Sales Force Effectiveness
Global BioPharma Company
Analysing the effectiveness of a multi-country sales force
Our client wanted an in depth Sales Force Effectiveness (SFE) analysis for several of their key European countries. They needed to understand how their salesforces were currently performing, whilst also seeking suggestions on how they could be better optimised.
The challenge our client faced was that with many different datasets across several different nations, it was extremely difficult to get a picture on how each sales force was performing. There was no sales force overview at a country level, which meant that it was hard to compare one country to another to identify improvements.
CSL's solution involved thorough data preparation and subsequent analysis
CSL collated, cleaned, and analysed a plethora of datasets for each country. Examples of data included sales, targets, and activity. We investigated a range of activity KPI’s, encompassing frequency, coverage and total calls in order to assess how each team was currently performing.
Combining this with the sales and market data gave us a good picture of where activity was and was not working and what could be done to optimise sales.
What were the benefits for the client?
CSL visualised the client’s data to help them interpret their data more easily and provide an overview of how their sales teams were performing. This enabled our client to more easily compare and contrast countries, allowing them to make evidence-based changes to each region.
Additionally, our analysts highlighted gaps in their current data and provided recommendations to improve reporting in future. During this project, we noticed issues with their targeting and segmentation and so the scope was extended to implement these fixes. The overall result was a more effective sales force structure across Europe.