The document outlines a strategic plan for global commercial training, focusing on building an effective operations department through four main principles aimed at enhancing individual competencies and ensuring compliance. It emphasizes the importance of collaboration between various departments and defines critical success factors such as quality training, teamwork, and cost efficiency. The plan includes detailed tactics and key strategies for training delivery, assessment, and resource allocation to drive the commercial team's performance and contribute to the company's business objectives.

1. GLOBAL COMMERCIAL
TRAINING
Building the
Infrastructure
Authored by André Harrell

2. Note: All information in this global commercial
training strategic plan is based on fictitious
assumptions. This plan is designed to
demonstrate AH2 Management capabilities to
construct an effective commercial operations
department that meets your centers of
excellence needs.

3. OVERVIEW
Commercial Training Structure is built on four principles:
1. Individuals will have the opportunity to improve and capitalize on their commercial
training competencies.
2. Commercial training will help define specific action steps designed to help pull-through
training competencies in the field.
3. Commercial training will have an unwavering monitoring process designed to review
training initiatives and identify skill competency gaps.
4. Partnership/Teamwork with sales, marketing, regulatory and compliance will ensure
individuals are trained in the most effective and compliant way.

4. GLOBAL COMMERCIAL VISION
To provide an enthusiastic & passionate approach to commercial training that
will ensure quality development of our field commercial personnel and meet our
company’s business objectives through a centers of excellence platform. Our vision
will be based on 3 principles:
3 Key Training Business Imperatives:
1. Accelerate Training Uptake
2. Drive Efficiency (Business Processes)
3. Develop People (People Development)

5. CRITICAL SUCCESS FACTORS
• Provide best in class training & development for commercial representatives who will sell
our products/services.
• Conduct best in class product knowledge development training programs for
representatives.
• Help promote a team environment where collaboration on global training objectives is a
focus for the benefit of our internal and external customers.
• Develop cost efficient training programs that address the product knowledge needs of
our commercial team and meet our corporate market share goals.
“Our number one priority will be to help develop our most important asset…
our commercial team”.

6. COMMERCIAL TRAINING STRUCTURE
Brand Marketing (Training Strategy)
Field Commercial (Training Strategy)
Training Strategy
Assessment of
Performance
Current Landscape
Plan of Action
Key Issues &
Strategies
Assessment of
Performance
Current Landscape
Plan of Action
Key Issues &
Strategies
Assessment of
Performance
Current Landscape
Plan of Action
Key Issues &
Strategies
Global (Training Strategy)
Assessment of
Performance
Current Landscape
Plan of Action
Key Issues &
Strategies

7. TRAINING STRATEGY
Key Strategies Tactics
• Identify Company X’s current Training
Philosophies (Culture)
• Obtain and understand Company X’s
(Business Plan/Company Objectives)
• Commercial force background, and current
training modalities
• Identify dynamics of “Company X” product
marketplace & company business goals (I.e.,,
market share, competitive environment)
• Commercial Training Metrics (“Dashboard”)
• Create innovative training within training
culture boundaries
• Ensure training in consistent with Company
X’s critical business imperatives
• Build training that focuses on specific product
marketplace & corporate business goals to
ensure the value of training
• Ensure commercial training initiatives are
“graded’” to identify best practices (I.e.,
develop a tool that records the results of each
training class and/or initiative

8. BRAND MARKETING (TRAINING STRATEGY)
Key Strategies Tactics
• Partnership & collaboration with Company X’s
brand marketing
• Solidify commercial & marketing teamwork
• Encourage shared strategic brand & training
initiatives
• Identify brand strategic business imperatives
• Brand Marketing Research Overview
• Identify brand market update (I.e.,, product(s)
market $ volume, $ growth, $ dollar potential
• Thorough understanding of brand business plan
• Consistent meetings with brand
• Encourage teamwork on special training
initiatives
• Drive involvement in brand strategic
planning
• Encourage involvement with Company X’s
brand research needs
• Understanding product(s) forecast will help
build the metrics and performance on
training

9. BRAND/TRAINING PRIORITIES
• Exploit uniqueness of Product
• Disrupt perceived market
Satisfaction
• Shape market dynamics; establish
leadership presence
• Gain positive initial product
experience
“Brand” Priorities (examples) Key Training Priorities
• Development of comprehensive training
program that accommodates unique
product and market dynamics
• Successful implementation of all
extended learning systems
• Ensure training aligns with field
commercial strategy
• Ensure training initiatives meet
regulatory rigor

10. FIELD COMMERCIAL (TRAINING STRATEGY)
Key Strategies Tactics
• Consistent communication with Company
X’s field leadership
• Identify Company X’s new hire process
• Identify Company X’s field goals,
objectives and direction
• Understand field demographics (I.e.,
tenure, new hire ratio, turnover percentage)
• Identify and understand training class
metrics (I.e., training performance)
• ZOOM calls, face to face meetings, etc
(e.g., updates on training, new hire
performance)
• Develop consistent feedback process to
ensure the importance of training pull-
through
• Company X’s “ field environment” will
dictate how we plan, develop and rollout
training classes (I.e. turnover ratio,
commercial tenure, management
involvement.

11. GLOBAL (TRAINING STRATEGY)
Key Strategies Tactics
• Identify key training initiatives that can be
leverage
• Communicate and collaborate with marketing
both US & EU
• Identify and understand EU training
goals/objectives
• Identify key customers on EU side of
business
• Establish close working relationship with
regulatory/compliance unit
• Build collaboration training team with EU
(solidify communication channel)
• Assign “EU” /”US” point persons to
establish communication channel
• Establish a process where training business
plans can be communicated between EU &
US.
• Training initiatives for EU & US have to
meet the personality of the client base
• Communication loop developed with
regulatory/compliance

12. CRITICAL TRAINING INITIATIVES (ASSUMPTIONS)
• Brand Initiatives: Partner with company brand teams to create synergy between Commercial and
marketing that results in training initiatives to drive Company X business results.
• Planning & Organization: Develop training schedule, SOP’s for conducting classes, work with others
to help prioritize departmental projects.
• Vendor Relationship: Establish “win/win” relationships with suppliers to ensure quality and timely
work that is within budget; shares risks, rewards, and accountability. Evaluate currently used vendor
programs. Leverage existing and past programs for new results.
• Training Program Delivery: Develop trainers to effectively manage, facilitate, zoom/in-house training
classes. Ensure communication and cooperation among all internal & external partners to achieve
optimal training program.
• Training Program Design: Creates targeted deliverables that meet identified training needs, which
result in desired behavior. Assesses strengths and weaknesses of current programs. Consistently update
training design, and development techniques.

13. R.O.I. TRAINING
Measuring Commercial Training on
“Return On Investment”

14. ALLOCATING RESOURCES OBJECTIVES
I. Quantify the resources available to your commercial training department
II. Establish strategies for Allocation and Execution
III. Measure the ROI

15. RESOURCE ALLOCATION
All commercial training staff will be accountable for the budget they’ve been allocated
• Active commercial training managers are responsible for their sections (e.g., e.learning, training
classes, home study, national virtual (or live) meetings etc.
• Active commercial training directors are responsible for their section budgets and KPI’s for them.
Budget reviews will happen quarterly with the head of commercial training.
• Head of commercial training responsible for the overall budget and business plan that supports the
budget.

16. STRATEGIC SPENDING
Budget decisions should base on your
business Goals:
Drive up Market Share!
Determine improvement/growth opportunities
• A specific commercial training curriculum based on survey
• Selling Skills versus Product Knowledge
• New Hire Onboarding/Training
• Home Office versus Home Study Training
• Building “Consensus” with select key internal resources
• Who fits into our current strategy (e.g., marketing, regulatory,
business analysis etc?)
• Focus on those areas that will drive market share?

17. ALLOCATION CONSIDERATIONS
• What: types of commercial training do we need and how will we measure its success?
• Metrics can be received after each commercial training initiated
• Utilize commercial leadership/coaching measures to drive consistent execution
• Consistent communication with Commercial leadership, and run needs assessment
quarterly
• Measuring Timing: of spends (front load vs. back load)

18. THANK YOU!
André Harrell (AH2 MANAGEMENT)