Effective sales force controlling with
                            SAP BW
           Roche Pharma integrated analysis plat...
Agenda
             Roche Pharma AG
             Starting Position
             Business Case
             Field Force...
Roche Pharma AG - the company
           Since more than 100 years Roche Pharma AG improves the life quality
            ...
Roche Pharma the company
           Act in restore different kinds of cancer
           Act in virus, metabolic or other...
Agenda
             Roche Pharma AG
             Starting Position
             Business Case
             Field Force...
Starting Position: Action Fields


                    • Virtual Team   • Project       • Project plan   • Project
       ...
Virtual team setup
                                                                              Istanbul:
               ...
Virtual team rules
          1) Support teambuilding in the beginning
          2) Make transparent who does which tasks
 ...
Project description
           Roche has done the rollout for their new CRM System Visual Elk.
           They needed al...
Project plan
            Project plan for Contact Management and Market data

           Country / Time        Q1 2007   ...
Project requirements
              Define CORE Model
              Solution Rollout with less trainings
              D...
Agenda
              Roche Pharma AG
              Starting Position
              Business Case
              Field F...
Business Case – who are the contacts
             Doctors

                       Pharmacies

                            ...
Business Case – Process of contact
           management

               Define:       Planning       Execute:        Meas...
Key figures

            What are necessary key figures to support sales decisions?
                Number of activities
...
Basis for decisions
            You have to know the activities and sales of your Sales Represents.

            You hav...
Agenda
              Roche Pharma AG
              Starting Position
              Business Case
              Field F...
Field Force Structure – Unique structure

                                             BU




                     Team A ...
Field Force Structure – Territory Assignment
               BU

                    Team


                       Territor...
Agenda
              Roche Pharma AG
              Starting Position
              Business Case
              Field F...
Solution: Technical details
              SAP BW 3.5
              Webtemplates
              Bex Query Designer
      ...
Data model
            Reporting layer                Reporting
                                             cube


      ...
Standardbibliothek???


                   Challenges

                                            Prevent multiple
      ...
Prevent multiple counting
            Using Hierarchies
                In case of multiple assignments
                B...
Calculation of virtual key figure
            Virtual key figure:
                 calculate values of the key figure dur...
Cockpit sample
Seite 26
Geo Reporting
              Geo Reporting define Roche specific maps of Sales structure
              Additional tool of...
Agenda
              Roche Pharma AG
              Starting Position
              Business Case
              Field F...
Standardbibliothek


                   Benefits


                   1.)          • Different views to the data




     ...
Different Views to the data
           • Historical view                   • Current View
                                ...
Improved Analysis
           1.   Geographic analysis in a map
           2.   Analysis of the Sales Rep responsible terri...
Economic Benefits
           1.   Improved Sales and Turnover
           2.   Reduced costs for the teams
           3.   ...
Agenda
              Roche Pharma AG
              Starting Position
              Business Case
              Field F...
Lessons learned
           1. Take care and consider multidimensional structures (field force)
           2. Define unique...
Agenda
              Roche Pharma AG
              Starting Position
              Business Case
              Field F...
Your turn: Questions?




                           Manuel Grieshaber
                           Senior Consultant

     ...
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Effective sales force controlling with SAP BW

  1. 1. Effective sales force controlling with SAP BW Roche Pharma integrated analysis platform Roche Pharma AG Manuel Grieshaber, IBSolution GmbH June, 22nd, 2010
  2. 2. Agenda  Roche Pharma AG  Starting Position  Business Case  Field Force Structure  Solution  Benefits of the reports  Lessons learned  Your turn: Questions? Seite 2
  3. 3. Roche Pharma AG - the company  Since more than 100 years Roche Pharma AG improves the life quality and recovery changes of sick people  One of the leading Pharma companies in the world  Locations in more than 150 countries  All over the world more than 80.000 employees  2008: nearly 30 Billion Euro turnover  Headquarter located in Basel, Switzerland, but the global IT department located in Grenzach-Wyhlen, Germany Seite 3
  4. 4. Roche Pharma the company  Act in restore different kinds of cancer  Act in virus, metabolic or other indications  Work deep in molecular biology  Is leading in the range of monocular antibiotic for cancer and rheumatoid arthritis  Basic principle: each life counts  Large investigation in life science and healthcare research  www.roche.com Seite 4
  5. 5. Agenda  Roche Pharma AG  Starting Position  Business Case  Field Force Structure  Solution  Benefits of the reports  How to minimize Projects risks  Your turn Questions? Seite 5
  6. 6. Starting Position: Action Fields • Virtual Team • Project • Project plan • Project Setup description requirements … Bibliothek_Pool_ 08_12.1999 Hilfs-
  7. 7. Virtual team setup Istanbul: Grenzach: Interface development and BI Development (IBSolution BI Support (Roche) GmbH) and Project management (Roche/IBSolution GmbH) Madrid : SAP Basis Support (Roche) and local Sales and IT representatives of each country (Roche) Seite 7
  8. 8. Virtual team rules 1) Support teambuilding in the beginning 2) Make transparent who does which tasks 3) Make a transparent and detailed project controlling 4) Periodic Telco and Net meeting with the Project team 5) Consider cultural differences of the team members 6) Stay stepless in contact 7) Take care that everyone has the necessary information at the right time 8) Everyone has to communicate the information in real-time Seite 8
  9. 9. Project description  Roche has done the rollout for their new CRM System Visual Elk.  They needed also a platform for their analytics & reports.  Because of the planed roll out for more then 10 countries it was necessary to build a CORE Model.  What’s the CORE Model – explanation, picture???  Consider all dynamical organization structure changes  Join the CRM Data with external market data Seite 9
  10. 10. Project plan  Project plan for Contact Management and Market data Country / Time Q1 2007 Q2 2007 Q3 2007 Q4 2007 Q1 2008 Q2 2008 Q3 2008 Q4 2008 Q1 2009 Q2 2009 Q3 2009 Q4 2009 Q1 2010 Q2 2010 Netherland Croatia Bulgaria, Romania Turkey, Czech Republic, Poland Hungary, Russia, Slowakia Morocco+ additional Moduls CEMAI CORE + additional moduls Seite 10
  11. 11. Project requirements  Define CORE Model  Solution Rollout with less trainings  Definition and harmonization of Field Force Structure  Uniform CRM and Market data  Matching CRM Master data with external data  Provide a web based online reporting platform  Consider reorganizations in the company Seite 11
  12. 12. Agenda  Roche Pharma AG  Starting Position  Business Case  Field Force Structure  Implementation  Benefit of Reports  How to minimize Projects risks  Your turn Questions? Seite 12
  13. 13. Business Case – who are the contacts Doctors Pharmacies Hospitals Wholesales Organizations / Institutions Patient Seite 13
  14. 14. Business Case – Process of contact management Define: Planning Execute: Measure: Define -Target - Activities - Activities The success groups Necessary - Events - Events by external - Field force arrangements - …. -…. Market data structure Seite 14
  15. 15. Key figures  What are necessary key figures to support sales decisions? Number of activities Number of product presentations Number of reached contacts Sales, turnover Market share Target achievements Coverage of target contacts Frequency of visits at target contacts Time on/ off territory of a Sales Representative Seite 15
  16. 16. Basis for decisions  You have to know the activities and sales of your Sales Represents.  You have to know the success of the activities and events.  You have to bring together CRM-Data and external Market data in one and the same report .  You have to define the classification for the contacts.  You want to have a 360 view of the contact. Seite 16
  17. 17. Agenda  Roche Pharma AG  Starting Position  Business Case  Field Force Structure  Implementation  Benefit of Reports  How to minimize Projects risks  Your turn Questions? Seite 17
  18. 18. Field Force Structure – Unique structure BU Team A Team B Team…. Territory A Territory B Territory C Territory D Territory … Dient das nur zur Begriffsklärung? Falls nur Begriffsklärung, würde ich es an den Anfang stellen nach Starting position Seite 18
  19. 19. Field Force Structure – Territory Assignment BU Team Territory A Sales Reps Products (Groups) Indications Bricks Seite 19
  20. 20. Agenda  Roche Pharma AG  Starting Position  Business Case  Field Force Structure  Solution  Benefit of Reports  How to minimize Projects risks  Your turn Questions? Seite 20
  21. 21. Solution: Technical details  SAP BW 3.5  Webtemplates  Bex Query Designer  ….. Seite 21
  22. 22. Data model Reporting layer Reporting cube Enrichment layer CRM Market Staging Layer CRM FFS Market External Market DataSources CRM-Data data External Market Seite 22 Source System CRM-Data data
  23. 23. Standardbibliothek??? Challenges Prevent multiple counting of same objects Cockpit Calculation of visualization virtual keyfigures during runtime Bibliothek_Pool_ Geo-Reporting Performance 08_12.1999 Hilfs-
  24. 24. Prevent multiple counting  Using Hierarchies In case of multiple assignments Build a flat file by an ABAP Program Get the new hierarchy during each data Upload According to the settings and structures in CRM http://help.sap.com/saphelp_nw04/helpdata/en/b0/ab8e3cb4340b14e10000000a1 14084/frameset.htm -> Warum der Link?  Using exception aggregation Using compounded keys like (Activity ID+ contact+ product) Show the number of this compounded keys Use this function in Queries http://help.sap.com/saphelp_nw70/helpdata/en/f1/0a5673e09411d2acb90000e829 fbfe/frameset.htm -> Warum der Link? Seite 24
  25. 25. Calculation of virtual key figure  Virtual key figure: calculate values of the key figure during execution of the query Present values which are not stored in database Present values which could not calculated with formula http://www.sdn.sap.com/irj/scn/index?rid=/library/uuid/60e34f63-f44c-2c10-488e- c89b04e0ca7c&overridelayout=true  Example: Count how often a contact is visited in the selected time frame: Seite 25
  26. 26. Cockpit sample Seite 26
  27. 27. Geo Reporting  Geo Reporting define Roche specific maps of Sales structure  Additional tool of ArcView for creating maps  Using geo-coded InfoObjects  Upload shape files  Shapes are shown as different layer in Web templates  http://help.sap.com/saphelp_nw04/helpdata/en/b0/ab8e3cb4340b14e100 00000a114084/frameset.htm -> Warum der Link? Seite 27
  28. 28. Agenda  Roche Pharma AG  Starting Position  Business Case  Field Force Structure  Implementation  Benefit of Reports  How to minimize Projects risks  Your turn Questions? Seite 28
  29. 29. Standardbibliothek Benefits 1.) • Different views to the data 2.) • Improved Analysis 3.) • Reduced Costs, Key figure improvements Bibliothek_Pool_ 08_12.1999 Hilfs-
  30. 30. Different Views to the data • Historical view • Current View o Who should know about the activities? o Who has done the activity? o What happened in the o How much has a sales rep responsible territory of a done? sales rep? o What happened at the o 360 view at the contact in contact? which organization it is assigned Seite 30
  31. 31. Improved Analysis 1. Geographic analysis in a map 2. Analysis of the Sales Rep responsible territory 3. Product – Indication oriented analysis 4. Used for dynamic authorization controlling 5. Assign a Contact to different territories to get a 360 view Seite 31
  32. 32. Economic Benefits 1. Improved Sales and Turnover 2. Reduced costs for the teams 3. Detailed planning for single teams 4. Measure the success of events and activities 5. Reduce the number of wrong visits 6. Consider automatically reorganizations of the field force structure 7. Visualize the customer potential 8. Get your benchmark to the competitor Seite 32
  33. 33. Agenda  Roche Pharma AG  Starting Position  Business Case  Field Force Structure  Implementation  Benefit of Reports  Lessons learned  Your turn Questions? Seite 33
  34. 34. Lessons learned 1. Take care and consider multidimensional structures (field force) 2. Define unique key to count the activities, products and contacts 3. Take care about the data volume of the query selection, because of the virtual key figure calculation 4. Define a unique way to harmonize CRM and Market data 5. Involve business steadily during the total project time Seite 34
  35. 35. Agenda  Roche Pharma AG  Starting Position  Business Case  Field Force Structure  Implementation  Benefit of Reports  How to minimize Projects risks  Your turn: Questions? Seite 35
  36. 36. Your turn: Questions? Manuel Grieshaber Senior Consultant IBSolution GmbH T +49 (0) 7131 6 49 74 – 1084 Salzstraße 140 M +49 (0) 151 180 29 479 D - 74076 Heilbronn www.ibsolution.de Manuel.Grieshaber@ibsolution.de Seite 36

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