RMCI - Case Studies - Sales Force Effectiveness

Case Studies Sales Effectiveness - Europe

Top 20 pharmaceutical firm

Declining market share for blockbuster product

Ongoing new product launches

Management belief: reps allocating too much effort to new products at the expense of the blockbuster product

Identified many opportunities to improve sales performance without additional investment

Establish standard criteria for creating customer target lists

Establish effective reach and frequency goals by target class

Eliminate metrics such as calls per day that drive unprofitable behavior

Developed metrics to track and manage productive behaviors

Developed detailed action plans and continuous improvement process

Blockbuster market share stabilized

New product sales significantly exceeded client’s expectations