Major pharma firm boosted Field Force Efficiency by 20% after benchmarking 80+ sales reps
07 Jul 2020
1 min read
We estimated the client’s sales force efficiency in 10 metro and Tier I cities to identify gaps and enhance output per employee. We also benchmarked the client’s sales and marketing budget to identify whether lower sales resulted from a lack of resources or due to poor utilization of them
Context
Company Description: A major pharma manufacturer and marketer in India
Opportunity: The client intended to accelerate sales in the region by:
- Estimating increasing Field Force Efficiency (FFE), benchmarking it against competitors and mitigating causes of concern
- Benchmarking sales and marketing budget against competitors
Our approach
- Market visits across randomly selected locations in 10 metro and Tier-I cities for assessing availability, visibility and sales of major SKUs
- Interview and behavior observation of 50+ Distributors Sales Representatives (DSRs)
- DSR shadowing to assess market dynamics like brand pull, retailer and patient attitudes and key demand factors for the brand
- 30+ Medical Representatives (MRs) interviews to assess practitioner attitude and brand pull
- Study of annual sales and marketing budget for top selling SKUs
- Competitive benchmarking of Key Performance Indicators (KPIs) for DSRs, MRs and marketing team