\nGSK\u2019s field reps had long been its source of truth for data on healthcare professionals (HCPs). But when the global biopharma company adopted a new commercial data solution in the U.S., it quickly discovered that its customer reference data was at odds with what reps had provided, and they could not easily correct it. GSK turned to Veeva Align\u2019s Integrated Territory Feedback feature, which allows field reps to share their territory knowledge in ways that can prevent or correct errors in alignments. In five weeks time, with almost no additional spend, GSK\u2019s sales alignment problem was fixed.\n<\/p>\n
\nGSK was an early adopter of Veeva Align globally and it forged a partnership with Veeva that helped drive the innovation that has become a hallmark of the product. The commercial team took advantage of features, such as relationship-based assignment rules to distribute targets, and CRM user management to easily onboard new hires. Align is used as a collaborative sales planning and execution tool that lets operations teams quickly make territory changes without involving IT; alignments can be made more frequently and flexibly.\n<\/p>\n
\n\u201cWe made an investment in Veeva Align, and we’re pleased that Veeva\u2019s investment in the product has grown. We\u2019re getting more value without an increase in license costs.\u201d
\nMonique Long, Director Field Omnichannel Enablement & Change, GSK
\n<\/span>\n<\/p><\/blockquote>\n\nThe switch to an outside data solution, however, put that speed and agility in jeopardy. The new dataset created an over-alignment based on administrative addresses and not the practice addresses that reps use for calling on HCPs. GSK tried to resolve the over-alignment on its own, but had limited success. That\u2019s when it turned to Align\u2019s Integrated Territory Feedback, which was already part of its license, to get input from reps that could solve the problem quickly.\n<\/p>\n
\n\u201cGSK had a business need and Veeva was not only willing to hear our needs but to test things out and, sometimes, let us drive,\u201d says Monique Long, director field omnichannel enablement & change at GSK.\n<\/p>\n
A faster process for alignments<\/h2>\n
\nTo resolve the over-alignment, GSK notified reps that it would be seeking their input on a new sales alignment, and gave them five days to review it. Using Align’s Integrated Territory Feedback, reps identified 66,845 records in the customer reference data that needed to be removed\u2014and they were, almost seamlessly.\n<\/p>\n
\n\u201cWhen we have a new alignment to deliver, our reps get an alert through Veeva CRM, a tool that they are already very comfortable using,\u201d says Long. \u201cWhen they go into Veeva CRM, they see all the details about the new alignment, including channel goals.\u201d\n<\/p>\n
\nIntegrated Territory Feedback is an embedded user interface within Veeva CRM. So, when reps need to request a change, they simply navigate to the feedback screen, click on the item, select one of the pre-configured reasons for their decision, and submit their changes for manager approval. Any change that a home office has deemed automatically permissible is instantly accepted in Align. Once all changes are approved, the data is pushed to Veeva CRM at the start of the new alignment period.\n<\/p>\n
\n\u201cGSK had a business need and Veeva was not only willing to hear our needs but to test things out and, sometimes, let us drive.\u201d
\nMonique Long, Director Field Omnichannel Enablement & Change, GSK
\n<\/span>\n<\/p><\/blockquote>\nFaster alignments, improved rep trust<\/h2>\n
\nThanks to Veeva Align, GSK cut the time needed for planning alignments from 90 days down to 30. By giving reps a voice, Integrated Territory Feedback has also increased the reps\u2019 trust in the data they are given. The company has since run pilots of Align’s feedback module in other markets, with an eye to a wider rollout globally.\n<\/p>\n
\n\u201cWe made an investment in Veeva Align, and we’re pleased that Veeva\u2019s investment in the product has grown,\u201d says Long. \u201cWe\u2019re getting more value without an increase in license costs.\u201d\n<\/p>\n
\nCraig Hughes, field operations planning manager at GSK, believes that the company can do even more with the new functionality. \u201cIn the future,\u201d he says, \u201cwe would like to use Align to give the reps the ability to manage their territories more effectively using Align\u2019s built-in multichannel cycle-planning capabilities.\u201d\n<\/p>\n
\n\u201cWe leveraged and got more return on investment that we\u2019ve already put into Veeva\u2026. This makes the case stronger for why we need Veeva\u201d
\nPhil Wellerstein, Director, Field Platform Enablement, GSK
\n<\/span>\n<\/p><\/blockquote>\n