Download - Sales ops in life sciences
Sales opera*ons in the Life Sciences industry:
driving commercial excellence
Xavier Sanso. Frankfurt, March 2013
Context • Industry driven by large capital equipment investment decisions of
over EUR 250,000 on average amidst the 2008/2009 financial crisis • Company was s*ll too much science focused, not commercially
focused • Company had lost market share since 2008 because of technology
shiQs and lack of investment. • Not enough business focus following two very large M&A deals in
2008 and 2010 • Sales organiza*on was stable, but enabling func*ons consisted of a
small, entrepreneurial team newly put together. No formal processes
• Owned by huge US corpora*on, $ 30Bn turnover, highly focused on processes, efficiency and lean organiza*on
Sales Ops ini/a/ve #1
• Development of KPI dashboard • Circula*on with commercial team • Iden*fying customer trends and leading indicators • Set forth performance metrics
Sales Ops ini/a/ve #2
• Work with senior EMEA leadership to design and disseminate a standardized sales process • Put metrics and performance measures towards all phases in the process
Sales Ops ini/a/ve #3
• Cross-‐func*onal leadership of Service, Presales, Customer Service, Logis*cs, Compliance and Credit Controlling to ensure fric*onless order to revenue conversion • Design and sustain robust process
Sales Ops ini/a/ve #4
• Partner with sales, marke*ng and commercial opera*ons at an EMEA leadership level to foster a data-‐driven discussion on key KPIs. Clear ac*onable items when variances happen.
Sales Ops ini/a/ve #5
• Deliver salesforce.com project to the commercial organiza*on, lead the best prac*ces and the circula*on of cri*cal commercial informa*on • Create comprehensive and standardized pipeline repor*ng process to op*mize lead to order conversion
Sales Ops ini/a/ve #6
• Present to EMEA leadership the sales actuals and forecast data, plus market insights. Proac*ve use of data, lead indicators • Create a learning organiza*on through clear and concise business reports, promote horizontal best prac*ces.
Sales Ops ini/a/ve #7
• Support the launch and monitoring of commercial strategy, ensure deployment • Monitor individual sales representa*ves quotas and performance • Sales enablement tools: pricing, compe**on analysis, lost orders analysis
Achievements: • Be`er understanding of lead to order cycle, faster and more accurate reac*on when problems
• Fluid order to revenue cycle • Organiza*on works with smart metrics and relevant market insights
• Op*miza*on of working capital through less redundant inventory and less customer disputes
• Be`er forecast execu*on, transparent risk/opportuni*es view, more efficient strategy deployment