Sales and Marketing Effectiveness and Capabilities

The capability of our marketing & sales management teams has always been important. However today’s changing business environment means even greater focus on excellence

in existing competencies, such as business analysis, planning, implementation & measurement of results. In addition, new competencies are required to ensure success, including market access, account management, client service and leadership. The old ‘black box’ approach to SFE is no longer sufficient (if it ever was!)

Increasingly in today’s healthcare customer environment, decisions affecting your brands are often made by groups, committees and organisations, rather than purely by individual prescribers. These ‘decision-making units’ require a business to business account-based approach, and so need a new business model to effectively engage with them to create & sustain value.

As we evolve and develop new business models, so we also need to build a greater service culture towards our customers, to build sustainable long-term customer relationships which enable you to sell your brands to new customer groups, by creating value for them in a way which resonates with their terms of reference.

GalbraithWight consulting services, tools & processes in sales & marketing effectiveness help Clients analyse, design, develop & implement the organisational capabilities required to succeed in today’s environment, resulting in increased organisation effectiveness, the creating of greater value for our Clients’ customers, and increased sales & profit for our Clients’ brands.

Through helping our Clients build the right organisation capabilities, we also help our Clients recruit, develop and retain the right people for their talent pool, ensuring effective development & succession planning for key Commercial roles.

Sales & Marketing Effectiveness services include:

Capabilities and Competencies Analysis
We help our Clients to create a competency framework for marketing & sales management professionals. We build clear descriptions of competency, by role, by level, to ensure a clear picture of capability requirements for any commercial role, for affiliate, regional (e.g. Europe, Asia Pacific) or global roles.

We develop competencies for all sales management & marketing roles, plus healthcare development manager and key account management roles.

These competency frameworks facilitate the development of skills & knowledge, & transparent individual development plans. They also feed into the development of a training curriculum, and into effective succession planning.

Key Account Management Strategies & Design
Within any key account management approach, the process by which individual accounts are defined and mapped within any specific healthcare system is a critical success factor. We can help you analyse how accounts are defined for a particular healthcare system or disease area, or even a region. Based on this analysis we help you to design & build an account based strategy and implementation plan, with the right metrics & key performance indicators. In addition our services include the development of business needs analysis to feed into CRM system development. This means that you have a more systematic approach to the design and implementation of an account-based CRM approach for your business.

Commercial Organisation Development for Customer Points of Leverage
Building the right organisation structure is key to successful implementation. Based on a comprehensive analysis of the key leverage points within your customer map, we can help you design and implement the best Commercial organisation which meets the specific needs of your portfolio.

Customer Service & Development of Customer-Centric Organisations
Building a really customer-centric organisation which delivers valuable service to your customers is breaking new ground for many pharmaceutical companies. Based on the experience & learning from other business sectors such as financial services, plus the latest research from academia & the Institute for Customer Service at Warwick University, we help our Clients to design, develop & implement the systems, processes, culture & organisation dynamics to create the competitive advantage a truly customer-centric approach can bring.