Business Context
The Client is a Pharmaceutical Organization that is a market leader in nutrition products. The company has an extensive on-the-ground sales process. CRM Data, Market-Share data, and Sales data were downloaded from respective source systems, mapped to the field employees, data aggregated/analyzed using Excel, and finally published to stakeholders.
Challenges faced
The major challenges the client faced:
- -The data was being downloaded from the CRM System for marketing/sales efforts done, Vendor portal for Market-Share, and ERP system for Sales data on a weekly/monthly basis, and the reports were being prepared manually in Excel sheets. The process was time-consuming and expensive because of the time senior employees had to spend to prepare these reports.
- -There were concerns of data accuracy and credibility of the reports since the manual data-crunching process was error-prone.
- -There was a delay in the information that the management was receiving, and hence crucial decisions could not be taken at the right point in time.
- -In-depth analysis and slicing & dicing across different departments and sales persons was not possible, leading to inefficiency in the data usage.
Our Solution
We have implemented an end-to-end Business Intelligence solution which involved requirement gathering from business stakeholders, combining multiple sources of data, data visualization, and setting up the data refresh mechanisms for delivering “right-time” KPI metrics.
We have used Tableau for BI implementation. Tableau has consistently been ranked as a leader in Gartner’s magic quadrant.
Benefits from our Solution
Deeper Insights for Sales:
As a result of the Business Intelligence implementation, the company could accurately track various Field Force Metrics that drive sales. They included customer facing days, No. of face-to-face calls, no. of remote calls, field coaching days, etc. They could also track the metrics based on the customer and product segments, medical specialty, and brand. Drill-down information shows them a detailed account at the sales person level. Market-Share and Sales data analysis gave results achieved for the efforts put in. State-wise data showed how the company is performing across the country.
“Right-Time” Information:
Different KPI metrics were required to be refreshed with the latest data at different frequencies. Based on the business requirement, the scheduling was done to provide real-time information for some metrics and “Right-time” information for others. Weekly tracking of sales force performance was made possible now. Data visualization made the reports more intuitive, increasing the adoption of data-driven decision-making in the sales department.
Improvement in Sales Force Productivity:
Daily tracking and proactive decision-making have offered greater control to the sales teams and improved the productivity of the field sales force.
Reduction in Cost:
Automation of reporting has freed up the valuable time of the resources that were previously involved in repetitive data crunching activities, hence enabling them to contribute to business in more effective ways.