Axtria Alignment

Kunal Anand

Description

Axtria²Ingenious Insights Territory Alignment Agenda Section 1: Trends & Challenges Section 2: Axtria Solution Section 3: Differentiators Section 4: Case Studies Industry Trends Life Sciences Sector Is Operating In An Era Of Significant Transformation Mergers and Acquisitions Significant M&A activity is expected as industry brings forth new molecules. Effective allocation & integration of sales force is becoming challenge for managers. Focus towards growing markets Large Pharma companies are focusing towards new markets and trying effective alignment strategies to maintain the growth momentum. Rise of Specialty Markets Pharma is focusing on higher-valued specialty products in HCV, Oncology, MS, and other therapeutic areas.Biosimilars are emerging. So is important to cover them all. Growing Influence of B2B Models Managed care, IDNs, group practicesand institutions areinfluencing the treatment protocols. Doctors no longer do. Therefore, becoming important from sales perspective. Bigger Data The rapid expansion in new data sources is all about the patient. The commercialization of a product depends on leveraging the vast amounts of data that companies are obtaining from a wide array of current and new data suppliers & sources 12/15/2015 Copyright © 2014 Axtria and/or its affiliates. All rights reserved.

Informations

• Publié par: Axtria1
• Publié le: 21 mars 2016
• Nombre de lectures: 7
• Langue: English
• Poids de l'ouvrage: 2 Mo

Extrait

Axtria–Ingenious Insights

Territory Alignment

Agenda

Section 1: Trends & Challenges Section 2: Axtria Solution Section 3: Differentiators Section 4: Case Studies

Industry Trends

Life Sciences Sector Is Operating In An Era Of Significant Transformation

Mergers and Acquisitions Significant M&A activity is expected as industry brings forth new molecules. Effective allocation & integration of sales force is becoming challenge for managers .

Focus towards growing markets Large Pharma companies are focusing towards new markets and trying effective alignment strategies to maintain the growth momentum.

Rise of Specialty Markets Pharma is focusing on higher-valued specialty products in HCV, Oncology, MS, and other therapeutic areas. Biosimilars are emerging. So is important to cover them all.

Growing Influence of B2B Models Managed care, IDNs, group practices and institutions are influencing the treatment protocols. Doctors no longer do. Therefore, becoming important from sales perspective.

Bigger Data The rapid expansion in new data sources is all about the patient. The commercialization of a product depends on leveraging the vast amounts of data that companies are obtaining from a wide array of current and new data suppliers & sources

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Customer Landscape Now is Much More Complex

Touchpoints have increased considerably

Provider / IDN

Social Media

Communities & Websites

Key Account Manger

MSLs

KOL

Ads

GroupPractice

Prescriber

Managed Care

Sales Rep

Regulations

Social Media

Communities & Websites

Patient / Consumer

Print

Rx / PURCHASE Ads eMails TV 12/15/2015 Copyright © 2014 Axtria and/or its affiliates. All rights reserved. | Axtria Confidential–Internal/Restricted/Highly Restricted

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And This Has Led To Some Key Challenges

There is a growing need to do more with less

Strike a perfect workload balance

Even though its difficult to have an alignment that is perfectly balanced, it is reasonable to expect the 'balanced' sales territories to fall within a range of 15 percent from the ideal workload.

Effective coverage of all key accounts

Many uncovered accounts in high- workload territories are significantly better than the accounts that are covered in low workload territories.

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Managing fewer individuals across complex markets

Emergence of new marketing channels, rising influence of B2B Models, decreasing access to physicians, increasing cost of sales and complex sales landscape. Amidst all , the decreasing size of sales force to ensure sales and maintain profitability.

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Agenda

Section 1: Trends & Challenges Section 2: Axtria Solution Section 3: Differentiators Section 4: Case Studies

Typical Challenges With Territory Alignment

Why it fails?

Utilization of data to define precise workload and alignment index  Data required for realignment are often not readily available. (sales force data, account-territory, zip-territorLJ….)  Critical to improve data health and utilize it to calculate the precise workload and alignment index

 While performing the territory realignment with uniform workload balance & effective client coverage, the Sales force incentive compensation plans can work against achieving the best alignment Impact on Sales Compensation

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INADEQUATE FIELD BUY-IN Field rep view may mismatch with the territory assigned to him because of personnel preferences.

TERRITORY ALIGNMENT CHALLENGES

 Embedded analytics to define the alignment changes, best suited for change in strategy or product mix.

Manage Incremental changes

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Axtria Territory Alignment Center of Excellence

Best of the breed people, processes and tools

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Domain experts, data scientists & analysts well versed in multiple therapeutic areas and industry data sources (traditional, new and emerging) Team of professionals: 50+ AligŶŵeŶt COE’s ǁith ǀast experience in territory alignment and personnel placement for wide range of B2B, life sciences, and CPG/FMG companies, large and small, in the US and globally

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People

Process

Product

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Data-driven and collaborative process with detailed planning, project documentation, field sales discussion and sales manager review to realign territories and Specialty sales teams as per company objectives. Proven process covering array of cloud services for territory realignment, personnel placements and rooster management.

AlignMAx–Cloud based alignment management solution built on provenenterprise grade technology - force.com Single version of truth for Alignment data; integrated with upstream (SFDC, CRM, HR Management) and downstream (IC, Sales Reporting) systems Pre-built APIs help in faster integration and data exchange 12/15/2015 Copyright © 2014 Axtria and/or its affiliates. All rights reserved. | Axtria Confidential–Internal/Restricted/Highly Restricted

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Solutions to handle a variety of deployment issues

Helpingclients bring ‘order to chaos’

Business need

Ad hoc analysis

Alignment Audit

Field Request Tracking

Alignment maintenance (L1)

Local / District Redesign (L2)

Major Territory Realignment (L3)

Sales Resource Planning and tracking

Vacancy Management

ASC - Alignment Service Center     

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Process

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Axtria Capabilities

AlignMAx

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Alignstar / Other tools  

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People Placement

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Axtria’s Territory Alignment Process

A strong time-bound governance process with clear decision rights

Project kick-off

• Why doing this project? • Whom to engage ? • What degree buy-in ? • How fast / slow ? • Business rules / design • Territory/Reporting structure? KEY DECISIONS • Clean-slate ? • White space ? • Span of control ? • State integrity ?

Deliverables: • Updated project plan and data requirement

Data Development

• What data assets will be needed to address all project phases ? Is it complete & Correct ? • Index: how do we want to allocate / deploy sales resources ? • By brand / market • Market potential ? • Product Sales ? • Workload ?

Deliverables: • Data inventory • Data summaries reports • Data gap (if any)

Deployment Analysis

• How should we allocate the chosen headcount geographically ? • Based on the chosen allocation of headcount, where are the best territory HQ locations ?

Deliverables: • Alignment Index • Headcount allocations • HQ Locations

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Territory Design

• What is the best design for each territory ? • How balance workload, geography and other considerations ? • How minimize disruption ?

Deliverables: • Territory Design • District & Region Configuration

Field Management Review • What information to share with Field Managers to get their input ? • How refine territory based on local market insight ?

Deliverables: • Appropriate naming of territories

Readiness

• Timing and outputs required for key stakeholders: • Field Sales • HO Operations • IT–data files • HR - Recruitment

Deliverables: • Zip Codes realigned to the territories for sales effeciency

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Axtria’sPersonnel Placement Process

The process can run in parallel to ensure quick sales force alignment rollout

Project kick-off

• Clarify sales force strategy and the people implications • What are guiding principles ? • What is the logical flow of personnel given promotions/ eligibility / selection? KEY DECISIONS • What is the timing of decisions and announcements ?

Deliverables: • Updated project plan and data requirement

Database Development

• What data assets will be needed to address all project phases ? Is it complete & Correct ? • Reps Information and business details? • Reps Home location • Territory Footprints • Ratings • Tenure

Deliverables: • Data inventory • Data summaries reports • Data gap (if any)

Placement Criteria Analysis

• What should be the Decision Criteria? • Who should be st considered 1 ? • Appropriate preference/weightag e defined for various factors like: • Business Overlap • Distance from home to territory centroid. • Performance ratings • Competence • Tenure Deliverables: • Criteria for personnel placement

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Prelim Rep Placement

• Do the criteria select the personnel consistently ? • Test (and re-test) placement algorithms to ensure no unintended consequences

Deliverables: • Reps Placements review and testing

Final Rep Placement

• Evaluate placements from perspectives: • HR • Legal • Field Sales • Statistical validation • Exception reporting

Deliverables: • Reps aligned to the territories

Readiness

• Timing and outputs required for key stakeholders: • Field Sales • HO Operations • IT–data files • HR - Recruitment

Deliverables: • Assigned territories for call planning

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