McKinsey & CompanyA client had acquired a novel Biologics product in 2022 and scaled it to $15M in revenue by 2024, but faced a critical strategic question: how to grow it to $100M by 2028. Leadership needed clarity on where to allocate investment dollars across sales/commercial, R&D, and marketing, and which U.S. geographies held the most untapped whitespace worth pursuing.
I led the geographic whitespace analysis and built the financial model comparing ROI across sales, R&D, and marketing investment scenarios. I partnered directly with the GM of the business and functional leads to develop model inputs, and reported findings and recommendations to the CFO. To build the analysis, I pulled claims and prescriber data by region to score geographies on unmet need and competitive density, then overlaid internal sales rep coverage data to pinpoint where the business was and wasn't selling effectively today. From there, I constructed a 5-year scenario model in Excel comparing three distinct investment mixes across sales reps, R&D pipeline extensions, and marketing spend, stress-testing assumptions with functional leads before finalizing the recommendation.
The impact was substantial: we identified opportunities for sales expansion across the US, a decision projected to drive double digit revenue growth across the coming years. Beyond the immediate investment decision, the roadmap I built became laid the foundation for future budget planning / resource allocation conversations.
