Industry
Company Profile
- Multinational pharmaceutical company
- ~$50bn annual sales
- Broad pipeline across many disease areas
Situation and Objectives
- Blockbuster drug has enjoyed clinical and financial success since launch
- Drug is facing entrenched competitors as the market landscape rapidly changes
- Drug must also compete with a new wave of treatments, endangering its market position
Approach
- Conducted benchmarking to evaluate the sales force’s organizational structure and its performance against competitors
- Prioritized customer-specific territories based on customer-level segmentation, minimizing disruption while maximizing broader market coverage
- Optimized roles and responsibilities for greater indication focus and deeper customer relationships

Results
- Optimally sized sales force and refined territory design
- Redefined sales strategy for broader market coverage
- Refined roles and responsibilities for greater indication focus and deeper customer relationships
Impact
- Refined sales strategy put drug on track to exceed annual sales targets by ~5%