When Meghan Martell first joined Bruker Applied Mass Spectrometry, she became a small but mighty marketing team — of one.

In 2022, Bruker acquired IonSense, a leader in DART™ (Direct Analysis in Real Time) mass spectrometry, to ramp up DART technology development. The launch of Bruker Applied Mass Spectrometry meant that researchers could analyze many types of samples in seconds, with little to no sample preparation prior to analysis. It also meant that many departments, like marketing, would be starting from the ground up.

“It was just me,” says Meghan, now Head of Marketing of the division focused in applied markets such as food, environmental, industrial, and forensics.

Transferring from another division of Bruker’s global organization (nearly 10,000 employees across 90 locations), she quickly encountered a common scaling challenge: marketing materials scattered across platforms — or worse — tucked away on individual desktops.

“I was in one of the very initial leadership meetings,” says Meghan, “and realized that sales assets were everywhere.”

With no dedicated sales enablement team, Meghan knew she needed a single platform to centralize essential seller resources like pitch decks, onboarding materials, and trade show assets. After exploring multiple options, she ultimately returned to a tool she had used throughout her marketing career: Showpad.

“I knew Showpad could offer the well-organized structure we needed,” she says.

Practically no time passed between Meghan presenting Showpad’s potential to leadership, and Bruker Applied MS deploying it division-wide. After her initial meeting with Showpad in November, the division signed on in December, and by early summer, the platform was fully operational.

According to Meghan, it was an easy sell. “In six months, one person was able to implement all of Showpad — from home pages and button designs to background images and tagging — from scratch,” she says.

Just as quickly, Bruker Applied MS employees recognized the value of a centralized platform, leading to an impressive adoption rate upwards of 80% — an instant success that made it easy for Meghan to justify the investment to her executive team.

“If you see that people are using it and sharing it, the ROI speaks for itself,” she adds.

As a new division of the global company, Bruker Applied Mass Spectrometry underwent a swift and consistent hiring phase. Welcoming a new salesperson once meant emailing up to 20 people to create folders in Microsoft Teams, often hitting access restrictions across such a large group. Or, managers would assemble orientation decks that were simply too large to share, resorting to yet another call.

“Then, that’s another hour lost,” Meghan says.

With Showpad, complex new hire lessons are now easily uploaded and instantly discoverable by sellers day one — reducing the maze of communication channels, scattered contacts, and fragmented presentations to just one intuitive workflow.

Once sellers are onboarded, Showpad continues to be an integral part of Bruker Applied Mass Spectrometry’s operations. For instance, when a marketing or product manager uploads new assets, they notify their team directly through Showpad’s Announcement feature. This streamlined approach not only reduces reliance on additional group emails or messaging platforms, but also reinforces Showpad’s role as the central hub for collaboration and content sharing.

“If you’re not on Showpad, you’re missing critical documents,” she says.

Showpad also offers sales enablement analytics and insights, which Meghan calls the “cherry on top” of its other features. This is especially important as the platform supports Bruker Applied Mass Spectrometry’s transition into investing more of its high-tech instrumentation in the environmental testing sector.

This kind of pivot isn’t easy when it comes to manufacturing, or to creating content. Meghan and her colleagues can spend months researching, writing, and editing just a couple of pages in a new document to support a growing customer segment. For an entire sales deck, the process might take up to a year.

For that reason, “We need to see the number of views and shares on each asset to guide our process,” she says. “That will help measure the importance of each one.”

Because of Showpad’s intuitive dashboard of actionable metrics, Meghan raves that the platform “turns any newbie into an advanced data scientist,” adding that she’s looking forward to giving the new AI feature Asset FAQs a spin.

Meghan’s initial optimism for Showpad has transformed into full-fledged advocacy, estimating that the platform has saved “weeks to months” of company time.

“We can’t imagine life without Showpad,” she says.