How Much are Marketing & Sales Capabilities really worth in Pharmaceutical Management.

1. How Much are Marketing &
Sales Capabilities
Really Worth ?
BY PIYUSH TRIPATHI
MBA PM

3. M&S Capabilities have a definite impact
on a company’s Financial
Performance is a known fact. The
problem here in identifying the key
capabilities which contribute the most.

4. Major Factors that Matter
 Growth Expectation
 Participants & Stakeholders
 Promotional Activities
Conducted a research study to assess the relationship.

5. Investing in M&S Capabilities has a
Significant Impact on the Bottom-line
Accenture surveyed 68 senior M&S
executives, representing 18 large
pharmaceutical companies in NA.
The survey consisted of 400 questions
covering the Strategy, Process,
Technology & People.

6. Two Key Findings
 M&S Capabilities have a Significant
Impact on Financial Performance.
[account for 42%]
 Relatively Small Group of Capabilities
Differentiates the High Performing
Business Units.
[14 capabilities impacted]

7. Relationship b/w Financial
Performance and M&S Capabilities
1. Highly Skilled and Motivated Sales
Force
2. Sophisticated Sales Planning
3. Excellence in Customer Information
Management
4. Effective Leverage of Advertising &
Promotional Vehicles
5. Ability to Understand Customer
Economics.

8. 1. Highly Skilled and Motivated
Sales Force [$45m]
Capabilities Financial Impact
Developing the right sales
skills
$16 million
Effective sales
compensation and rewards
$15 million
Attracting and retaining the
best sales talent
$14 million

9. 1. Highly Skilled and Motivated Sales Force [$45m]
 Intensive up-front training pays off because the
representatives become productive faster.
 Effective Compensation & Reward Programs,
Straightforward Incentive Programs, Focusing on Key
Metrics, Clear Communication.
 Attracting and Retaining the Best Sales Talent and
Building world-class Sales Executives, Development
of Unique Culture.

10. 2. Sophisticated Sales
Planning [$24m]
Capabilities Financial Impact
Consultative selling
approach
$12 million
Robust sales planning
processes
$12 million

11. 2. Sophisticated Sales Planning [$24m]
 Robust Sales Planning Processes which are
Methodical, Disciplined and Emphasize Close
Integration and Cooperation.
 This ensures that Marketing Strategies are effectively
translated into Sales Training & Sales-delivered
Programs.

12. Key Learning Points
• Marketing and Sales are the most important
factors to increase Financial Performance.
• The heart of your business success lies in its
marketing. Most aspects of your business
depend on successful marketing. The overall
marketing umbrella covers advertising, public
relations, promotions and sales.