Consumer Healthcare in Germany
Growth from improvements in commercial execution
“The work was thorough and very collaborative. We can confidently make the changes to our sales organisation.”
— Global Head of Business Unit
Our Work
We conducted a thorough review of the client’s existing Route-To-Market (RTM) model and sought to improve the standards of “sales execution” in the German natural-focused pharmaceutical business. The overall aim of the project was to recommend a new RTM approach focused on driving incremental profitable sales and market share growth.
The work involved introducing a robust methodology for prioritising customers and trade investments and isolated customer and geographical deficiencies in coverage.
Furthermore, in dialogue with the local client team, we proposed a new Sales organisation transformed from a purely executional “field force” to one including strategic planning and Key Account roles which had previously sat within Marketing. This included recommending a new role of Head of Sales distinct from the Field Force Director with accountability for Sales Strategy across all channels.
Outcome
The new RTM strategy has been introduced including the new sales structure, commercial policy and approach to instore activation.
Training workshops went ahead as proposed by VBM and we were invited to support further initiatives in Germany and in other markets.