Supplies

Define Your Value Proposition

Develop the Right Go-to-Market Model to Support Innovation and Collaboration

Life sciences accounts for the largest share in the analytical instruments industry, encompassing a wide range of technologies and applications. For firms providing these resources to labs, they play a pivotal role in helping lead the charge toward a future where analytical laboratories operate seamlessly and are empowered with cutting-edge technologies.

There are significant opportunities to grow both general instrument applications and niche research systems. But manufacturers must also take proactive measures to alleviate any challenges facing the current laboratory environment through innovation and collaboration.

What are the most significant issues confronting your customers? Are you providing a value proposition that differentiates your products and services from competitors?

How We Help

  • Revenue Motions: Defining the optimal messaging around your value propositions is imperative to improve customer satisfaction and retention rates. Alexander Group conducts customer research, combining deep go-to-market knowledge with research design excellence to capture the key data points and help customers generate actionable insights.
  • Coverage Models: Emerging customer needs and pain points are prompting an adjustment to current coverage models. Although there are signs showing a positive return in research markets, applied markets and programmatic M&A, organizations have also cut investments in commercial teams to improve SG&A. Alexander Group can help leaders determine the right roles and account coverage strategies to align resources with customer, product and industry segments.
  • Talent: With lab staffing shortages, it’s imperative that lab instruments and supplies manufacturers are providing skilled and knowledgeable talent to service customers. Oftentimes, specialists are needed to educate and train customers on new technologies and devices. Alexander Group works with your organization to align your talent infrastructure to company objectives backed by clear design, roles and responsibilities.
  • Marketing: Identifying new end-market opportunities and buying groups while addressing challenges in demand generation and revenue conversion opportunities are key to optimizing your marketing engine. Alexander Group conducts a comprehensive assessment of your marketing organization to ensure you have effective marketing activities and campaigns in place, are leveraging the right channels and are using the proper data, tools and processes to deliver clear and quantifiable results.
  • Revenue Operations: Developing a best-in-class revenue operations function to effectively and efficiently maximize the return on your revenue-generating investments is imperative. Alexander Group can help you develop a strong revops capability that allows you to scale and increase productivity across marketing, sales and service.
  • Sales Compensation: Creating incentive plans that align your selling resources with corporate objectives not only motivates sellers but also grows your business profitably. With our powerful set of industry benchmarks, Alexander Group partners with you to assess, align, design and implement robust sales compensation programs.

Participate in Our Research

Briefing Offers

Upcoming Life Sciences Events

  • Navigating the EU Pay Transparency Directive: Future-Proofing Sales Compensation for 2026 and Beyond

    Virtual Roundtable

    The EU Pay Transparency Directive—effective by June 7, 2026—will be a transformative regulation that reshapes sales compensation practices across Europe, aiming to close gender pay gaps through pay transparency and audits.

    Our next virtual roundtable is designed to explore the directive and its impacts. Drawing from Alexander Group’s expert analysis, this complimentary session will guide organisations through the directive’s requirements, timelines and strategic consequences.

    Why should this matter to you?
    Any type of non-compliance leads to significant legal, financial and reputational risk, including compensation claims and potential fines. If you want to make sure your organisation is ready for the EU Pay Transparency directive, you’ll require a complete review of sales compensation structures, data management and HR processes to fix pay gaps.

    This roundtable will include:
    -Directive Overview: Understand the core obligations organisations must meet to comply with this directive, including pre-employment transparency, employee information rights and annual gender pay gap reporting for organisations with over 100 employees.
    -Timeline and Compliance: Learn about critical milestones, from legislative approval to mandatory reporting deadlines, and what your organisation needs to do to prepare.
    Operational Impact: Discover how increased transparency affects talent attraction, retention and collective action—and why clear job architecture and pay structures are now essential.
    -Strategic Solutions: Explore how Alexander Group’s offerings in job architecture design, pay-level benchmarking and sales compensation design can help leaders ensure compliance and even gain a competitive advantage.
    -Interactive Q&A: Engage with experts on readiness, job role clarity, pay philosophy and data management for equal pay scrutiny.

    Join us to gain actionable insights to confidently navigate regulatory changes, close gender pay gaps and build a transparent, equitable workplace.

    • Wednesday, March 11, 2026
      4:00 p.m. – 5:00 p.m. GMT
    • Virtual

  • B2B Marketing Executive Webinar: Beyond Intuition

    Webinar

    During this complimentary webinar, Alexander Group’s Marketing Services practice leaders will walk through the common pitfalls of intuition-based profiling and show you how to build comprehensive, actionable customer profiles that marketing, sales and account management teams can use immediately. You’ll leave with practical frameworks for leveraging both qualitative insights and quantitative data to identify and target your highest-value customers.

    • Thursday, March 26, 2026
      2:00 p.m. – 2:45 p.m. ET
    • Virtual

  • B2B Marketing Executive Webinar: Accelerating Growth

    Webinar

    Join Alexander Group’s Marketing Services practice leaders to break down what these leading organizations are doing differently and provide actionable recommendations for elevating your own marketing investments. Whether you’re looking to optimize your current operations or make the case for new resources, you’ll gain insights into how to structure your team and investments for maximum impact.

    • Tuesday, March 31, 2026
      2:00 p.m. – 2:45 p.m. ET
    • Virtual

  • Life Sciences: Unlock 2026 Commercial Growth Intelligence

    Virtual Roundtable

    Explore 2026 Sales Pulse Survey insights for Life Sciences revenue leaders

    Join a virtual roundtable where Alexander Group’s Life Sciences experts reveal the latest findings from the 2026 Sales Pulse Survey, the industry’s annual benchmark for growth expectations, commercial investments, AI adoption and revenue operations maturity.

    As 2026 commercial execution begins, leaders are reassessing priorities, investments and productivity levers. This session equips leaders with data‑backed insights on growth goals, sales expense trends, headcount plans, go-to-market (GTM) investments, AI enablement and the shifting expectations for commercial teams across pharma, pharma services and life sciences tools.

    Who Should Attend:
    C-suite executives and senior commercial leaders across life sciences, biotech, pharma, pharma services and life sciences tools, including SVPs and VPs of commercial, revenue, sales, marketing, service, RevOps and strategy.

    By attending, you’ll gain clarity on: 
    -2026 Revenue Growth Outlook: How leaders are setting their targets for the year. 
    -Commercial Investment Priorities: Where organizations plan to increase or decrease spending across sales, marketing, service and headcount. 
    -AI Adoption Patterns: How executives are enabling AI, ML and GenAI across marketing, sales, service and RevOps. 
    -Top 2026 Strategic Levers: Where leaders are placing their bets: new channels, pricing models, geographic expansion, productivity initiatives and more. 
    -Benchmarking Against Your Peers: Understand how your organization compares across growth strategies, productivity priorities and technology investments. 

    Speakers: Craig Ackerman and Sean Higgins

    Seats are limited to foster candid discussion. Please register with your corporate email. We’ll confirm attendance within 24 hours.
    We look forward to seeing you at the roundtable!

    • Tuesday, April 7, 2026
      11:00 a.m. – 12:00 p.m. ET
    • Virtual

  • Revenue Operations Symposium

    Virtual

    The 2026 Revenue Operations Symposium is designed for leaders and practitioners who are shaping the future of commercial operations. This year’s virtual event brings together the latest research, actionable insights and practical strategies to help you:

    -Lead Teams Through Change: Explore how AI is transforming sales enablement and what it takes to guide teams through evolving commercial landscapes.
    -Multiply Productivity: Discover new approaches to territory and quota design, and how strategic planning can unlock greater performance.
    -Advance RevOps for Scale: Learn how to evolve your RevOps function to support growth, adaptability and cross-functional collaboration.
    -Harness Advanced Analytics: See how AI and machine learning are driving customer engagement, segmentation and growth opportunities.
    -Accelerate Innovation: Dive into best practices for new product development, partner programs, and incentive design to maximize ROI and market impact.

    • Wednesday, April 15, 2026 –
      Wednesday, April 15, 2026
    • Virtual

  • Women Revenue Leaders Forum

    St. Regis Hotel | Chicago, IL

    Join hundreds of women senior sales, marketing, commercial and operations leaders to share stories of transformation, connect 1:1 virtually, and take away actionable ideas.

    • Tuesday, May 5, 2026 –
      Wednesday, May 6, 2026
    • St. Regis Hotel | Chicago, IL

  • Sales Compensation Symposium: Virtual

    Industry Focus: All

    Revolutionize your approach at the #1 event for sales compensation professionals and all executives who care about sales comp. Designed specifically for senior executives, join industry peers and renowned experts to gain exclusive access to cutting-edge research, emerging trends, real-world case studies and proven best practices in governance, design and administration.

    • Tuesday, August 11, 2026 –
      Tuesday, August 11, 2026
    • Virtual

  • Sales Compensation Symposium: Chicago

    Industry Focus: All

    Revolutionize your approach at the #1 event for sales compensation professionals and all executives who care about sales comp.
    Designed specifically for executives in HR, Compensation, Sales and Revenue Operations that want to use sales comp more effectively.

    Industry Focus: All

    • Thursday, August 27, 2026 –
      Thursday, August 27, 2026
    • Chicago

  • Executive Forum

    St. Regis Hotel | Chicago, IL

    Join senior sales, marketing, commercial and operations leaders to share stories of transformation, connect 1:1 virtually and take away actionable ideas.

    • Wednesday, September 30, 2026 –
      Thursday, October 1, 2026
    • St. Regis Hotel | Chicago, IL

The Art of Sales Coverage

Discover how leaders are reconfiguring go-to-market models to ensure the right roles and account coverage resources are in place.

Practice Leadership

Arshad Carim-Alexander Group
Arshad Carim Partner
Sean Higgins-Alexander Group, Inc.
Sean Higgins Principal
Raj Sharan Principal
Ann Marie Verhamme-Alexander Group, Inc.
Ann Marie Verhamme Principal

Alexander Group Can Help

How can you provide value to customers to differentiate your products and services from competitors?

Contact Us