For OEMs – Selling Digital Solutions (SaaS & Connected Products)

Why It Matters

OEMs in pharma, chemistry, and biotech can no longer rely on hardware sales alone. Customers now expect equipment to come with digital layers such as monitoring dashboards, SaaS workflows, and compliance tools. The global digital lab market is projected to grow past $5B by 2030, yet most OEMs still struggle to monetize software. Without a clear GTM and sales approach, digital products risk remaining side projects instead of revenue drivers.

The Challenge for OEMs

Bringing digital products to market requires a new commercial mindset. Many OEMs face hurdles that prevent traction and adoption:

• Sales teams are hardware-focused: confident selling equipment but not subscriptions.
  
• Incentives misaligned: commissions built for capex, not recurring revenue.
  
• Messaging gaps: digital offerings pitched as “extras” rather than value creators.
  
• Pricing confusion: unclear subscription, license, or bundled models.
  
• Siloed GTM: product, digital, and sales teams often work separately.
  

How I Help

I help OEMs transform digital initiatives into scalable revenue streams. My approach combines structured strategy and hands-on execution:

• Market & ICP Mapping: identify best-fit customer groups and decision-makers.
  
• Positioning & Messaging: tailor value propositions to compliance, efficiency, and ROI.
  
• Pricing & Packaging: design SaaS subscription or usage models aligned with procurement cycles.
  
• Sales Integration & Execution: train reps, build playbooks, and support 90-day GTM sprints.
  

My Experience

At Clustermarket, we scaled SaaS adoption in more than 1,800 labs worldwide, including pharma, biotech innovators, and academic/government labs. I worked with OEM partners to embed SaaS into their sales workflows, helping traditional hardware companies unlock digital revenue streams.