cvent.com Illumina is the world’s leading provider of technology for identifying genetic variations. Its technology is primarily used in genetic research varying from agriculture to cancer studies to hereditary sequencing. In fact, 90% of all DNA that has been sequenced has been done so using Illumina technology. Due to the complexity of Illumina’s DNA sequencing technology, live product demonstrations and in-depth trainings are necessary for potential customers to fully understand the intricacies and power of Illumina technologies. The Challenge In order to drive revenue growth, Illumina’s Sales team depended heavily on the marketing team to deliver an ever-increasing number of events in an expanding number of regions. Furthermore, as Illumina grew, their Customer Succ

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