Sales Analytics and Operations
Sales Strategy and Sales Force Design implementation
March 6, 20262.4K views
1
Objective
- Implement account-based segmentation to enable field force sizing and territory alignment redesign, in order to enhance performance metrics, gain strategic advantage and improve market penetration
2
Approach
- Constructed eligible customer universe based on different business rules
- Customer valuation was conducted for each facility setting (hospitals, surgery centers, offices) by creating deciles on internal sales and market procedures followed by apt segmentation grid
- Designed alignment guiding principles that laid the foundation for its re-design
- Carved out territories leveraging maps software based on recommended headcounts
- Conducted planning workshops with key stakeholders to refine and lock the territories
3
Outcome
- Constructed new eligible target list that allowed the client to capture 95% of the market potential
- Identified accounts based on their value and enabled the client to build an optimum targeting strategy to sustain, build and grow account relationships
- Recommended coverage and reach strategy, and assessed resource requirement for each site of care
- Disseminated the deployment details/files to downstream teams and related vendors
4
Client Benefits
- Field was able to differentiate key customers that helped in planning and prioritizing appropriately
- The tool helped the client arrive at the appropriate level of investment that allowed them coverage of 85% of market potential
- Helped the client to optimize territory workload and potential with less than 20% disruption
- The client’s market penetration increased by more than 30%