Strategy Academic MKTG 476

Endpoint Competitive Playbook

Team strategy deck showing how Almac + 4G Clinical could combine forces to steal share from Endpoint Clinical's RTSM platform. Market sizing, wedge messaging, and a 3-phase go-to-market plan.

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Overview

Final deliverable for MKTG 476 (Marketing Strategy). Prompt: analyze a competitive landscape inside life sciences and design a go-to-market plan that could realistically ship within 6 months. Our team paired Almac Group's global supply chain with 4G Clinical's RTSM to chip away at Endpoint Clinical's relationships.

I owned story architecture, financial modeling, and creative direction for the deck. The PDF includes market sizing, attack pillars, enablement plans, and a play-by-play launch calendar.

Competitive Landscape

Endpoint had become the default RTSM vendor for mid-market biotech trials thanks to its service team and deeper integrations with CRO partners. Almac and 4G Clinical both had credible technology but lacked a unified story and clear wedge.

We mapped every Endpoint strength back to an Almac/4G counter: global depot footprint, protocol speed, and adaptive dosing. The playbook focuses on packaging those existing advantages into one story and building a joint pursuit team to convert 3 named accounts.

Playbook Pillars

01 · Market Shock Narrative

Lead with regulatory risk: two late-stage oncology trials stalled because Endpoint could not spin up depots in Eastern Europe. Our story positions Almac + 4G as the only partnership that blends validated depots with adaptive RTSM, reducing launch risk by 38%.

02 · “Red Team” Pursuit Pods

Standing up a 5-person pod (solution lead, clinical SME, supply chain engineer, pricing, executive sponsor) to swarm each target account. Every pod receives a battle card, call plan, and executive email copy drafted in the deck.

03 · Enablement + Financials

Outlined 3 campaign waves with paired assets, webinar outlines, and paid budget. Layered in contribution margin math that shows breakeven after the second deal, giving leadership a clean go/no-go gate.

Key Insights

Lead with urgency: Showing stalled trials was more motivating than generic “better support” claims.
Pods beat handoffs: Structuring a dedicated pursuit team made the partnership feel inevitable.
Finance makes it real: Pairing tactics with contribution margin assumptions eliminated pushback from skeptical classmates and faculty.
Design matters: Translating complex ops into clean visual metaphors kept the class engaged and informed the download-ready layout.

Why It Worked

The deck brings brand, ops, and finance into one story. Professors graded the work as “client-ready” because every slide tied back to a quantified risk, recommended owner, and KPI. That’s the same rigor I use when building enablement inside startups.

It also proves I can ramp on niche industries quickly and ship tangible sales tools—not just theoretical frameworks.

Reflection

Every team member came from a different discipline, so I had to translate strategy, design, and pricing concepts into one shared language. It was a good reminder that facilitation is just as important as the deck itself.

I also proved to myself that I can take dry source material (FDA filings, CRO financials) and spin it into something visually compelling in under a week.

That balance of messaging plus rigor is what I want to keep bringing to real clients.