Veracyte Sharpens Its Approach to Sales with Digitized Readiness Programs

Challenges• Multiple product launches required rapid rollout of detailed

technical knowledge and sharp messaging• Rapidly growing sales team required targeted content for both

new hires and on-going content for existing sales team• Offline training content was hard to update and lacked a

mechanism to track review, retention and fluency across a growing team with diverse tenure

About Veracyte• A pioneering genomic diagnostics company that provides

trustworthy and actionable answers to improve patient care• Created seven genomic tests that transform the diagnosis of

thyroid cancer, lung cancer, and idiopathic pulmonary fibrosis• Customers include physicians and healthcare specialists

Solution• Digitize sales readiness programs for training• Bite-sized, focused learning programs available in various

formats – including video and audio – for increased relevance, convenience and engagement

• Reinforced learning with quizzes and assessments• Access enablement programs and content on mobile – anytime,

anywhere

Benefits• Quickly create digital updates and bite-sized content, resulting

in less administrative overhead and easier consumption of training materials

• Improved enablement retention with reinforcement exercises and on-demand learning to refresh knowledge

• Ensure sharper and consistent messaging across the team, leading to more engaging sales calls and positive sales growth

• Easily track and manage readiness engagement with in-depth analytics

• Match speed-to-scale with digitized onboarding• Improve messaging with recorded presentations to benchmark

excellence

CASE STUDY

“Veracyte is a leader in cancer genomics and our field sales team is expected to have the most up-to-date clinical and product knowledge when engaging with our physician customers. We launched MindTickle to augment ourin-person training efforts and provide continuous learning to our field sales team that is dispersed across the U.S. MindTickle has proved tremendously valuable in our effort to distribute easy-to-consume and engaging training content that provides real-time feedback for our team.”

John. W. Hanna Chief Commercial Officer

As they scaled, Veracyte grew their sales team over five times in size to support multiple product launches and market demand. While two sales trainings or onboardings a year used to be enough, the company held four sales training classes in the first half of the year to meet the need of roughly 40 new sales hires.

In the past, sales onboarding and ongoing training were managed manually with PowerPoint presentations and folders filled with technical information. This was no longer practical to deliver training effectively, so Director of Sales Development, Gayle Seely, searched for a solution that would allow Veracyte to:• Onboard new field sales quickly and efficiently• Improve the ability and effectiveness for field reps to learn on their own time• Deliver comprehensive training on new and complex offerings• Ensure their entire team had the right messaging and consistent execution for each product

Rapid Growth Requires a Modern Approach

As Veracyte’s products are technically complex, even the most experienced salesperson needs to learn a wide range of information from genetics to how leveraging the science translates into better patient care in order to sell effectively. Each new product requires field sales to have deep knowledge, appropriate messaging and excellent selling skills to ramp up quickly.

To sell with confidence to healthcare professionals, a key success factor for Veracyte’s salespeople is having a sharp core sales message for each product they sell. Given the large volume of information they need to learn and understand, this can’t be achieved in one training session. MindTickle has given Veracyte the ability to provide a lot of information that field sales can consume at their own pace, when they need it, where they need it.

Unlike traditional training programs, the readiness modules include:• Video and audio programs from subject matter experts• Best practice examples of how core messages and probing questions can be delivered• The ability for field sales to refer back to any material whenever and wherever there is a need

Not every salesperson sells every product at Veracyte, so it’s also important that salespeople are not overwhelmed with unnecessary information. MindTickle allows Veracyte to focus their readiness programs so individuals only see the modules they need.

MindTickle has enabled Veracyte to:• Deliver bite-sized training modules• Allow field sales to learn at their own pace• Reinforce and ensure field sales’ understanding with quizzes and assessments• Define a standardized pass rate to set expectations for field sales• Monitor when to provide one-on-one training with individuals• Provide field sales with in-context tips to sharpen their core message• Segment the training to fit the need of the individual’s responsibility• Monitor compliance by tracking who has completed each module

Consistent and Sharp Messaging Is Key to Veracyte’s Success

Looking to the future, Veracyte is planning to roll out more readiness programs to grow the capability of their expanding sales team. These include:• Checklists to manage sales training programs• Oral certifications to benchmark and ensure

consistent messaging• Video role-plays to demonstrate and sharpen

knowledge

With the foundations now in place, Veracyte is poised to take their sales training to the next level as they scale. To learn more about Veracyte, visit www.veracyte.com.

The Future Looks Bright for Veracyte

mindtickle.com | US: +1 (800) 231-5578 | sales@mindtickle.com

About MindTickleMindTickle provides a comprehensive, data-driven solution for sales readiness and enablement that fuels revenue growth and brand affinity. Its purpose-built applications, proven methodologies, and best practices are designed to drive effective sales onboarding and ongoing readiness. With MindTickle, company leaders and sellers can continually assess, diagnose and develop the knowledge, skills, and behaviors required to effectively engage customers and drive growth. Companies across a wide range of industries use MindTickle's innovative capabilities for on-demand, online training, bite-sized mobile updates, gamification-based learning, coaching and role-play to ensure world-class sales performance. MindTickle is a global, privately-held company headquartered in San Francisco, CA.

“Our sales team has totally embraced MindTickle. They love it and look forward to it. It's easy for them to access on Salesforce and they can use it on their phones. They can even listen to a presentation while they're driving and rehearse their messaging.”

Gayle Seely Director of Sales Development