Over the years, growth at Waters came from an aggressive expansion of the product portfolio and a technically proficient sales force. Yet, the profile of the Waters buyer evolved in complexity, and the decision process began to include more business stakeholders. Combining this change with more competition and increased commoditization products meant that the sales force needed to adapt its approach to selling. Waters needed its sales force to drive revenue growth by shaping and creating new opportunities, as well as create business value apart from the solution itself to retain and grow existing customers, as well as break into new markets. Waters partnered with Richardson to improve the way their sales teams engaged with their buyers by quickly cascading an insights-based selling strategy to their teams.