Case Study: Affymetrix boosts revenue and doubles stock price with Challenger Sales

Change the Sales Conversationto Avoid Commoditization

Affymetrix, a biotechnology company, faced growing cost pressures, economic uncertainty, and increasing competition that pushed revenue down from $330 million in 2007 to $267 million in 2011. To address the risk of commoditization and improve how its sales organization engaged customers, the company worked with Challenger on sales transformation and insight-driven messaging.

Challenger helped Affymetrix develop Challenger Messages for key market segments and products, then rolled out global training across North America, EMEA, and Asia, supported by coaching and an internal Challenger champion. The results included a revenue rebound to $330 million in 2013, improved performance versus industry peers, stronger morale, and a doubled stock price from $4.31 to $8.66.

Affymetrix

David Weber

Former Vice President and Chief Commercial Officer