Data Insight for Competitive Sales Strategies
Sales is a highly complex, fast-moving environment. Today, we operate in a world of more: more people, more rules, more processes, more competition, more requirements and more systems. This means more complexity for your customers as well as sellers, who need to create value for their HCPs and, ultimately, the company.
Your leadership team is focused on sales revenue, pipeline management, strengthening the sales culture and seeking ways to boost productivity and unlock performance. Topics like sales enablement, advanced analytics and customer experience have all taken center stage, and there are more priorities for sales leaders than ever before. If the sales organization is out of step with the strategy, revenue opportunities can be compromised. Many foundational areas are sometimes overlooked, but there is a better way.
Helping Sales Teams Understand Strategic Impact
We have worked with dozens of pharma brands of all sizes and therapeutic type, helping strategic account managers and key account managers, among others, measure the impact of their sales and marketing strategies through customer experience metrics. In the quickly changing COVID-19 environment, we can assist with reinventing your sales go-to-market approach, strengthening your relationship with marketing and looking for new ways to bolster your customer engagement approach.
- Outcomes Decision Framework
- Performance Insights
- Sales & Marketing Alignment
- Customer Journey Analytics
Outcomes Decision Framework +
New Ways to Unlock Sales Performance
Sales teams know the most successful strategies are executed with performance goals in mind. However, many sales organizations lack a unified measurement framework that includes marketing strategies and tactics. The result is a one-sided view of the commercial performance picture.
To develop a results-driven strategy that supports your sales efforts and drives commercial value, you must enhance your team’s marketing alignment. A survey of sales professionals found that sales and marketing alignment drove 36% better customer retention.* Let our experts ask the key business and operational questions to create a plan aligned to your goals.
Bring Your Tactics Together
We work with our clients to combine sales measurement with the multi-channel marketing plan, creating a comprehensive picture of all customer touchpoints, associated expenses and ROI forecast. Our approach to developing a strategic measurement framework is foundational to creating insight-driven decisions.
Attract the Ideal Targets
Next time you prepare to host an event (virtual or in-person) with key opinion leaders (KOLs), make sure your ideal targets are aligned to your speaker. Our team will analyze your events to identify the ideal mix of attendees to optimize your ROI while considering the marketing tactics used in each market. Sampling alignment and co-pay cards are great sales resources that you can target for a better ROI and sales impact.
Insights in Action: Effective Integration
We designed an integrated dashboard within a client’s Tableau environment for a sales team that provided line of sight into sales activity (calls, speaker events, and sample distribution) and marketing activity (emails, patient experience programs, and targeted campaigns), as well as a view of sales at the rep level that was scaled by region or district-level views. We quickly identified the sampling approach that was associated with the fastest growth for the brand, allowing for best practices to be shared with the full team. Feedback from the field reps for the tool overall was positive and included requests to provide this reporting on a more frequent basis than originally planned
Performance Insights +
Reliable Performance Insights You Can Use
Do you know how your data connects to your sales and marketing strategies? We use many proven analytics models, but insights are shaped with in-depth knowledge of the sales and marketing strategy combined with implementation experience. We can describe, predict and improve your sales success and boost customer satisfaction.
Real Data for Real Results
We utilize multiple sources to produce high quality analytics that quantify operational savings, determine ROI potential and optimize sales activity on a monthly basis.
Customized Insight Summaries
Every client engagement is unique, and prototypes are developed with you to ensure the sales insights and opportunities are actionable by your sales team. We include clear recommendations that are mapped to past engagement and predictive outcomes to clarify sales potential. We can use your existing CRM to distribute dashboards and insights or assist in developing tools such as Tableau to create interactive insight dashboards that can be customized by geography, team, sales rank—you name it!
Insights in Action: Analyzing Market Share
Our client was interested in learning more about the cause of the recent 25% drop in market share. Some members of the field team suggested that it was due to the company’s change in their copay card program. After analyzing the data, we found the change in the copay card had an effect on copay card redemption but minimal effect on market share. The drop in market share directly coincided with the company’s sales force realignment.
Sales & Marketing Alignment +
Be the Company Your Competition Wants to Be
You have the same goal as your marketing colleagues: drive sales and revenue. Misalignment on reaching these goals is common, though, with only 8% of companies showing strong alignment between their sales and marketing teams.* This lack of alignment can hinder the effectiveness of your sales efforts. Companies with sales and marketing alignment grow their brands 36% faster†, enable sales teams to achieve 38% higher win rates and have 36% higher customer retention levels.‡
Now is the time to optimize your sales organization’s stamp on business. Articulate sales’ role through enhanced cross-functional alignment, improve revenue contribution to your brands and increase commercial value for your company. Aligning sales and marketing is critical in today’s environment. Let us help make sure you’re in sync.
* Forrester Research
† SiriusDecisions 2018
Utilize a Personalized Strategy
Using a proven approach for tailoring a cohesive and integrated performance plan, our experts will collaborate with your team to identify shared objectives and foundational metrics to govern success. Our focus is centering efforts on driving positive customer outcomes to alleviate some of the challenges marketing and sales may face when working together.
Measure Goals for Your Entire Team
When optimizing sales from each HCP account, it’s crucial to look at metrics across all customer touchpoints—both personal and non-personal—and develop a comprehensive measurement plan. This keeps everyone on track and ensures alignment on the objectives your business is aiming to reach.
Create a Bigger Solution
Are you aware of the promotional strategies your marketing team is implementing? When you look at HCP relationships across sales and your non-personal promotion efforts, you may uncover hidden opportunities (for example, HCPs who have steadily engaged in promotional messaging and are not currently writing but are now receptive to a sales rep contact). We’ll help evaluate processes and data, close communications gaps and identify ways to effectively provide targets with reinforced messaging that encourages engagement and sales. Sharing insights, key messaging, and data across sales and marketing creates a whole that’s greater than the sum of its parts.
Customer Journey Insights +
Deeper Customer Journey Insights
Giving your HCPs a positive, engaging experience with your brand includes more than just sharing eye-catching sales aids to entice them; it requires an intuitive experience. With our customer journey insights, you can uncover a data-driven approach to discovering, analyzing, influencing and optimizing every touchpoint of your customers’ journey, regardless of how they engage.
In addition to auditing the data you currently have available, we utilize IntelliScore®, our proprietary engagement algorithm, to provide a predictive metric that helps define actionable targets. This forms the basis of the business rules you can customize to fit your customers’ multi-channel and sales experiences. IntelliScore® lets us leverage all the data available at the frequency of your choice so you can make informed decisions about your customer journey mapping and achievable campaign options.
IntelliScore® is beneficial in clearly identifying the potential of your HCP segments so you can forecast your levels of sales and marketing investments. Each segment has an investment level and corresponding ROI forecast; this means you have a tangible financial model available to inform how all of your team members can collaborate to benefit your customers and increase sales. Key benefits of this analysis include:
- Identifying which sales team members are the best fit for specific customers
- Understanding whether to increase or decrease your investment
- Gaining insight into which channel will optimize customer satisfaction and ROI