growth playbook · Oct 23, 2026

Watchmaker Genomics growth playbook

Watchmaker is scaling: new product managers for NGS and RNA, a product marketing leader for scientific content and demand generation, product operations for pricing and custom work, new sales territories in the US Southwest and South Germany, field scientists, and a manufacturing campus that more than doubles capacity. Real visitors find the site fast.

The biggest gap is visibility: one robots.txt line hides every /blog/post/ page, including the how-to-choose guides, and the resource library and its downloads are hard for search engines to reach. This playbook fixes that first, then adds evaluation requests, platform hubs, switching guides, method finders, lead routing and Expanse reference labs.

Growth Score

Biggest Opportunity

Let search engines and AI assistants read the scientific content Watchmaker already has, and give every reader a direct path to an evaluation on their own samples.

Biggest Risk

Large suppliers such as Roche (KAPA), NEB, Illumina and IDT dominate library prep, and switching costs are high, so content and evaluations must prove a clear advantage on real samples.

Start here

The three moves to make first. Each one is written up in full below.

Unblock the technical guides: robots.txt hides every /blog/post/ page from search engines
Edit robots.txt today and use Search Console's URL inspection on the RNA-seq guide.
High impact First result in 1 month
Stop robots.txt from also hiding the contact, quote and catalogue pages
List every robots.txt rule and the sitemap URLs each one blocks.
Medium impact First result in 2 weeks
Make the resource library findable: a page per app note, crawlable downloads and a sitemap entry
Pick the ten most downloaded resources.
High impact First result in 1 month

Your idea portfolio

22 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

6 ideas are marked Unexpected: plays you are unlikely to have tried.
1 of these are things Programmable can build and run for you.

This week 6

Quick wins with a clear first action.

The new product marketing lead is hired to drive scientific content, demand generation and e-commerce conversion. But robots.txt says "Disallow: /blog", and that one line covers all 103 /blog/ URLs in the sitemap, including the guides scientists search for before they pick a kit: how to choose an RNA-seq strategy, why lncRNA coverage matters, RPA vs. LAMP, and how to choose a library amplification mix. Those guides have no /news/ copy, so search engines are told not to read Watchmaker's best top-of-funnel content.
High impactLow effort First result in 1 month Associate Director
First action
Edit robots.txt today and use Search Console's URL inspection on the RNA-seq guide.
How to measure it
Organic sessions on /blog/post/ guides
Now
–
Target
1,500 a month
By
90 days
Steps
Confirm the block
Check the six guides with Search Console URL inspection.
Web and e-commerce lead 1 hour
Edit robots.txt
Remove "Disallow: /blog"; keep author and private paths only.
Web and e-commerce lead 1 hour
Add canonicals
Self-canonicals on guides; news duplicates point to /news/.
Web and e-commerce lead 1 day
Resubmit
Sitemap and the top 20 guides for indexing.
Web and e-commerce lead 1 hour
Add next steps
Each guide links to its kit page and a sample request.
Associate Director, Product Marketing 3 days
Track
Impressions, clicks and sample requests from guides.
Associate Director, Product Marketing weekly
First result
1 month
Cost
$0
Owner
Associate Director, Product Marketing
Smallest test
Unblock the six educational guides first and compare impressions after 30 days.
Why it works
Ready to use
Checklistrobots.txt fix list
Risks and how to handle them
Evidence
robots.txt rules work by prefix. "Disallow: /contact" also blocks /contact-us and /contact-new-account, and "Disallow: /catalog/" blocks catalogue pages the sitemap asks search engines to read. The same news post is served at /news/ and /blog/post/ with no canonical, so search engines see two copies.
Medium impactLow effort First result in 2 weeks Web and e commerce lead
First action
List every robots.txt rule and the sitemap URLs each one blocks.
How to measure it
Blocked sitemap URLs
Now
–
Target
0
By
2 weeks
Steps
Map conflicts
Sitemap URLs vs robots rules.
Web and e-commerce lead 2 hours
Rewrite rules
Exact paths instead of prefixes.
Web and e-commerce lead 2 hours
Clean the sitemap
Remove catalogue IDs and old test pages.
Web and e-commerce lead 2 hours
Add canonicals
Site-wide template change.
Web and e-commerce lead 1 day
Validate
Search Console robots and coverage reports.
Web and e-commerce lead 1 week
Recheck quarterly
After every site release.
Web and e-commerce lead quarterly
First result
2 weeks
Cost
$0
Owner
Web and e commerce lead
Smallest test
Fix the /contact rule today.
Why it works
Risks and how to handle them
Evidence
The resource library is rich (brochures, posters, app and tech notes by platform and sample type), but it is missing from the sitemap and its downloads go through /asset/download/file/, which robots.txt blocks. A PDF a scientist would search for by title cannot be found.
High impactLow effort First result in 1 month Associate Director
First action
Pick the ten most downloaded resources.
How to measure it
Resource-page organic sessions
Now
–
Target
800 a month
By
90 days
Steps
Rank resources
Downloads by asset in HubSpot.
Marketing Communications 1 day
Write summaries
Ten pages with data and a kit link.
Associate Director, Product Marketing 1 week
Fix download paths
Crawlable /media/ links.
Web and e-commerce lead 1 day
Update the sitemap
Library and resource pages.
Web and e-commerce lead 1 hour
Decide gating
Gate only flagship assets.
Associate Director, Product Marketing 1 day
Measure
Visits, downloads and quote requests.
Marketing Communications monthly
First result
1 month
Cost
Writing time
Owner
Associate Director, Product Marketing
Smallest test
Publish summary pages for three app notes.
Why it works
Risks and how to handle them
Evidence
Kit pages show "Request a quote" for every size, while the page metadata tells search engines and link previews the price is 0, and there is no structured product data. "Be the first to review this product" sits in the template. The new product operations lead owns pricing analytics and product documentation.
High impactLow effort First result in 1 month Associate Director
First action
Fix the metadata on the Equinox page.
How to measure it
Quotes with SKU
Now
–
Target
90%
By
60 days
Steps
Decide price policy
List prices or none in metadata.
Associate Director, Product Management Operations 2 days
Template fix
Remove price 0 and the empty review block.
Web and e-commerce lead 2 days
Add structured data
Product schema on all kit pages.
Web and e-commerce lead 1 week
Prefill the form
SKU and size from the page.
Web and e-commerce lead 2 days
Report
Quotes by SKU and region.
Commercial Operations monthly
Feed pricing
Quote-to-order rates by SKU.
Associate Director, Product Management Operations monthly
First result
1 month
Cost
Developer time
Owner
Associate Director, Product Management Operations
Smallest test
Prefill the SKU on one product's quote form.
Why it works
Risks and how to handle them
Evidence
Labs switch library prep only after testing on their own samples. The field applications scientist role covers pre-sales support and travel, and account managers answer sample requests, but product pages only offer a generic quote request.
High impactLow effort First result in 1 month Field Applications Scientist
First action
Draft the five evaluation questions.
How to measure it
Evaluation requests
Now
–
Target
40 a month
By
90 days
Steps
Write the form
Sample, input, platform, throughput.
Field Applications Scientist 1 day
Add to pages
All kit pages.
Web and e-commerce lead 2 days
Route
To the territory owner in HubSpot.
Commercial Operations 2 days
Standard protocol
Evaluation guide per kit.
Field Applications Scientist 1 week
Follow up
Call after the first run.
Regional Account Manager, Southwest ongoing
Measure
Evaluation-to-order rate.
Commercial Operations monthly
First result
1 month
Cost
Evaluation kit costs
Owner
Field Applications Scientist
Smallest test
Add the button to the RNA library prep page first.
Why it works
Risks and how to handle them
Evidence
Expanse, a PCR-free WGS workflow with Cas9 normalization, opened Early Access in October. A dedicated application that asks for throughput, sequencer and sample types helps product management choose the sites that will produce the best data and references.
Medium impactLow effort First result in 1 month Product Manager
First action
Write the five qualifying questions.
How to measure it
Qualified applications
Now
–
Target
30
By
60 days
Steps
Define criteria
Throughput, platform, samples.
Product Manager, NGS 2 days
Build the page
Application and time-saved estimate.
Web and e-commerce lead 3 days
Promote
Newsletter, ASHG follow-up, LinkedIn.
Marketing Communications 1 week
Score
Weekly review of applications.
Product Manager, NGS weekly
Onboard sites
Field scientist kickoff.
Field Applications Scientist ongoing
Report
Applications and site data.
Product Manager, NGS monthly
First result
1 month
Cost
Staff time only
Owner
Product Manager, RNA NGS
Smallest test
Send the application to ASHG booth visitors.
Why it works
Risks and how to handle them
Evidence

This quarter 9

The core plays for the next three months.

The resource library already tags assets by sequencer, and Watchmaker has validation partnerships with Element and Singular. Labs search by their instrument ("library prep for AVITI"), but there is no page per platform.
High impactMedium effort First result in 1 quarter Associate Director
First action
Draft the AVITI hub from existing assets.
How to measure it
Hub-sourced quote requests
Now
–
Target
30 a month
By
2 quarters
Steps
Inventory assets
By platform.
Marketing Communications 1 week
Write hubs
Four pages.
Associate Director, Product Marketing 1 month
Partner review
Each instrument partner.
Associate Director, Product Marketing 2 weeks
Publish
With sitemap entries.
Web and e-commerce lead 1 week
Co-promote
Partner newsletters and webinars.
Associate Director, Product Marketing 1 month
Measure
Visits and quotes by hub.
Marketing Communications monthly
First result
1 quarter
Cost
Writing time
Owner
Associate Director, Product Marketing
Smallest test
Publish the AVITI hub.
Why it works
Risks and how to handle them
Evidence
Most target labs already run a competitor's library prep. Product marketing owns positioning and competitive intelligence. A guide that maps steps, inputs and reagents from a familiar workflow to Watchmaker's lowers the cost of switching.
High impactMedium effort First result in 1 quarter Associate Director
First action
List the three workflows most often replaced in recent wins.
How to measure it
Guide-sourced evaluations
Now
–
Target
15 a month
By
2 quarters
Steps
Pick workflows
Three most common.
Associate Director, Product Marketing 1 week
Map steps
With field scientists.
Field Applications Scientist 2 weeks
Add data
Own studies only.
Associate Director, Product Marketing 2 weeks
Legal review
Trademarks and claims.
Legal 1 week
Publish
With an evaluation offer.
Web and e-commerce lead 1 week
Refresh
When rivals change kits.
Associate Director, Product Marketing quarterly
First result
1 quarter
Cost
Staff time only
Owner
Associate Director, Product Marketing
Smallest test
Publish one guide.
Why it works
Risks and how to handle them
Evidence
The Southwest account manager will "build a territory from the ground up" across academic, translational, commercial and clinical labs in Southern California and Hawaii. A ready-made launch plan shortens the time to first orders.
High impactMedium effort First result in 1 quarter Regional Account Manager
First action
Build the first 100-account list.
How to measure it
New Southwest opportunities
Now
–
Target
25
By
2 quarters
Steps
Build the list
Cores, companies, clinical labs.
Commercial Operations 2 weeks
Tier accounts
By throughput and applications.
Regional Account Manager, Southwest 1 week
Plan visits
With the field scientist.
Field Applications Scientist 2 weeks
Regional webinar
With a local customer.
Associate Director, Product Marketing 1 month
Sequences
By application.
Marketing Communications 2 weeks
Review
Pipeline monthly.
Regional Account Manager, Southwest monthly
First result
1 quarter
Cost
Travel and webinar costs
Owner
Regional Account Manager, Southwest
Smallest test
Book ten visits in the first month.
Build the prospect list. The list compiled from public sources, verified, deduplicated and delivered to your CRM. Usually live within days.
Book a working session
Why it works
Risks and how to handle them
Evidence
Field scientists produce posters, app notes and webinars and support collaborations with research institutions. Each successful evaluation is a potential application note on a real sample type.
High impactMedium effort First result in 2 quarters Field Applications Scientist
First action
Ask three recent evaluation sites to co-author.
How to measure it
Published co-authored notes
Now
–
Target
6
By
2 quarters
Steps
Pick sites
Recent successful evaluations.
Field Applications Scientist 2 weeks
Agree terms
Co-authorship and approvals.
Associate Director, Product Marketing 2 weeks
Write
Data and methods.
Field Applications Scientist 1 month
Publish
With a summary page.
Marketing Communications 1 week
Promote
To labs with the same application.
Marketing Communications 2 weeks
Repeat
Monthly.
Field Applications Scientist monthly
First result
2 quarters
Cost
Staff time only
Owner
Field Applications Scientist
Smallest test
Publish one co-authored note.
Why it works
Risks and how to handle them
Evidence
Product marketing is asked to guide publication strategy. Scientists check whether a kit has been used in published work before trying it, and there is no publications list on the site.
Medium impactMedium effort First result in 1 quarter Associate Director
First action
Search literature databases for papers naming Watchmaker kits.
How to measure it
Publication-page visits
Now
–
Target
500 a month
By
2 quarters
Steps
Search literature
Papers citing the kits.
Associate Director, Product Marketing 2 weeks
Tag
By application and sample type.
Associate Director, Product Marketing 1 week
Build page
Filterable list.
Web and e-commerce lead 1 week
Add to kit pages
Top three each.
Web and e-commerce lead 1 week
Promote
Newsletter feature.
Marketing Communications 1 week
Refresh
Quarterly.
Associate Director, Product Marketing quarterly
First result
1 quarter
Cost
Staff time only
Owner
Associate Director, Product Marketing
Smallest test
List the first 20 papers.
Why it works
Risks and how to handle them
Evidence
The RNA product manager will expand into automated and high-throughput workflows, and the site already has methods and app notes for Hamilton, Revvity, Beckman Biomek i7, Eppendorf and Agilent systems. They are scattered across landing pages.
High impactMedium effort First result in 1 quarter Product Manager
First action
List every automation method already published.
How to measure it
Method downloads
Now
–
Target
150 a month
By
2 quarters
Steps
Inventory methods
All platforms.
Field Applications Scientist 1 week
Design finder
Kit and instrument filters.
Web and e-commerce lead 2 weeks
Build
On the resources section.
Web and e-commerce lead 1 month
Add requests
For methods not yet available.
Product Manager, RNA NGS 1 week
Promote
To automation partners.
Associate Director, Product Marketing 1 month
Use demand
Prioritize new methods.
Product Manager, RNA NGS quarterly
First result
1 quarter
Cost
Developer time
Owner
Product Manager, RNA NGS
Smallest test
Publish a table of methods first.
Why it works
Risks and how to handle them
Evidence
The product marketing role covers lead management, and the sales team is growing in new territories. Leads come in through quote forms, gated resources and event pages, and need to reach the right territory owner quickly.
High impactMedium effort First result in 1 quarter Commercial Operations
First action
Measure current time from quote request to first reply.
How to measure it
Lead-to-opportunity conversion
Now
–
Target
+25%
By
2 quarters
Steps
Measure
Current response times.
Commercial Operations 1 week
Define scoring
Actions and fit.
Associate Director, Product Marketing 1 week
Build routing
By territory.
Commercial Operations 2 weeks
Set targets
One-day follow-up.
Associate Director of Sales 1 day
Train
Sales and field teams.
Commercial Operations 1 week
Report
Monthly.
Commercial Operations monthly
First result
1 quarter
Cost
Staff time only
Owner
Commercial Operations
Smallest test
Route quote requests by territory this month.
Why it works
Risks and how to handle them
Evidence
The custom solutions page promises private-label kits from purchase order to delivery in 4 to 8 weeks and service for companies of all sizes. The product operations lead will run intake and evaluation for the custom portfolio.
Medium impactMedium effort First result in 1 quarter Associate Director
First action
Draft the intake questions with operations.
How to measure it
Qualified custom inquiries
Now
–
Target
+30%
By
2 quarters
Steps
Write intake
Product, volume, timeline.
Associate Director, Product Management Operations 1 week
Build form
With scoring.
Web and e-commerce lead 2 weeks
Reply process
Two-day scoping call.
Associate Director, Product Management Operations 1 week
Stories
Two OEM customers.
Associate Director, Product Marketing 1 month
Promote
To assay developers.
Marketing Communications 1 month
Review
Win rate by segment.
Associate Director, Product Management Operations quarterly
First result
1 quarter
Cost
Staff time only
Owner
Associate Director, Product Management Operations
Smallest test
Use the new intake for the next five requests.
Why it works
Risks and how to handle them
Evidence
Watchmaker exhibits at many shows (ASHG, AMP, MEDICA and others) and keeps event landing pages, many gated. Booth contacts go cold without a structured follow-up.
Medium impactLow effort First result in 1 quarter Marketing Communications
First action
Build the sequence for the next show.
How to measure it
Event-sourced evaluations
Now
–
Target
10 per major show
By
2 quarters
Steps
Template
Per-show sequence.
Marketing Communications 1 week
Tag contacts
By application.
Marketing Communications per show
Send
Within two days.
Marketing Communications per show
Field calls
For high-fit contacts.
Field Applications Scientist per show
Evergreen pages
Keep talks available after the show.
Web and e-commerce lead per show
Measure
Evaluations and orders.
Commercial Operations per show
First result
1 quarter
Cost
Staff time only
Owner
Marketing Communications
Smallest test
Run the sequence after the next show.
Why it works
Risks and how to handle them
Evidence

Big bets 4

Larger plays that can change the trajectory.

Expanse aims to remove qPCR and manual normalization from PCR-free WGS. Launch success will depend on credible data from labs like the buyers.
High impactHigh effort First result in 3 quarters Product Manager
First action
Agree data plans with the first three sites.
How to measure it
Reference labs
Now
–
Target
5
By
3 quarters
Steps
Select sites
From early access.
Product Manager, NGS 1 month
Data plans
Shared metrics.
Field Applications Scientist 1 month
Run
Support each site.
Field Applications Scientist 1 quarter
Publish
App notes and webinars.
Associate Director, Product Marketing 1 quarter
Reference program
Calls with prospects.
Associate Director, Product Marketing 1 month
Launch
Use data at launch.
Associate Director, Product Marketing 1 month
First result
3 quarters
Cost
Early access kits and support
Owner
Product Manager, NGS
Smallest test
Publish one site's first data.
Why it works
Risks and how to handle them
Evidence
The site runs on a store platform, yet every kit size is "Request a quote". Academic and core labs often buy through procurement systems and would order standard kits directly.
High impactHigh effort First result in 3 quarters Web and e commerce lead
First action
Pick five standard kits and three pilot institutions.
How to measure it
Online share of repeat orders
Now
–
Target
25%
By
4 quarters
Steps
Choose kits
Five standard SKUs.
Associate Director, Product Management Operations 2 weeks
Set pricing
List and institutional.
Associate Director, Product Management Operations 1 month
Enable checkout
For direct regions.
Web and e-commerce lead 1 quarter
Procurement catalogues
Pilot institutions.
ERP Application Engineer 1 quarter
Launch
To existing customers first.
Marketing Communications 1 month
Measure
Order speed and share.
Commercial Operations monthly
First result
3 quarters
Cost
Development and integration
Owner
Web and e commerce lead
Smallest test
Allow online reorders of one kit for existing customers.
Why it works
Risks and how to handle them
Evidence
Watchmaker already publishes data on fidelity, coverage and inputs, and its blog covers benchmarking work. Independent, repeatable benchmarks across sample types would make the data hard to ignore.
High impactHigh effort First result in 4 quarters Associate Director
First action
Choose the first benchmark question.
How to measure it
Report downloads
Now
–
Target
2,000
By
4 quarters
Steps
Pick the question
One workflow.
Associate Director, Product Marketing 1 month
Recruit labs
Three partner labs.
Field Applications Scientist 1 quarter
Run
Standard samples.
Research Associate 1 quarter
Analyze
Open methods.
Product Manager, NGS 1 month
Publish
Report and data.
Associate Director, Product Marketing 1 month
Present
Major meeting.
Associate Director, Product Marketing 1 month
First result
4 quarters
Cost
Reagents and lab time
Owner
Associate Director, Product Marketing
Smallest test
Run one small comparison internally.
Why it works
Risks and how to handle them
Evidence
Watchmaker has a DACH sales team and is hiring in South Germany to build awareness and new customers. The site is English only.
Medium impactMedium effort First result in 3 quarters Territory Account Manager
First action
Translate the evaluation form and the top three kit pages.
How to measure it
DACH leads from German pages
Now
–
Target
20 a month
By
3 quarters
Steps
Pick pages
Top ten by EMEA traffic.
Marketing Communications 1 week
Translate
Scientific review.
Territory Account Manager, South Germany 1 month
hreflang
Language tags.
Web and e-commerce lead 1 week
Webinars
German sessions.
Field Applications Scientist quarterly
Outreach
Use pages in sequences.
Territory Account Manager, South Germany ongoing
Measure
Leads by language.
Commercial Operations monthly
First result
3 quarters
Cost
Translation costs
Owner
Territory Account Manager, South Germany
Smallest test
Translate one kit page.
Why it works
Risks and how to handle them
Evidence

Wildcards 3

Unexpected experiments, each with a cheap way to test it.

The homepage links to watchmakergenomics.cn, which returned "not found" when we checked from the US, and the distributor page lists a Watchmaker China team.
Medium impactLow effort First result in 1 month Vice President
First action
Ask the China team to load the link.
How to measure it
Broken regional links
Now
–
Target
0
By
1 month
Steps
Check locally
China team test.
Vice President, Marketing 1 day
Decide
Fix or relink.
Vice President, Marketing 1 day
Update link
Homepage and footer.
Web and e-commerce lead 1 hour
Monitor
Monthly link checks.
Web and e-commerce lead monthly
Align content
China site matches products.
Marketing Communications 1 month
Report
Regional traffic.
Marketing Communications monthly
First result
1 month
Cost
$0
Owner
Vice President, Marketing
Smallest test
Test the link from China today.
Why it works
Risks and how to handle them
Evidence
Watchmaker is more than doubling manufacturing capacity in Boulder under ISO 13485, and its Colorado workforce grew more than 35% in a year. Diagnostic assay developers worry about supply continuity more than price.
Medium impactLow effort First result in 1 quarter Associate Director
First action
Draft the page with quality and operations.
How to measure it
OEM proposals with the page
Now
–
Target
100%
By
1 quarter
Steps
Gather facts
Capacity and quality.
Associate Director, Product Management Operations 2 weeks
Write page
Supply assurance.
Associate Director, Product Marketing 2 weeks
Quality review
All claims.
Quality Assurance 1 week
Publish
Linked from custom solutions.
Web and e-commerce lead 1 day
Use in proposals
OEM and clinical.
Commercial Operations ongoing
Update
When the site opens.
Associate Director, Product Management Operations quarterly
First result
1 quarter
Cost
Staff time only
Owner
Associate Director, Product Management Operations
Smallest test
Add one supply slide to the next OEM proposal.
Why it works
Risks and how to handle them
Evidence
Watchmaker sells DNA and RNA library prep, amplification, normalization, enzymes and qPCR kits, with many variants. The guides ask "how to choose" because choosing is hard.
Medium impactMedium effort First result in 1 quarter Product Manager
First action
Write the decision tree for RNA kits.
How to measure it
Selector completions
Now
–
Target
300 a month
By
2 quarters
Steps
Decision tree
RNA first.
Product Manager, RNA NGS 2 weeks
Add DNA
Second tree.
Product Manager, NGS 2 weeks
Build
Simple web tool.
Web and e-commerce lead 1 month
Link
Guides and kit pages.
Marketing Communications 1 week
Review answers
Unmet needs.
Product Manager, RNA NGS monthly
Improve
Quarterly.
Product Manager, RNA NGS quarterly
First result
1 quarter
Cost
Developer time
Owner
Product Manager, RNA NGS
Smallest test
Publish the RNA decision tree as a table.
Why it works
Risks and how to handle them
Evidence

How Programmable can help

Where an idea in this playbook is something Programmable builds or runs, it's listed here with what we'd do. Everything else is yours to run.

Have it built

Agency

1 of the 22 ideas are things Programmable builds and runs for its customers: pages, outreach, prospect lists, booking flows and monitors. Pick one, or send the whole list.

Prospect lists1The list compiled from public sources, verified, deduplicated and delivered to your CRM.

Tools for the rest

Talk

Fill the events in this plan

These ideas are events. Talk gets registrants for them and tells you who's coming and what their company does before the day.

Plan an event

Other companies we have researched, each read from what they are hiring for.

See every playbook and website review

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

Days 1 to 307 ideas
Unblock the guides, fix robots rules and canonicals, open the resource library, clean product data, add evaluation requests and the Expanse early access page; check the China link.
Days 31 to 6011 ideas
Platform hubs, switching guides, the Southwest launch kit, co-authored notes, publications, the method finder, lead routing, custom intake and event follow-up; supply assurance and the kit selector.
Days 61 to 904 ideas
Commit to Expanse reference labs, self-serve ordering, a public benchmark and German pages.

Watchmaker Genomics growth playbook

Diagnosis

Unblock the technical guides: robots.txt hides every /blog/post/ page from search engines

Stop robots.txt from also hiding the contact, quote and catalogue pages

Make the resource library findable: a page per app note, crawlable downloads and a sitemap entry

This week 6

How to run it: Unblock the technical guides: robots.txt hides every /blog/post/ page from search engines

Steps

Why it works

Why it works

Ready to use

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Stop robots.txt from also hiding the contact, quote and catalogue pages

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Make the resource library findable: a page per app note, crawlable downloads and a sitemap entry

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Replace the "price 0" metadata and add product data to every kit page

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: A "request an evaluation kit" button on every product page, routed to the field team

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: An Expanse early access page that qualifies labs before the first call

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

This quarter 9

How to run it: Platform hubs: Watchmaker on Illumina, Element AVITI, Ultima and Singular

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Switching guides for labs moving from KAPA or NEBNext workflows

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: A launch kit for the new Southwest territory

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence