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Case Study

Sales Strategy and Sales Force Design implementation

Objective

Implement account-based segmentation to enable field force sizing and territory alignment redesign, in order to enhance performance metrics, gain strategic advantage and improve market penetration

Approach

  • Constructed eligible customer universe based on different business rules
  • Customer valuation was conducted for each facility setting (hospitals, surgery centers, offices) by creating deciles on internal sales and market procedures followed by apt segmentation grid
  • Designed alignment guiding principles that laid the foundation for its re-design
  • Carved out territories leveraging maps software based on recommended headcounts
  • Conducted planning workshops with key stakeholders to refine and lock the territories

Outcome

  • Constructed new eligible target list that allowed the client to capture 95% of the market potential 
  • Identified accounts based on their value and enabled the client to build an optimum targeting strategy to sustain, build and grow account relationships 
  • Recommended coverage and reach strategy, and assessed resource requirement for each site of care
  • Disseminated the deployment details/files to downstream teams and related vendors

Client Benefits

  • Field was able to differentiate key customers that helped in planning and prioritizing appropriately 
  • The tool helped the client arrive at the appropriate level of investment that allowed them coverage of 85% of market potential
  • Helped the client to optimize territory workload and potential with less than 20% disruption
  • The client’s market penetration increased by more than 30%

Sales Analytics and Operations

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