Field reporting & communication manager deployed for a small pharma organization

Situation

A small pharmaceutical organization using an Excel-based calculation system aimed to enhance transparency for its salesforce by providing monthly performance progress scorecards.

Challenges faced by the sales operations and support teams

• An Excel-based, complex calculation workbook for sales incentives.
• Lack of an automated means to share monthly performance progress with the salesforce.
• Observed lack of motivation among field personnel due to transparency issues and the absence of ongoing engagement tools.

Objectives

• Improve overall transparency for the salesforce.
• Build a solution capable of delivering reports through multiple channels.
• Find a partner offering agility, responsiveness, and enhanced transparency with motivational elements.
• Agility to adjust report designs in accordance with evolving business needs.
• Timely periodic performance updates impacting incentives for ongoing transparency and reduced disputes.
• Provide timely nudges through reports to influence short-term performance.

Approach

• The Aurochs team conducted a quick proof of concept.
• Discussed various aspects including roles, responsibilities, support, change management, timeline management, escalation matrix, and SLAs.
• Adopted a methodical approach to roll out the system after project signing.

Incentive field reports rollout

• Deployed comprehensive performance reporting in HTML/PDF/Excel using results from the Excel-based IC system, distributed via email.
• The structure of the output tables from Excel calculation workbooks was agreed upon to ensure seamless data transfer month-over-month.
• Clarity in performance and earnings potential, along with plan mechanics communicated effectively, enabled complete alignment with strategic objectives.
• Incorporated motivational messaging with nudges on the additional sales performance required to hit the next earnings tier.

Outcome

• Reporting engine implementation completed within two weeks, integrating special client design requirements.
• Remarkable increase in transparency of sales incentive calculations.
• 70% reduction in query management and dispute resolution time.
• Significant decrease in shadow accounting time.
• Measurable increase in selling time for both sales representatives and their managers.
• Visible improvement in retention of top performers.
• Enhanced field motivation and engagement metrics.