With over 30 years in the life sciences industry, I’ve witnessed the challenges stemming from applying conventional execution-based launch strategies to novel, disruptive technologies that are not yet ready to scale. Often the aggressive push for immediate revenue growth results in driving the sales team to execute with unproven, unvalidated models. This all-to-common situation leads to product revenue underperformance during high operational burn. The Genome Startup Report calls this error "premature scaling" and notes that it is the most common factor (70%) in startup failures. 

 

My work has revealed that the missing link is in identifying the repeatable process (RSP) required by a professional sales organization to scale sales.  In my experience with innovative products, conventional sales growth strategies can delay or prevent the discovery of the RSP, ultimately resulting in erosion of enterprise valuation. 

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-Chris Morrison, ViaVerus