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Case Studies    Sales Effectiveness - U.S.

Top 20 pharmaceutical firm
Business unit region launching two products
Inexperienced sales team
Sales considerably below target

Facilitated cross-functional team field travel to evaluate sales force effectiveness

Identified opportunities to improve sales results
Poor rep understanding and implementation of sophisticated targeting process
High number of calls on non-targets “to get a sale any way I can”
Complex frequency objectives poorly implemented
No collection, validation, and dissemination of best practices
Poor SFA system alignment with business process

Simplified targeting process with a focus on high-value, accessible “super targets” to generate short term results
Redesigned standard SFA rep reports to support pre-call planning
Redesigned marketing programs to focus on developing key opinion leaders and generating access to key customers
Developed implementation plan and metrics to track effective selling behaviors

Implementation in progress
Region currently leads nation in sales

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