“I strongly recommend Jeff as someone that has the experience, know-how and track record of success to help build and grow a successful sales/support/marketing organization. He brings a very strong work ethic, expertise in the field, leadership and strong communication skills to his work.”
-Erik Wallden, President and CEO, Gyros AB


  • European start-up seeking commercial presence in North America
  • Joined pre-product launch: No revenues and only one US Beta Test Site



  • Set up US Subsidiary then Establish Market Presence AND Credibility of new European entity in crowded North American Genetic Analysis market
  • Determine North American market opportunity for Strategic and Ogranizational Planning
  • Design Organizational structure, size and composition needed for Launch, Adoption an Long-term Growth
  • Create Commercial Organization capable of attaining revenue targets to support an IPO


Step One: Defining Needs, Roles, Competencies and Strategy

  • Determine appropriate strategy for early penetration of North American market
  • Define Roles, Competencies, Characteristics and Structure needed to successfully launch execute that strategy


Step 2: Building Team, Launching Product

  • Hire initial sales and support personnel in key biotech geographies for “Phase I”: Launch
  • Create cross-functional team of Sales, Scientific Personnel and Marketing
  • Develop Messaging, Value Proposition and Sales Strategy
  • Determine most effective sales and market development process to create recognition and product uptake
  • Continuously assess changes in the market and implement appropriate responses to those changes as needed


Step 3: Building for Increased Adoption

  • Expand Team to enhance sales coverage, customer support/success and build awareness and recognition
  • Begin Marketing Programs: Trade shows, User meetings, Workshops, Demonstrations, Mailings, Emailing,  etc.


Step 4: Re-Organizing for Long-Term Success
  • Create marketing team focused on North American tactical marketing
  • Expand US team to include sales regions with Regional Managers and FAS to enhance visibility and coverage
  • Develop Applications Lab for Demonstrations, Customer Samples, New Application Development and In-house customer training


  • Achieved Sales Success and Built Brand in North America: Recognized as a top tier company in North America in GEN Survey (#5 of more than 25 in SNP market)
  • Company Raised US$90M in 2001 IPO on Swedish Stock Exchange
  • Company recently acquired by large, multinational molecular biology products company