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.