Life Sciences Sales Lab

You Don’t Have a Salesforce Problem. You Have a Process Problem.Before you sign that next CRM, CPQ, MarTech, or sales enablement contract, stop and ask: Is the technology actually the problem?In this episode of the Life Sciences Sales Lab, Dr. Shannon Gregg shares the three things she tells clients to do before buying new sales technology:1.Define your process before you shop. If your sales process isn't clear, a new system will only make the confusion more expensive.2.Build a real vendor scoring matrix before the demos. Don't choose the vendor with the slickest interface or best sales pitch. Evaluate them against your actual business, regulatory requirements, integrations, edge cases, and total cost.3.Build your adoption and training plan before you sign. Successful implementation isn't just about going live. It's about getting your team to actually use the system.4.Drawing from years of sales operations and CRM implementation experience across biotech, medtech, pharma services, and clinical technology, Shannon breaks down what smarter buyers should do before they commit to another expensive platform.If you're evaluating sales tech right now, this episode might save you from an expensive mistake.

In this episode of the Life Sciences Sales Lab, Dr. Shannon Gregg sits down with Nick Focil, CEO of FOMAT Medical Research and President of Hypercore International, to explore how AI is reshaping sales in 2026.Nick shares why the rapid adoption of AI-driven outreach may be creating a new problem: sales is becoming saturated with messages that feel automated and impersonal.The conversation explores the balance between the art and science of sales, why authentic human interaction may become a bigger competitive advantage, and how AI can handle efficiency and scale while salespeople focus on the moments where being human truly matters.Key topics:• The impact of AI on sales in 2026• Why AI-generated outreach is becoming easier to recognize• The return of genuine human connection• Using AI to support—not replace—the human element• How salespeople can stand out in an increasingly automated world• Why AI could ultimately create more demand for human salespeopleGuest: Nick Focil, CEO of FOMAT Medical Research and President of Hypercore International

What does it take to lead commercial innovation in today's rapidly evolving life sciences industry?In this episode of Life Sciences Sales Lab, Dr. Shannon Gregg sits down with Sheila Rocchio, Chief Marketing Officer at Sertara, to explore the future of commercial excellence. From the evolution of clinical trials and patient-centric innovation to AI-driven decision-making, Sheila shares lessons from decades of experience leading marketing and commercial strategy.Together, they discuss:How AI is reshaping life sciences beyond the hypeWhy sales, marketing, product, and scientific teams must work as oneTurning data into meaningful commercial actionThe future of buyer intent, customer intelligence, and growthLeadership lessons from navigating decades of industry transformationWhether you're in life sciences sales, commercial leadership, marketing, or simply curious about the future of AI in healthcare, this conversation is packed with practical insights and forward-looking perspectives.Guest: Sheila Rocchio, Chief Marketing Officer, Sertara

In this episode of Life Sciences Sales Lab, Dr. Shannon Gregg sits down with technology leader and human-first advocate Scott Stafford to explore what it really means to succeed in sales during the age of AI.While artificial intelligence is transforming every industry, Scott argues that our greatest competitive advantage isn't technology—it's our humanity. Together, they discuss why authentic relationships, curiosity, empathy, and focusing on meaningful outcomes will always outperform transactional selling.Whether you're in life sciences, healthcare, or B2B sales, this conversation offers practical insights on embracing innovation without losing the human connection that drives trust and lasting success.In this episode, you'll learn:• Why AI should enhance—not replace—human relationships• How authenticity builds stronger customer trust• The importance of outcome-driven selling• Why curiosity is a sales superpower• How to stay adaptable in rapidly changing markets• What the future of healthcare and life sciences sales looks likeTune in for an inspiring conversation on balancing cutting-edge technology with genuine human connection.Connect with Scott on LinkedIn: https://www.linkedin.com/in/scott-stafford-info/x

In this episode of Life Sciences Sales Lab, Dr. Shannon Gregg is joined by Karen Tkaczyk, Ph.D., growth leader at Vista Tech Life Sciences, to explore what it really takes to build trust and drive growth in today's global life sciences industry.Karen shares how language, regulatory compliance, and localization play a critical role in bringing therapies and innovations to markets around the world. Together, they discuss why selling in life sciences is fundamentally different, how AI is changing sales outreach, and why authentic relationships matter more than ever.From navigating global content challenges to balancing technology with genuine human connection, this conversation is packed with practical insights for sales professionals, marketers, and leaders across the life sciences ecosystem.In this episode you'll learn:• Why compliance is a core part of the sales conversation.• How global content and localization impact commercial success.• The opportunities—and limitations—of AI in sales.• Why trust remains the strongest competitive advantage.• Actionable advice for building lasting customer relationships.Whether you're in pharma, biotech, medtech, or life sciences services, this episode offers valuable perspectives on succeeding in an increasingly AI-driven world.Connect with Karen on LinkedIn: https://www.linkedin.com/in/karentkaczyk/

In this episode of Life Sciences Sales Lab, Dr. Shannon Gregg sits down with Hamid Ghanadan, founder of Linus and author of Not Buying It, to unpack one of the biggest challenges in sales: why people hesitate to buy even when the value seems obvious.Hamid shares his philosophy of “finding the third way” — looking beyond black-and-white thinking to better understand human behavior, decision-making, and the hidden barriers that stop customers from taking action.From buyer psychology to market adoption challenges, this conversation is packed with insights for sales leaders, marketers, and innovators in life sciences looking to build stronger customer connections and create strategies that actually work.

In this episode of Life Sciences Sales Lab, host Shannon J. Gregg sits down with Brittany J. Bell for a powerful conversation on career growth, mentorship, and the often-overlooked importance of business development in the life sciences industry.Brittany shares her journey from a background in medical laboratory science into the business side of healthcare, highlighting how professionals can leverage scientific expertise beyond the lab. Together, they explore why mentoring and coaching play such a critical role in long-term success and how strong business development skills can create new opportunities in an industry where technical knowledge alone isn’t enough.Whether you're a life sciences professional, sales leader, or someone navigating career growth in healthcare, this episode offers practical insights on building a career with impact.Key topics covered:• Transitioning from science to sales• Why mentorship accelerates career growth• The role of coaching in professional development• Business development strategies in life sciences Building a career beyond technical expertise

This week on the Life Sciences SalesLab podcast, Dr. Shannon Gregg explores one of the biggest conversations shaping business today — artificial intelligence. As AI rapidly transforms content creation, life sciences organizations are discovering new opportunities to improve efficiency, personalize communication, and accelerate marketing execution. But in an industry built on scientific accuracy, compliance, and trust, an important question remains. How do organizations embrace innovation without compromising responsibility? In this episode, Shannon discusses the opportunities, risks, and bigger questions surrounding AI-generated content in life sciences marketing.

Compliance is often viewed as a hurdle—but in the life sciences industry, it can be one of the most powerful sales tools available.In this episode, Dr. Shannon Gregg explores how successful sales professionals use compliance, credibility, and industry expertise to build trust, educate buyers, and drive adoption of innovative solutions. The conversation covers the challenges of selling into highly regulated environments, creating demand for new technologies, simplifying complex concepts, and balancing compliance with commercial growth.Discover why the most effective life sciences sales professionals don't just sell products—they help organizations navigate change while staying compliant and focused on better patient outcomes.

Why do nearly two-thirds of healthcare and life sciences product launches fail, even when the technology is groundbreaking?In this episode of the Life Sciences Sales Lab, host Shannon J. Gregg sits down with Holley Miller, founder and president of Gray Matter, to explore the critical gap between innovation and adoption.Drawing from more than 20 years of experience in life sciences marketing and commercialization, Holley explains why "if you build it, they will come" is one of the most expensive assumptions companies make. She shares practical insights on how organizations can engineer market belief, create demand before launch, and position their innovations as must-have solutions rather than nice-to-have products.Key topics include:Why healthcare product launches failThe psychology behind market adoptionCreating belief before commercializationAligning sales, marketing, and medical education teamsLessons from the early days of surgical roboticsBuilding sustainable growth trajectories for life sciences companiesIf you're involved in medical devices, biotech, pharmaceuticals, healthcare innovation, or life sciences sales and marketing, this conversation delivers actionable strategies to help your next launch succeed.

In this episode of the Life Sciences Sales Lab, Dr. Shannon Gregg sits down with Darshan Kulkarni — attorney, pharmacist, educator, and one of the most fascinating minds in the life sciences industry. From being a 6th-generation pharmacist to building expertise across law, compliance, business, and healthcare, Darshan shares his unique journey and deep insights into the evolving world of pharmaceutical sales and marketing.The conversation dives into the intersection of innovation, regulation, compliance, and commercialization in life sciences. They explore how modern sales and marketing teams can thrive in highly regulated industries, why intellectual curiosity matters more than ever, and how compliance can actually become a competitive advantage instead of a limitation.If you're in pharma, biotech, healthcare marketing, medical affairs, or life sciences sales — this episode is packed with insights you won’t want to miss.

What happens when you can’t attend the conference you’ve been dreaming about?For Eric Dreshfield, the answer was simple: create his own.In this inspiring episode of the Life Sciences Sales Lab, host Shannon J. Gregg sits down with Salesforce legend Eric Dreshfield to explore how authentic relationships, curiosity, and community-building transformed his career.Eric shares his remarkable journey from attending local Salesforce user groups to founding Midwest Dreamin'—a grassroots conference that sparked a worldwide movement of Dreamin’ events. Along the way, he reveals how networking led directly to career opportunities in life sciences and why helping others has become the cornerstone of his personal brand.This episode is packed with practical insights for anyone looking to grow their career, expand their network, and turn one idea into a lasting impact.

In this episode of Life Sciences Sales Lab, Dr. Shannon Gregg is joined by Natalie Bulger to perform a forensic analysis of the VA’s $16 billion EHR transformation. For a sales executive, a signed contract is only the beginning; the real battle is surviving the "Last Mile" of implementation where fragmented leadership and "shadow workflows" can derail even the most strategic enterprise win.Natalie shares "war stories" from the front lines of the VA rollout, offering a masterclass in identifying the hidden organizational landmines that turn a flagship deal into a "Hamster Wheel" of endless technical debt. If you are selling eClinical or healthcare technology to complex, multi-layered organizations, this conversation is your blueprint for protecting your footprint and ensuring long-term account viability.Key Takeaways for Sales Leaders:The "Shadow" Org Chart: Why selling to the C-suite isn't enough if you haven't mapped the disconnected IT silos that actually control the "Go-Live".M&A and Leadership Volatility: How to "insulate" your deal against the leadership turnover that frequently follows a major acquisition or contract award.The "Anti-Agile" Reality: Why rushing a Minimum Viable Product (MVP) into a clinical setting is a recipe for "Defiant Adoption" and lost renewals.Closing the Value Gap: Moving the conversation from "Software Features" to "Risk Mitigation" to ensure your tool remains a "must-survive" asset during budget cuts.

In this episode of the Life Sciences Sales Lab podcast, Shannon explores one of the biggest conversations shaping commercial organizations today: AI in life sciences sales.With constant pressure to move faster, improve execution, and stay competitive, artificial intelligence is becoming impossible to ignore. But amid all the excitement, what’s actually delivering value—and what’s simply industry hype?This episode breaks down: • Where AI is genuinely improving commercial performance • Why productivity and prioritization matter more than flashy tools • The biggest misconceptions leaders should avoid • How adoption, trust, and execution still determine success • Why human relationships remain the foundation of life sciences salesIf you're a commercial leader trying to separate meaningful innovation from noise, this conversation offers a practical perspective on how organizations can use AI thoughtfully in 2026 and beyond.

In this recap episode of the Life Sciences Sales Lab Podcast, Dr. Shannon Gregg sits down with Rick Ward, Chief Commercial Officer, to explore what it really takes to drive growth and innovation in the fast-evolving life sciences industry. From selling complex, non-commoditized solutions to becoming a trusted advisor in pharma, Rick shares powerful insights on modern sales strategy, change management, and why education is the key to success in today’s market.They also discuss how industry shifts like COVID, decentralized clinical trials, and emerging GLP-1 research are reshaping the commercial landscape—and what sales professionals must do to stay ahead.If you're in life sciences, healthcare, biotech, or B2B sales, this episode delivers practical takeaways on building demand, navigating complexity, and creating real impact.

In this episode of Life Sciences Sales Lab, Dr. Shannon J. Gregg explores the ROI of trust and why it has become one of the most valuable assets in enterprise sales.As pricing pressure increases and products become harder to differentiate, trust plays a critical role in influencing buying decisions, strengthening partnerships, and accelerating long-term growth.Tune in to learn how sales leaders can shift conversations from product features to measurable outcomes, build stronger client confidence, and win in a competitive market.

Sales teams are under constant pressure—targets, timelines, and now, continuous change.In this recap episode, we break down key insights from a conversation with Angela, focusing on why sales teams resist change, how sales operations is often misunderstood, and what actually drives real adoption.From shifting perception to building simple, repeatable habits—this episode highlights what it truly takes to make systems like Salesforce work with your team, not against them.If you're leading sales, working in ops, or driving digital transformation—this one’s for you.

In this episode of The 2026 Strategy Lab, we dive deep into the evolving landscape of CRM, data confidence, and site-centric strategies with Andrew Duncan.As the industry shifts toward smarter, more integrated systems, the question is no longer how much data you have—but how confidently you can use it. Andrew breaks down what “data confidence” really means in 2026, why site-centricity is becoming a game-changer, and how organizations can rethink their CRM strategies to stay ahead.From practical insights to future-forward thinking, this conversation explores:The shift from data collection to data clarityWhy site-centric models are redefining executionThe future role of CRM in a hyper-connected ecosystemWhat leaders must prioritize now to stay competitiveIf you're navigating digital transformation or rethinking your CRM strategy, this episode is your playbook for what’s next.

In this recap episode of the Life Sciences Sales Lab, we break down the most powerful insights from Joe Dustin on what actually drives sales success in pharma.From why clients resist change, to when pre-sales becomes critical, to how to build a high-performing solution consulting team — this episode is a masterclass in modern B2B sales.If you're building, scaling, or optimizing a sales team in a complex industry, this is your playbook.Key takeaways:The real reason pharma clients don’t changeWhen to introduce pre-sales for scaleHow to structure and measure a high-performing sales teamListen full episode on Apple Podcast & Spotify:Scaling Success: The Blueprint for a High-Impact Life Sciences Pre-Sales Team

In this episode, we explore how the sales landscape is shifting and why understanding the buyer’s perspective has never been more important.Joining us is the author of The Buyer’s Way, who shares insights on how successful sales teams adapt to modern buying behavior.We discuss:Why traditional selling approaches are becoming less effectiveHow today’s buyers make decisions differentlyWhat sales teams can do to build trust and deliver real valueThis conversation offers practical insights for anyone involved in B2B sales, commercial strategy, and life sciences selling.If you're looking to improve how you connect with buyers and close meaningful opportunities, this episode is for you.

In this highlight episode of the Life Sciences Sales Lab, Shannon Gregg revisits three powerful questions from her conversation with Scott Ballenger.Together, they explore what it takes to succeed in the complex world of life sciences sales — from navigating multiple stakeholders to understanding how the industry is evolving, and the lessons Scott would share with his younger self.In this episode, you’ll hear Scott’s perspective on:Selling to multiple stakeholders in complex life sciences dealsThe current state of life sciences sales and go-to-market strategiesThe advice he would give his younger self starting out in the industryThree questions. Three valuable insights into the science of selling to science.

In today’s hyper-digital, post-COVID world, life sciences sales has evolved far beyond traditional playbooks. So why are teams still relying on frameworks designed for selling printers and generic SaaS?In this episode of Life Sciences Sales Lab, host Dr. Shannon Gregg takes a deep dive into the frameworks that have shaped modern sales — from SPIN and Challenger to MEDDIC/MEDDPICC — and puts them under the microscope of top-20 pharma selling.Joined by industry experts, the conversation explores how sales leaders can shift from outdated, script-based approaches to diagnostic, data-driven partnerships that truly move opportunities forward.From building trust in a data-first world to aligning with regulatory, patient, and time-to-market pressures, this episode challenges conventional thinking and offers a smarter way to approach complex enterprise sales in life sciences.If you're a CRO, sales leader, or account executive navigating today’s evolving pharma landscape — this episode will reshape how you think about frameworks, conversations, and closing high-stakes deals.

In this episode of Life Sciences Sales Lab, Shannon dives into one of the biggest shifts happening in modern sales: the death of transactional selling.Featuring powerful insights from James Buckley, Sergio Armani, and Patricia Fripp, this conversation explores how trust, transparency, and true partnerships are redefining success in the life sciences industry. From challenger-sale strategies to human-centric storytelling, the episode uncovers how sales teams can move beyond price-based conversations and build long-term, value-driven relationships.If you want to transform cold data into meaningful partnerships and become a trusted advisor instead of just another vendor, this episode breaks down the exact mindset and frameworks to get there.

In this episode of the Life Sciences Sales Lab Podcast, we dive deep into the intersection of data, decision-making, and innovation in life sciences and technology.Host Dr. Shannon Gregg is joined by Memhet Orun, a seasoned leader with experience across Genentech, Salesforce, and decision science, as they explore how reliable data drives meaningful business outcomes—and sometimes even life-saving decisions. From early master data management experiments to today’s AI-driven world, this conversation unpacks how defining success, measuring value, and building trust in data are essential to driving real impact.Mehmet shares powerful lessons from his career on aligning technology with human needs, embracing experimentation, and applying the “FDA approval principle” to both business and life: focusing on what is more effective, safer, or more meaningful. The episode also touches on leadership responsibility, storytelling in innovation, and how creativity—even through dance—can shape the way we think, work, and connect.If you’re navigating digital transformation, AI adoption, or data strategy in life sciences and beyond, this episode will challenge you to rethink how you define success and deliver value.🎧 Tune in to discover how better data, better questions, and better stories lead to better decisions.

Enterprise sales in life sciences isn’t just about bigger deal sizes—it’s about playing a completely different game.In this episode, Dr. Shannon Gregg sits down with high-energy sales strategist James Buckley, host of the Sell Better Daily Sales Show, to unpack what it really takes to win complex enterprise deals in pharma. From painfully long sales cycles to ever-changing buying committees, James shares real stories from the field—and why SMB and mid-market tactics simply don’t translate at the enterprise level.They also break down practical event strategies that actually work, powerful discovery techniques that surface hidden blockers, and how top enterprise reps are using AI tools like ChatGPT and Claude to sharpen messaging—not replace human selling.If you’re a sales leader navigating large pharma accounts or an AE preparing to step into enterprise, this episode delivers the mindset shift and real-world insight you need to win.

In the high-stakes world of life sciences, many sales teams are busy selling widgets, while top performers are focused on building lasting legacies. When sales becomes reactive, price-driven, and replaceable, it doesn’t just cost deals—it creates the mental fatigue of transactional selling.In this episode, Dr. Shannon Gregg is joined by Sergio Armani, Founder and CEO of ACG Clinical and host of the Pipeline to Partnerships podcast. With 35 years of leadership experience, Sergio shares how he applied Green Beret military strategy to life sciences sales and why he views research coordinators as the true “bank tellers” of clinical research.Together, they explore how elite sales professionals move beyond price competition to build trust, influence, and long-term partnerships. Sergio explains the power of relationship “flanking,” the value of transparent account planning, and why thinking in infinite terms leads to partnerships that endure market shifts.Whether you’re a seasoned sales leader or a business development professional seeking deeper impact, this episode offers practical insight to help turn a cold-call pipeline into a partnership powerhouse.🎧 Listen now and rethink how you sell.

In highly regulated life sciences environments, creativity is often seen as a liability. But what if constraints are actually the catalyst for better, more effective sales strategies?In this episode, Dr. Shannon Gregg is joined by her colleague and mentor, Dr. Dorene Ciletti—Professor and Program Director at Point Park University and former sales leader in financial services and healthcare—to challenge the myth of “thinking outside the box.” Together, they explore why the most successful Sales Operations teams excel by thinking inside it.You’ll learn how regulation can drive sophisticated problem-solving, how improv techniques like “Yes, And” translate into real-world bid defense strategies, and why small, risk-aware innovations can create long-term Trusted Advisor relationships. From reverse brainstorming to reframing the scientific method as a creativity tool, this conversation offers practical, repeatable frameworks for selling smarter in complex, risk-averse environments.If you’re navigating strict SOPs, competitive buying committees, or high-stakes sales conversations, this episode delivers laboratory-tested approaches to turning constraints into conversion.

In life sciences sales, technical brilliance often breaks down when it meets human scepticism. How do you simplify complex science without diluting your expertise—and still earn trust? In this episode of The Life Sciences Sales Lab, Dr.Shannon Gregg is joined by legendary presentation expert Patricia Fripp to explore how clear communication, storytelling, and structure drive better sales conversations. This discussion reveals how top performers turn complexity into clarity—and clarity into confidence.In this episode, you’ll learn:How visual language helps scientific audiences remember your message, not just your dataA simple Situation–Solution–Success framework to build credibility through client storiesThe “Imagine With Me” technique to lower resistance and open minds to innovationWhy the last thing you say matters most—and how to use it as a competitive edgeHow effective rehearsal (not last-minute practice) elevates sales performance and team mentorshipWhether you’re preparing for a high-stakes bid defense or a virtual demo, this episode will help you transform dense information into a compelling do-along that moves decisions forward.

In the world of life sciences, we often fall into the trap of the "Harbor Tour"—dragging our prospects through every single feature, button, and technical spec of our software or service. But as our guest today discovered when the "scales fell from his eyes" as a buyer: your prospects don't want to see how the car battery works; they want to know the mileage.Dr. Shannon Gregg is joined by Peter Cohan, the founder of the Great Demo! methodology and author of Doing Discovery. Peter shares his journey from a bench chemist who successfully freeze-dried beer to a global sales leader who revolutionized the way we present solutions to scientific audiences.In this episode, we dissect:-Doing the "Last Thing First": Why flipping your demo upside down and leading with the end-state dashboard or report is the fastest way to engage senior leadership.-The "Curse of Knowledge": How to avoid the trap of assuming your prospect’s workflow and instead use discovery to surface their "perceived uniqueness."-Buyer Enablement vs. Sales Process: Why we must stop dragging prospects through our CRM stages and start mapping our actions to their internal buying journey.-The "Menu Approach": A tactical masterclass in handling large, diverse audiences (like 175 Swedish scientists) by letting them choose the agenda.-The Least Expensive Form of Proof: How to determine the "minimal viable proof" needed to secure an order—from social proof to technical demos—without wasting months on unnecessary POCs.Whether you are a Sales professional looking to reduce friction in the sales cycle or a leader aiming to truncate the "change management" burden for your clients, Peter’s insights provide a laboratory-tested framework for driving real results.

In this episode of Life Sciences Sales Lab, Dr. Shannon J. Gregg sits down with Bruce Wakeman to challenge one of sales’ biggest norms — the traditional product demo. They unpack why today’s life sciences buyers care less about features and more about measurable outcomes. From flipping the demo to leading with results, this conversation offers a practical blueprint for shortening sales cycles and increasing buyer confidence. If you sell into biotech, pharma, or healthcare, this episode will change how you approach every sales conversation.

In this episode of The Life Sciences Sales Lab, Dr. Shannon Gregg sits down with Rick Ward, Chief Commercial Officer and long-time leader in clinical technology, to explore what it truly takes to succeed in the complex world of life sciences sales. Rick shares his journey from unexpectedly entering the clinical trial space to helping scale some of the industry’s most influential technology companies. Together, they discuss why selling into pharma requires creating demand rather than responding to it, how change management and education shape every commercial conversation, and why the best salespeople become trusted advisors who understand the broader ecosystem—from regulation to global shifts to evolving therapeutic priorities. This episode is a deep dive into the realities of commercial growth in a risk-averse, ever-changing industry, and the shared mission we all have to make clinical research more efficient, effective, and impactful for patients.

In this episode of The Life Sciences Sales Lab, Dr. Shannon Gregg sits down with sales ops leader Angela Olshefski to tackle one of the hardest parts of life sciences sales: managing constant change. Angela shares real stories about improving Salesforce adoption, simplifying workflows, and supporting reps who feel overwhelmed. They discuss why bite-sized training works, how automation reduces admin work, and what keeps sales teams motivated.A practical, relatable conversation for anyone in sales operations, enablement, or life sciences sales.

The Life Sciences Sales Lab dives into what it really takes to sell, scale, and succeed in the complex world of life sciences. Hosted by Dr. Shannon Gregg, the podcast explores the challenges of selling into pharma, navigating regulated environments, and driving digital transformation. Through real stories and insights from industry leaders, you'll learn why buyers are risk-averse, how sales cycles work, and why roles like solution consulting are critical. Whether you're in clinical tech, digital health, or life sciences sales, this podcast gives you a clear, practical look at how innovation truly happens in pharma.

In the debut episode of The Life Sciences Sales Lab, Dr. Shannon Gregg sits down with industry expert Scott Ballenger to unpack the evolving world of life sciences sales. They discuss the shift from FOMO to FOMU in buyer behavior, how to shorten complex sales cycles, the rise of digital sales reps, and what life sciences can learn from other industries. Scott also shares timeless selling principles—listening, asking great questions, and consistently delivering value. A must-listen for anyone navigating modern GTM strategies in life sciences.