How can CRM technology support your SFE concept within the current MedRep-based pharma business model and help bring you closer to true sales force excellence?
Through our approach, we hope to show you how the various modules and functionalities of a CRM system can support the 12 individual SFE initiatives that we have identified – throughout the course of our involvement in the pharmaceutical sales process – as being integral parts of every coherent concept of SFE. We call them the 12 pillars of Sales Force Effectiveness.
How Do We Create a Pharma SFE Model Supported By CRM?
- Laying the Foundations: This is a pre-segmentation step that defines the “playground” or the field of action: The SFE concept as supported by CRM technology.
- Cutting the Keystone: This step represents the shaping of a product’s Feature-&-Benefit profile – a prerequisite for effective Customer Segmentation and a necessary basis for other initiatives, such as Sales Campaigns.
- Erecting the Pillars: In our concept, there are 12 pillars (or principles) supporting your SFE structure. Each pillar represents an SFE principle which works in conjunction with all other SFE principles to build a solid SFE concept.
- Putting on the Roof: Unifies the whole concept with the distribution of “responsibilities” across the Company’s (Sales & Marketing) organization structure.