What really drives sales performance?

"Do we truly understand which factors influence our sales performance across our Brands, Countries, and Territories?" That is one of the questions I am often asked by Managing Directors and Regional Presidents of Pharmaceutical Companies. We can examine the broader competitive landscape to grasp promotional competitiveness, evaluate our Brand strategy, HCP micro segmentation, messaging personalization, Customer Journeys, omni-channel strategies, coaching, and capability enhancement to address this issue. However, a crucial starting point is reviewing the organization's internally measured, reported, and rewarded KPIs.

What gets measured gets managed

It is common to find that the promotional KPIs tracked by companies often do not align with sales performance outcomes. Furthermore, metrics that do exhibit a strong correlation are not visible to the organisation.

In upcoming posts, we will delve deeper into the best practices and pitfalls of promotional KPIs and elucidate those that we have identified as having the most robust correlation with sales performance.

Want to learn more? Reach out to us now!