Situation:

A global clinical research organization (CRO) was experiencing stagnating growth in their bioanalytical, central and cGMP laboratories. When it was critical to perform a broad and deep evaluation of the productivity and commercial effectiveness of the sales force, the CRO relied on Kineticos. At the time, the CRO faced multiple challenges including:

  • Proposal win rates below market norms
  • Increasing competition
  • Lower sales force productivity than the competition
  • Growing sales force costs
  • Incomplete sales activity records

Process:

Working from a data-driven perspective, the Kineticos team began with an analysis of five years of sales force and proposal data. We focused on the following areas to examine and improve revenue growth: organizational structure, compensation program, segmentation and targeting, sales force account and territory planning, compensation programs, sales force capabilities and pricing. Project activities included:

  • Analysis of central, bioanalytical, cGMP and vaccine laboratory authorizations, awards, losses by territory and sponsor over six year period
  • Review and analysis of sales plans by laboratory offering and territory
  • Individual interviews with key business directors, marketing team and managers
  • Voice of Customer (VOC) execution and analysis
  • Review of internal business development structure and alignment to goals
  • Assessment of call quality, including gaining access to customers, providing them with tailored information to meet their needs and obtaining commitment

Outcome:

We recommended executable solutions aimed for sustained improvement including an optimal organizational structure, revised compensation program, a new approach to segmentation and targeting, a revised account and territory plan for the sales team and an in-depth pricing study.

 

As a result of the sales force marketing evaluation, the CRO implemented multiple change initiatives. Significant productivity improvements have been realized. Sales force activity levels and proposal win rates increased significantly within a one-year period.