What We Do

Commercial Excellence in Life Science

Driving Sustainable Growth in Life Science Service Providers

Growth isn’t just about hitting numbers. In life science and clinical trials, success depends on aligning people, culture, and compliant operations around what clients truly need. With nearly three decades of global leadership experience, I help CROs and life sciences service providers increase win rates, shorten sales cycles, and create predictable revenue streams—while building organizations that thrive long term.

Even the most capable CROs and service providers face recurring obstacles:

  • Low hit rates despite heavy investment in proposals

  • Long, unpredictable sales cycles that miss quarterly targets

  • Declining win rates and flat revenue momentum

  • Misaligned teams and operating models, leading to inefficiency

  • High staff turnover and loss of organizational knowledge

  • Thought leadership that doesn’t convert into pipeline

  • Clients perceiving high switching risk and sticking with the status quo

Left unresolved, these issues not only stall growth but put customer relationships and investor confidence at risk.

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The Solution:
Commercial Excellence That Delivers

I bring a Commercial Excellence Check designed specifically for the regulated, multi-stakeholder world of drug development and life sciences services. Together, we:

  • Diagnose and Prioritize: Assess pipeline quality, proposal effectiveness, and sales processes, then identify quick wins and structural gaps.

  • Fix Fast: Upgrade proposals, introduce risk-mitigation proof points, and redefine sales stages with clear exit criteria.

  • Build Uniqueness: Clarify your differentiation, align messaging with regulatory realities, and strengthen your evidence base.

  • Embed for Impact: Coach live deals, create governance structures, and ensure smooth post-signature execution to grow repeat business.

The result: higher win rates, efficient sales cycles, and a sales engine that is predictable, scalable, and aligned with client needs.

How We Can Work Together

Mini-Diagnostic

A focused review of 3–5 past deals to identify hidden patterns and quick improvements.

Includes:

  • Analysis of client interactions, lead generation, and opportunity intake

  • Review of proposal quality and bid pursuit process (BPM)

  • Post-BPM activities, decision criteria, and follow-up practices


Best for: Companies seeking an entry point to uncover gaps and spot fast opportunities.

Quick-Fix Sprint

A short, intensive program to build momentum and lift win rates on live deals.

Includes:

  • Updated sales process with clearer stages and exit criteria

  • Refreshed proposal and pursuit presentation pack

  • Two live deal reviews with coaching sessions


Best for: Teams that need immediate improvements and fast results.

Commercial Excellence Diagnostic

An end-to-end assessment to create alignment, clarity, and a concrete 90-day plan.

Includes:

  • Full pipeline, ICP, and rejection reasons

  • Prioritized roadmap with clear focus areas

  • Stakeholder mapping templates and sponsor strategy

  • Evidence and case study library for credibility


Best for: Organizations needing structure, alignment, and predictable execution.

Growth Sales Operating Procedure

A comprehensive rollout to embed durable, cross-region sales excellence.

Includes:

  • Full diagnostic plus rollout of upgraded procedures and governance

  • Implementation workshop to embed practices

  • Regular deal reviews and enablement sprints

Best for: Teams seeking long-term differentiation and reliable, scalable growth.

Advisory Retainer

Ongoing partnership to guide executives and boards through critical growth phases.

Includes:

  • Monthly deal and forecast reviews (8h/month)

  • Quarterly evidence pack refresh

  • On-call guidance for pursuits, closing strategies, and negotiations (20h/month)

Best for: Leadership teams needing continuous, expert support during expansion, M&A, or product launches.

Who is this for?

This work is designed for executive teams in life sciences service providers—particularly CROs and adjacent organizations supporting drug development and commercial excellence.

It’s for companies that:

  • Struggle with low win rates and long, unpredictable sales cycles

  • Face misaligned teams and operating models that slow momentum

  • Experience high staff turnover and risk of losing client trust

  • Invest heavily in proposals and thought leadership, but see little impact on pipeline

  • Need to differentiate in a highly competitive and regulated market

If your organization wants to transform commercial performance into a predictable, scalable growth engine, Commercial Excellence is built for you.

Why Work With Us

Traditional Consulting

Handling Internally

Structured, Proven Framework

Identifies Bottlenecks Quickly

Hands-on Implementation Support

Focus on Practical Execution

Resource-Efficient for Your Team

Tailored to SMEs

Affordable compared to Big Firms

Annika Zetterström

PARTNER

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Meet Annika

During 28 years in Life Science industry and global contract research organisations, I have built and led teams,
through Merger and Acquisitions, Re-structuring and Changes always with the focus to grow business and
increase customer loyalty.  
 
With decades in Business Development in global service organisations I understand the importance of cultural differences
and the need of “everybody is in sales” mentality. With strong client focus and consultative sales approach I have formed
solutions meeting client’s needs and aligned project teams and functions to deliver it efficiently and effectively. This has
resulted in many strong partnerships program and long-term customer relations that I have formed and governed.  
 
I am passionate about continuous learning, innovation and people development and helping organisations to thrive in an
environment that is getting more complex and competitive every day.  

Frequently Asked Questions

No. Whether you are taking your first steps abroad or already operate across regions, the Commercial Excellence Check is designed to meet you where you are. We tailor the diagnostic to your current maturity level and growth ambitions.

 

It depends on the engagement. A Mini-Diagnostic or Quick-Fix Sprint delivers tangible improvements in a matter of weeks, while a full Commercial Excellence Diagnostic or Growth SOP rollout creates the foundation for long-term, scalable growth.

Not at all. Commercial Excellence goes far beyond training—it’s about building the right strategy, processes, governance, and cultural alignment so your organization can consistently win business and grow predictably.

Unlike generic consulting approaches, our methodology is tailored to regulated, multi-stakeholder environments. We integrate compliance and regulatory considerations into every stage of your commercial strategy and operations.

Scientific expertise is necessary but not sufficient. Without strong commercial execution, even the best science may not translate into revenue. We help you connect your capabilities to what clients value most, building both differentiation and trust.

Our approach is pragmatic. We identify quick wins that can boost momentum without overwhelming your organization, while also helping to embed long-term processes that actually reduce complexity over time.

Start with a free consultation. We’ll explore your challenges, assess your current situation, and outline the engagement model that best fits your needs.

Disclaimer

The consultants (B&P Partners) featured here operate as independent service providers. Brandt & Partners assumes no responsibility or liability for the accuracy, completeness, or quality of the content displayed, nor for any actions or outcomes resulting from services provided independently by these consultants.