1.
Role & Responsibility of
a Second Line Manager

2.
Sales
 Forecast and achievement
Volume objectives: Region, area, territory
Key Product objectives: Region, area, territory
 Ensure targeted Growth & Productivity

3.
Sales
Continued..
 Increase of market share & rank in the region
 Ensure successful launch of new products
(Ideally staggered launch- RSM,FLM HQ 1st stage, All
SO HQ 2nd stage, Out & Ex next. Vacant territory launch
to be planned separately with involvement &
accountability of FLM)
 Analyze & monitor the fluctuation of sales & do the
necessary intervention

4.
Strategy implementation
 Understand the strategy thoroughly
 Ensure execution of marketing plans and implementation of
strategies
 Ensure successful conduction of activities/events planned
(Qtrly calendar – monitor & take feedback, ensure reduction of
wastages)
 Utilization of inputs: : Ensure utilization of inputs as per plan
 Suggest and ensure appropriate reallocation of inputs in pool
territories

5.
Strategy implementation
 Set a clear goal about the list of customers whom you want to
give the gifts/inputs in your presence
 Monitor ROI
 Decide and draw an appropriate plan about the utilisation of
inputs for vacant territories
 Identify and suggest opportunities for expansion in newer
markets

6.
Strategy implementation
 Contd
 Identify needs of special investment on customers for
market & brand development
 Suggest and execute weak state development strategies
 Understand the strategy thoroughly
 Lead from the front and ensure strategy implementation
 Coach ,inspire and encourage FSM to do value added calls

7.
Meetings
Participate in the conduction of Cycle Meets, New Product briefing,
Sales meeting.
 Develop your skills to conduct the meetings independently
 Ensure all preparation for the meetings( appropriately delegate and
follow up)
Ensure the required preparation asked for
Ensure active participation & involvement of individuals in meeting
Evaluate relationship, co-ordination and cohesiveness in the team
Prepare and submit the feed back

8.
Group activities
 Validate & sanction expense of events, activities & special
campaigns
 Ensure that the activities are as per plan
 Analyse pre and post activity sales,
 Ensure proper ROI
 Reduce wastages
 Ensure that the post event feedback is sent within the stipulated
period,

9.
Customer
 Further validation of MCR,CSP,STP/SFC, Product Prospect matching
 Improve the quality of MCR
 Ensure optimum coverage (monitor & ensure reduction in missed calls, missed
visits and proper morning-evening spread of work at all levels)
 Through net-reporting ensure timeliness of reporting & distribution of inputs
 Constantly work & develop appropriate relationship with KOLs
 Work, identify & develop a pool of speakers
 Set a clear goal for conversion of customers for increasing the prescriber base
( share the objective with every member of the team)

10.
Customer
Continued..
 Monitor & guide FLM for investments on key &
important customers & measure ROI
 Ensure timely response for all customer requests
 Organize, Guide & Monitor activities of FLM & SOs
during events namely National/Zonal/Regional
Conf.,DGMs

11.
Customer Contd...
 Validation of all ex stations and out stations
 Improving the quality of the list
 Set up a mechanism for addition of important
customers and deletion of less important ones
 Explore new business avenue and suggest
expansion plans
 Recommend structural changes in the field set
up

12.
Distribution
 Monitor inventories of key /focus brands, new products (stockist wise) &
suggest IDST in case of shortages.
 Suggest additional stock requirements to achieve the desired plan well in
time
 Monitor & plan liquidation of Near Expiry & Non-moving Products
 Ensuring collection of SSDs from all stockists
 Ensuring compilation of SLS by FLM &SOs
 Validate & control the dispatches made for new product
 Seek information on STNs on a regular basis and share the same with the
team
 Study stockistwise , brandwise fluctuation in sales and do necessary
intervention for course correction

13.
People
 Identify & select suitable individuals whenever vacancies arise(
campus interview and personal scouting,build a data bank for
prospective candidates)
 Ensure proper induction of new joinees (SO, FLM )
 For SO Induction in first 4 months FLM has to put 18 days of
JFW (minimum 3 days at a stretch)
 RSM has to work 4 days (minimum stretch of 2 days) in first 4
months
 Build a team that shares and works towards a common goal

14.
People
 Work for retaining performing individuals by suggesting
appropriate reward/ recognition
 Ensure objective ranking of people (Pool territory, Individual SO,
FLM & RSM every Qtr)
 Identify people with issues of Discipline, Attitude, Behaviour &
Performance and suggest corrective measures/disciplinary action
to H.O.
 Identify Training & Developmental needs of team & organize
coaching and training

15.
Cost control
Expense monitoring vis a vis budget
Reduce the expiry >1.5%
Cut down wasteful expenses
Reduce attrition of performers
Validate STP/SFC

16.
New product launch
 Understand the product and strategy
thoroughly
 Involve in conduction of RCPA
 Validate the list of target doctors
 Launch to all target doctors in your HQ
 Ensure retail availability
 Set SMART goals
 Keep a track of repeat purchase of top ten
retailers in each area

17.
Appraisal
Train to team to do a fair and objective
appraisal
Appraiser of FSM
Recommender of SOs
Relative appraisal of FSM
Give constructive feed back to individuals
with the intention of improving

18.
Weak areas correction
Work out an agreed upon objective for
non performing area. (define non
performance clearly)
Set a brand wise objective
Allocate the appropriate
resources(time,money, material)
Monitor progress against the set
objective, intervene to correct
bottlenecks

19.
SAS
SAS recommendation
Retaining loyal customers and creating
new customer
Monitoring plan vs expenses
Focus on ROI
Measure EI and MPI in your area