SALES FORCE EFFECTIVENESS

Komal Jain QA-15Mithil Joliya QA- 14

Himanshu Zade QA- 13

What is SFE?

• Sales Force Effectiveness is a strategy that enables the sales force to target bulk of its effort towards highly profitable customers and limit coverage of less profitable physicians. It involves around sales team strategy, talent management, remuneration and support processes.

KEY ROLES:

i. Increasing the number of calls with physiciansii. Increasing the length of callsiii. Effectiveness of the messages delivered within

the calls.

THEN– push model build around message control, frequency and coverage NOW- healthcare professionals are pulling information and becoming architect of different kind of engagement.

Now pharma sales personnel become more of: a facilitator responding to specific needs of

customerproviding appropriate content.

1. Aligning marketing and sales to match the healthcare environment

2.The use of analytics to drive sales force approaches

3.Content-driven interactions between med reps & doctors

SFE WITH REALITIES:

4- Utilizing new technologies for Pharma sales excellence• Leverage social(social media marketing)• Mobility• cloud to support sales technology enablement

investments.

5-Coaching the under performer based on identification of specific requirement.

6-Compensate for competency- align incentive plan with competency frame work

7-Align competency framework and brand plan

8-Align your incentive with the brand plan

9-Set transparent objectives and allow the individuals to track their progress.10-Design effective infrastructure to execute your plan

11- Evaluate performance

BENEFIT FROM

SALES FORCE EFFECTIVENES

S

1. Ability to responds to pressures from customers, competitors & changing economy.

2. Management has greater control over the size and structure of the sales team.

3. Promotes coaching, feedback, recognition, and training to the team

4. Medical reps can better target, prioritize, assess physician needs and develop solutions around those needs

5. First line managers benefits from listening, persuading, and closing deals

6. Sales reps develop their competencies according to the current market needs

7. Identify all factors really influencing prescriber behavior including messages which are having the most impact on actual prescribing.

8. Optimize all relevant resources for a brand or portfolio across multiple geographies & activities

sales force represent the largest spent in salesand marketing and yet study after study shows that returns gained from these spend is not perticularly strong.

THAT IS WHY

SALES FORCE EFFECTIVENESSIS IMPROTANT

Right metrics is very important to solve the

• The environment around pharma is becoming hostile from multiple veiwpoint: regulatory agency, patients, physicians,generic compititors etc

• Better metrics will more accurately determine sales force effectiveness

• Better metrics is crucial part of an overall effort to increase sales force effectiveness

Stages for implimentation of SFE Matrics

Stage 1:Identify dimension and level of competency

Stage2:Determine current situation

Stage3:Assess the gap and

Producing report

Stages for implimentation of SFE• Understand what’s happening. What is going on with

your Sales Reps? How are they performing? • Make the distinction between efficiency and

effectiveness. Are you measuring how many activities your Reps are involved in, or are you measuring what kinds of activities they do? Are you encouraging busy work or actual productivity?

• Use metrics that actually measure effectiveness as well as efficiencies.

• Adopt more sophisticated analytics tools that take into account all relevant variables.

Result Analysis

• After developing and implementing a new plan to measure Sales Force Effectiveness, analysis becomes crucial.

• To do this well, companies need to have an in-depth understanding of all the interplays among messages, Sales Force activity and promotional activity. They need to see how the competitors’ activities impact them

Ongoing Monitoring

• Raising the level of sales force effectiveness requires sustained commitment and effort

Conclusion

• The current state of Sales Force Effectiveness is not pretty.

• The good news is that Pharmaceutical companies can improve their sales productivity. They can boost Sales Force Effectiveness without resorting to hiring more Sales Reps.

• Focusing metrics on key drivers such as those listed above do work. Leading companies have demonstrated that quick and significant sales gains can be won with reorganization of sales metrics and efforts.

CASE STUDY AstraZeneca

• AstraZeneca was not performing well in market confidence rankings nor sales potential when it commissioned our analysis. The CEO desired a tool that could pinpoint where to improve and what was required to improve.