Synergizing Marketing Excellence & Sales Force Effectiveness (only available as in-house training programme)
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Edouard Demeire
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- How to analyze marketing dynamics in the sales territories and gain stakeholder insight locally.
- Effectively segment and target the customer mix in each sales region.
- Tailor the marketing mix at the sales territory level.
- Optimize resource allocation across the sales force.
- Coach your reps and manage their competencies so that they optimally implement marketing strategies and field sales excellence.
- Learn from Edouard's in-depth expertise and extensive experience in pharma commercial management.
What sets this course apart?
The expert and his methodology: Edouard Demeire developed a methodology that makes sales and product managers work synergistically. Product Managers will learn how they can help Sales Managers to effectively implement their product marketing strategies in the regions, while Sales Managers will get the tools to develop regional commercial plans adapted to the local situation, as well as to manage the performance of their sales force accordingly.
The simulation game: Edouard developed a new and exciting simulation game whereby participants can gain the skills for making optimal sales force management decisions. You will take time allocation decisions and rep performance management decisions so that brand marketing strategies are effectively implemented in each of the sales territories, thereby learning how to maximize your sales figures!
Who should attend?
The positions that will most benefit from this course are those bridging the marketing and sales functions, e.g. Business Unit Managers, as well as the teams of Sales Managers and Product Managers responsible for the implementation of marketing strategies at the field force level.
Past participants
Following is a non-exhaustive list of delegate profiles that participated in this course:
Product Manager Abbott Portugal Commercial Manager - EU Partnership ALK-Abello Denmark International Product Manager ALK-Abello Denmark Sales Director Astellas Poland CI Manager Oncology Bayer Schering Pharma Germany Sales Manager BeLux Biogen Idec Belgium testimonial Product Manager OTC Boehringer Ingelheim Ukraine testimonial Senior Lead Analyst Datamonitor UK Business Unit Manager Ferring Denmark testimonial Business Unit Manager Ferring Belgium Business Unit Manager GlaxoSmithKline Estonia SFE Product Manager IMS Health Belgium Field Sales Manager LEO Pharma Belgium Sales Manager Medis Slovenia Marketing Manager Sandoz Turkiye Sales Effectiveness Systems Manager Sandoz Turkiye Field Force Manager Sanofi-aventis Poland
Programme outline
Day 1
Welcome & General Introduction
- The importance of market-driven sales management for the business performance of marketing & sales organizations
- Introduction to the simulation game, by means of which you will experience how marketing strategies and sales activities interact, and you will master key performance management skills
Understand market dynamics within sales territories
- How national marketing strategies fail through differences in regional sales environments
- Analyzing relevant regional market dynamics using "Road to Purchase" tool
- How to gain insight into customer needs
- Group work on: Application of analyzing regional market dynamics to answer the crucial question “Where are we and where are we going?”
Ensure the right customers are targeted
- Which criteria should you use to segment physicians?
- Selecting and prioritizing physician segments using the “Regional Customer Attractiveness Grid”
- Deciding on a Customer Portfolio Strategy embracing all sales regions and all market segments
- Optimizing targeting at the regional level by aligning it with brand positioning strategies
- Simulation rounds 1 and 2: Integrating regional customer selection and action planning
Developing action plans based on local drivers and aligned with brand marketing strategies
- A discussion on best practices in selling pharmaceuticals
- Understand processes that impact on Rx sales by analyzing physician decision making processes and the influence of key stakeholders
- Design a marketing mix in each region such that you maximize both the effectiveness and efficiency of sales activities
- Setting Key Performance Indicators
Day 2
Aligning the competencies of your commercial organization with regional market needs and potential
- Key principles of managing sales staff performance
- Analyzing market and competence data to assess sales force performance
- Optimizing sales manager time allocation across regions and activities using "The Sales Manager’s Dashboard"
- Practicalities about translating product plans into regional realities
- Simulation rounds 3 and 4: Optimizing sales performance management and time allocation
A holistic approach to business performance management
- Pragmatic approaches to measurement in the new pharma environment
- How to improve your follow-up - a discussion of pros & cons of:
- Capability and performance benchmarking
- Best Practice tools using "Performance Frontier" approaches
- Simulation round 5: This final round aims to consolidate and integrate all concepts and tools
Final debrief of learnings & personal action planning
Learning methodology
This course uses a variety of learning approaches, but most importantly a computer based simulation game that allows participants to apply the concepts and tools taught during the interactive lectures.
The simulation ensures that you learn how to develop regional commercial plans that more effectively and efficiently implement national strategies.
Meet the expert: Edouard Demeire
Edouard Demeire uniquely combines in-depth pharma marketing and sales expertise with academic rigour and a wealth of training experience all over the globe. His teaching, consulting and research focus is on systematic decision support tools and models for pharma marketing strategy and implementation.
Edouard has trained well over 4000 executives in the pharmaceutical industry. He is a Visiting Professor at CEDEP/INSEAD in Fontainebleau, Solvay Business School in Brussels, ESCP-EAP in Paris, and SIMI in Copenhagen. He also ran hundreds of workshops at AZ, Eli-Lilly, LEO Pharma, Novartis, Organon, Roche, Schering-Plough, etc., at both corporate and affiliate level.
He is a close colleague of Prof. Marcel Corstjens of INSEAD. Together they developed the very successful STRATPHARM business simulation game and authored several authoritative articles in the area of strategic pharma marketing and delivering customer value through the commercial organisation.
Dates & Venue
Since this course is offered as an in-house training programme only, dates and location are decided by the client.
Testimonials
"Our Marketing strategies look excellent and our Sales Force is extremely effective… yet, the results could be better if both ends would articulate better across regions…" As a GM in various countries and companies, I have often felt that way. This course is addressing this key topic in a very pragmatic way. I would recommend any company to send its sales and marketing managers together. They will improve the way they design and execute commercial strategies across regions… and we know that the leverage on sales can be enormous, don´t we?
This course is about making more sales. For this, it provides practical answers and training around the key question: how do I make sure that my Marketing and Sales resources work effectively together across regions? It is a seminar to be attended by Sales AND Marketing managers together, for Sales AND Marketing managers who want to achieve more together. I found it to the point and excellent."Pierre Detours, formerly Country Manager with Wyeth and Bayer Healthcare, currently VP & Board Member IMV Technologies - France
"Perfect opportunity to weight marketing strategies and targets against sales approaches. Edouards' expertise on pharma marketing tools and its implementation is a valuable asset to improve interaction between sales and marketing decision makers. This is an excellent course to be sending sales and marketing tandems to, both on a PM / DSM as on a business unit level."
Sofie De Craecker, Sales Manager, Biogen Idec - Belgium
"The course was great, with a good balance between theory and practice, and with very practical theory from professor Edouard, ready to be implemented at home. I was truly impressed."
Martin Jönsson, Business Unit Manager, Ferring - Sweden
"Great merit of Executing Marketing Strategies in Pharma Sales Management course belongs to excellent professional and presentational experience of Professor Edouard Demeire. Accurate and structured statements in combination with good oratorical skills make the total course comprehensible and useful for applying in every-day work. Really great benefit - to get experience of work from participants from different countries, one more great service form the side of C.E.L.forpharma company. Thank you. Good luck."
Oksana Yakobchuck, Product Manager OTC, Boehringer Ingelheim - Ukraine