Thesys Group The Data Mining Company - Sales Force Sizing and Deployment

Typical sponsor

Commercial or Sales Managers
Business Unit Director

Typical participant

Marketing Manager
Business Analysts
IT (ETMS) Managers

To whom do we recommend?

Pharmaceutical companies need to find an optimal solution for sales force allocation and strategy to achieve the highest return on investment.
Companies promoting mature products without knowing their sensitivity to promotion.
Those (with limited resources) who want to know for better allocation which products are more sensitive to promotion.

Aim of the project

The adequate allocation of your sales force among different specialties and geographical territories with the optimal strategy is a difficult job and significantly affect your return on investment. Our “Sales Force Sizing and Deployment” service helps you in maximizing the effectiveness of your sales force and estimates the incremental gain on the additional investment.

Methodology

During data understanding process and pre-analysis, mainly descriptive statistics (mean, variance, mode, median, trend) are used. While in analyzing sales data, different segmentation methods and deterministic time-series analysis are used to describe the market’s dynamics and to handle missing data. We are applying methodology of non-linear statistics to identify the connections between past investments and sales performance.

Results

The main findings are:

The promotion sensitivity of your products
Optimal size and strategy of your sales force (FTE, frequency and coverage)
More effective territory allocation

DOs and DON’Ts

Make the Data Managers be involved and engaged to the project: their work gives the root of it
Give different workshops to the sales force and marketing managers to make them accept and really use the results

Don’t

Do not use the word “evaluation” during the project among your colleagues
Do not involve regional managers or sales representatives to the analysis prior to the results

One of the results of the project is the estimation of ROI in frequency and/or coverage. Comparing the different strategies of different territories also the gain on one additional FTE can be calculated.

The proper territory allocation is the result of a multi-dimensional analysis and leads to an equal deployment of medical representatives. Thus, the performance of the representatives become measurable and comparable.

Why we are different

Using large number of data sources like historical database of daily visits, the monthly or even daily sales volume of products on any level of the distribution
The methodology has been successfully applied in countries with very different data quality (European Union member countries and also in Russia).
Multi-attribute approach and analysis helps in decision making processes