{"id":19486,"date":"2026-08-05T05:33:53","date_gmt":"2026-08-05T05:33:53","guid":{"rendered":"https:\/\/aligntraining.com\/?p=19486"},"modified":"2026-08-19T12:13:29","modified_gmt":"2026-08-19T12:13:29","slug":"case-study-abbott-diabetes-care-building-a-scalable-values-driven-sales-culture","status":"publish","type":"post","link":"https:\/\/aligntraining.com\/au\/blog\/case-study-abbott-diabetes-care-building-a-scalable-values-driven-sales-culture\/","title":{"rendered":"Case Study: Abbott Diabetes Care \u2013 Building a Scalable, Values-Driven Sales Culture"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Sourced from\u00a0<a href=\"https:\/\/aligntraining.com\/\">Align Training<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Overview<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Abbott Diabetes Care (ADC) is a global leader in diabetes care, supported by a team of approximately 70,000 employees and a robust portfolio spanning diagnostics, medical devices, nutrition, and generic pharmaceuticals. Operating in over 150 countries, Abbott is renowned for its science-led innovation and commitment to improving health outcomes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong data-start=\"703\" data-end=\"717\">Objectives<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Establish a unified and sustainable sales culture<\/li>\n\n\n\n<li>Prepare the sales force for rapid expansion<\/li>\n\n\n\n<li>Enhance consistency and accountability in sales call execution<\/li>\n\n\n\n<li>Equip managers to lead and coach effectively<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Challenges<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Following the launch of their innovative glucose monitoring system, FreeStyle Libre, ADC needed to ensure their commercial teams were ready to support aggressive growth targets. The sales team included both traditional account managers and clinical specialists, which presented a unique challenge: shifting from a \u201cfarmer\u201d mindset to a more proactive, \u201chunter\u201d approach to business development.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Previous sales methodologies had been introduced but lacked follow-through, resulting in limited behaviour change and inconsistent call execution. Compounding the challenge, the organisation was in the process of doubling its sales team and leadership group. To support this scale-up, managers needed to be capable coaches, and the business required a lasting, values-aligned sales culture.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Solutions<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The project lead, having previously experienced the success of Align Selling\u00ae across multiple healthcare organisations, championed it as the ideal solution for Abbott Diabetes Care. The values-driven, purpose-centred nature of Align Selling\u00ae resonated strongly with ADC\u2019s culture and clinical environment.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The rollout began with a pilot in the HCP Sales Organisation, followed by a broader launch to the national sales team at the company\u2019s Summit in September 2019. Ten internal ADC trainers were certified to deliver the programme, and sales managers received comprehensive coaching resources to embed the learning within their teams.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Training included:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Pre-course online learning<\/li>\n\n\n\n<li>In-person workshops<\/li>\n\n\n\n<li>Structured follow-up reinforcement, including three months of weekly coaching calls led by ADC managers and Certified Facilitators<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Align Training also conducted a Sales Culture Inventory and delivered a detailed Report of Findings, offering strategic insights into team strengths and development areas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To maintain momentum and deepen capability, ADC partnered with Align Training to develop a pull-through strategy. This involved:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Six targeted 2-hour competency workshops<\/li>\n\n\n\n<li>Sales microlearning bursts sent via email<\/li>\n\n\n\n<li>Coaching-focused microlearning for sales leaders<\/li>\n\n\n\n<li>Behaviour Styles assessments for all participants<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Impact<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In the first year of the Align Selling\u00ae implementation, Abbott Diabetes Care achieved an impressive 48.2% year-on-year sales growth. Significant gains were recorded across core competencies and behaviours tracked before and after training, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><p data-path-to-node=\"1,0,0\"><b data-path-to-node=\"1,0,0\" data-index-in-node=\"0\">Pre-call planning:<\/b> +55.1%<\/p><\/li>\n\n\n\n<li><p data-path-to-node=\"1,1,0\"><b data-path-to-node=\"1,1,0\" data-index-in-node=\"0\">Written long-term goals:<\/b> +45.2%<\/p><\/li>\n\n\n\n<li><p data-path-to-node=\"1,2,0\"><b data-path-to-node=\"1,2,0\" data-index-in-node=\"0\">Identifying customer needs and challenges before solutioning:<\/b> +31.4%<\/p><\/li>\n\n\n\n<li><p data-path-to-node=\"1,3,0\"><b data-path-to-node=\"1,3,0\" data-index-in-node=\"0\">Applying a clear call structure:<\/b> +22.8%<\/p><\/li>\n\n\n\n<li><p data-path-to-node=\"1,4,0\"><b data-path-to-node=\"1,4,0\" data-index-in-node=\"0\">Asking customer-focused questions:<\/b> +19.5%<\/p><\/li>\n\n\n\n<li><p data-path-to-node=\"1,5,0\"><b data-path-to-node=\"1,5,0\" data-index-in-node=\"0\">Behaviour Styles application:<\/b> +19.5%<\/p><\/li>\n\n\n\n<li><p data-path-to-node=\"1,6,0\"><b data-path-to-node=\"1,6,0\" data-index-in-node=\"0\">Perceptions around the purpose of selling:<\/b> +13.9%<\/p><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">These measurable results, combined with 360\u00b0 assessments, enabled ADC to gain leadership support for ongoing development\u2014cementing\u00a0<a href=\"https:\/\/aligntraining.com\/training-programmes\/sales-training\/\">Align Selling\u00ae<\/a> as a key pillar in their growth and sales effectiveness strategy.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ready to Partner with Us?<\/h2>\n\n\n\n<style>.porto-u-ad87e2eaf3f9c495180fe0156ddf3eb0.porto-u-heading{text-align:left}<\/style>\n\n\n\n<p class=\"wp-block-paragraph\">Contact Align Training to discuss a practical approach to customer-centric selling for your team, including how to embed coaching so the behaviour sticks.<\/p>\n\n\n\n<style>.porto-u-ad87e2eaf3f9c495180fe0156ddf3eb0.porto-u-heading{text-align:left}<\/style>\n\n\n\n<p class=\"wp-block-paragraph\">\t\t\t\t\t<a href=\"\/contact-us\/\"><br>\n\t\t\t\t\t\t\t\t\tBook Your Free Discovery Call Now<br>\n\t\t\t\t\t<\/a><\/p>\n\n\n\n<style>.porto-u-ad87e2eaf3f9c495180fe0156ddf3eb0.porto-u-heading{text-align:left}<\/style>\n","protected":false},"excerpt":{"rendered":"<p>Abbott Diabetes Care (ADC) is a global leader in diabetes care, supported by a team of approximately 70,000 employees and a robust portfolio spanning diagnostics, medical devices, nutrition, and generic pharmaceuticals. Operating in over 150 countries<\/p>\n","protected":false},"author":6,"featured_media":19599,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_kadence_starter_templates_imported_post":false,"footnotes":""},"categories":[1,198],"tags":[],"class_list":["post-19486","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-sales"],"acf":[],"featured_image_src":{"landsacpe":["https:\/\/aligntraining.com\/wp-content\/uploads\/2026\/08\/Abbott-2-737x445.jpg",737,445,true],"list":["https:\/\/aligntraining.com\/wp-content\/uploads\/2026\/08\/Abbott-2-463x348.jpg",463,348,true],"medium":["https:\/\/aligntraining.com\/wp-content\/uploads\/2026\/08\/Abbott-2-276x300.jpg",276,300,true],"full":["https:\/\/aligntraining.com\/wp-content\/uploads\/2026\/08\/Abbott-2.jpg",737,800,false]},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Case Study: Abbott Diabetes Care \u2013 Building a Scalable, Values-Driven Sales Culture - Align Training<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/aligntraining.com\/au\/blog\/case-study-abbott-diabetes-care-building-a-scalable-values-driven-sales-culture\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Case Study: Abbott Diabetes Care \u2013 Building a Scalable, Values-Driven Sales Culture - Align Training\" \/>\n<meta property=\"og:description\" content=\"Abbott Diabetes Care (ADC) is a global leader in diabetes care, supported by a team of approximately 70,000 employees and a robust portfolio spanning diagnostics, medical devices, nutrition, and generic pharmaceuticals. Operating in over 150 countries\" \/>\n<meta property=\"og:url\" content=\"https:\/\/aligntraining.com\/au\/blog\/case-study-abbott-diabetes-care-building-a-scalable-values-driven-sales-culture\/\" \/>\n<meta property=\"og:site_name\" content=\"Align Training\" \/>\n<meta property=\"article:published_time\" content=\"2026-08-05T05:33:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-08-19T12:13:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/aligntraining.com\/wp-content\/uploads\/2026\/08\/Abbott-2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"737\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Luke Sullivan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Luke Sullivan\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Case Study: Abbott Diabetes Care \u2013 Building a Scalable, Values-Driven Sales Culture - Align Training","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/aligntraining.com\/au\/blog\/case-study-abbott-diabetes-care-building-a-scalable-values-driven-sales-culture\/","og_locale":"en_US","og_type":"article","og_title":"Case Study: Abbott Diabetes Care \u2013 Building a Scalable, Values-Driven Sales Culture - Align Training","og_description":"Abbott Diabetes Care (ADC) is a global leader in diabetes care, supported by a team of approximately 70,000 employees and a robust portfolio spanning diagnostics, medical devices, nutrition, and generic pharmaceuticals. 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