The selling and marketing of scientific instrument is a very challenging and complicated landscape. Customer expectations have evolved and vendors are struggling to find new strategies and tactics to better engage and communicate with their audience. In this podcast, we interview two leaders in scientific instrumentation marketing, Michael Allen, VP of Marketing at Metrohm and Chuck Miller, president at The Market Element, to discuss how sales enablement practices can fundamentally improve the selling process through contextual and timely communications throughout the buying process.