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Excellence in Sales Force Effectiveness/Commercial Analysis 2013

Winning Entry and Runners-Up

Winning Entry

Using Analytics to Create Bottom-Up Objectives in the Sales Force       

Wilf Iliffe, MSD

Executive Summary:

MSD needed to maintain coverage of key customers despite re-allocating 20% of their reps to key account roles. Using national averages to set representatives’ activity targets results in poor buy-in because of local variation in access. MSD worked with Aston University to calculate territory-level promotion response that would give an evidence-based approach to customer objective setting. The results were bottom-up targets that the representatives set for themselves based on both hard data and their own local knowledge, generating better buy-in. Implementation was tracked through a new report in the Dashboards – coverage of targets improved from 67% to 72%.

What the Judges said:

The judges were impressed by this traditional, yet well-executed, sales force resource allocation project. 

This entry stood out for the judging panel as an ‘all-time classic’ piece of excellence in SFE, which took a traditional approach to a new level.  Clearly designed with the end user in mind, and with a truly demonstrable impact, the project enabled MSD to maintain the same momentum against the challenge of a reduction in resource.     


Account Valuation for the UK Launch of Votrient - An Award Winning Success Story

Julian Snape, Chris Wiggins & Nick Merryfield, NHiS Ltd 

Baz Chudusama & Chris Keith, GlaxoSmithKline

Judges' comments:

The judges were impressed by this creative and comprehensive approach to tackling secondary care targeting where data is often sparse. The approach tackled an ongoing problem for pharma in a very creative way.

Harnessing NHS Data to Maximise Customer Targeting    

Sven Beyrich, Boehringer Ingelheim      

Tony Cox, Data Intelligence                

Judges' comments:

The judging panel was impressed by this comprehensive approach to integrating new data sources in a way that could be put to practical use in the business. 

Excellence in Commercial Analysis/SFE winner

Excellence in Commercial Analysis/SFE winner

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