In this B2B Growth Leader Circle conversation, Luisa Wegmueller, Global Marketing Manager at Roche Diagnostics, shared what happens when innovation requires more than product interest: new stakeholder alignment, different operating models and long-term commercial commitment.
A technically superior product is not enough when it changes how customers work.
What we discussed
- Why complex innovation creates a change-management sale, not just a product sale
- How buying groups expand beyond technical users to include economic, operational and strategic stakeholders
- Why the work that wins a tender can begin long before a formal opportunity exists
- How Roche uses Account-Based Experience (ABX) to bring sales, marketing and customer teams around a small number of strategic accounts
- The tension every ABM programme faces: how to stay genuinely relevant without making one-to-one work impossible to scale
One practical example stood out: Roche’s teams do not treat ABX as a campaign. They use it to develop long-term partnerships, understand the full decision-making group and build the conditions for future opportunities — sometimes well before a customer starts a formal purchasing process.
Watch the replay
Here is the full conversation — including Roche’s approach to account selection, stakeholder mapping, tender shaping and scalable personalisation.
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