Sales force effectiveness (SFE) is a strategy that focuses a sales force's efforts on more profitable customers. It involves optimizing sales team strategy, talent management, compensation, and support processes. Key aspects of SFE include increasing call frequency and length and ensuring effective message delivery. Modern SFE also facilitates responsive, content-driven interactions between medical representatives and doctors.

2. 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.

3. KEY ROLES:
i. Increasing the number of calls with physicians
ii. Increasing the length of calls
iii. Effectiveness of the messages delivered within
the calls.

4. 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
customer
providing appropriate content.

5. 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:

6. 4- Utilizing new technologies for Pharma sales
excellence
• Leverage social(social media marketing)
• Mobility
• cloud to support sales technology enablement
investments.

7. 5-Coaching the under
performer based on
identification of specific
requirement.
6-Compensate for competency- align
incentive plan with competency frame work

8. 7-Align competency
framework and brand
plan
8-Align your incentive
with the brand plan

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

11. 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.

12. 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

13. 5. First line managers
benefits from listening,
persuading, and closing
deals
6. Sales reps develop their
competencies according to the
current market needs

14. 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

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

16. THAT IS WHY
SALES FORCE EFFECTIVENESS
IS IMPROTANT

17. 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

18. 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

19. 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.

23. 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

24. Ongoing Monitoring
• Raising the level of sales force effectiveness
requires sustained commitment and effort

25. 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.

26. 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.