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Page 1
National Sales Director Strategic PlanSenior Management Level Analysis
Patrick Leary
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Agenda
High Level Overview
30 Day Plan (Ahead of the curve…)
• Analysis of People and Business
– Development plan for existing RSM
– Fill vacancy created by RSM promotion
– Existing relations with top 10% of all KOLs
• Develop Plan of Action for People and Business
– Develop Sales plan with VP & Head to sustainable and ethically exceed sales targets
» Review plan and solicit input from cross functional peers
– Review and refine individual strategic and tactical business plans for each RSM
– Review and refine ASM business plans with RSMs
– Development of succession planning throught-out the sales organization
National Sales Director – 90 Day Business Plan
60 Day Plan
• Implement Plan of Action for People and Business
90 Day Plan
• Pull-through Execution of action plan for People and Business– Managed care – contracted and non-contracted– Ensure continued MM alignment with PODS– Continued Coaching and development of direct reports
Agenda
National Sales Director – 90 Day Business Plan
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High Level Overview
Analyze the people and business
• Area analytics – NRx versus TRx against NPS
• Develop relationships – Key strength for me
• Personnel detail- Review Development Plans
• KOLs – Key strength for me
Develop plan of action
• Key account planning – Regional Business Plans
• Coaching philosophy
• KOL project plans
• MM plans-PODs
• Hub alignment-Key Strength
Execute plan of action
• Key account plans
• MM Prioritization - PODS
• KOLs
• MM pull through
• Coaching
• Succession Planning
National Sales Director – 90 Day Business Plan
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30 Day Plan Analysis of Business and People
Seek to understand before you can be understoodStephen Covey
National Sales Director – 90 Day Business Plan
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30 Day Plan – Analysis of People
Build a solid foundation of trust and collaboration with key stakeholders
Meet 1:1 with RSM – Week of 3/15• Identify the motivators and WIIFM for RSM
• Discuss regional dynamics at a high level (KOLs, top accounts,etc.)
• Review key account plans
• Review performance reviews, FCRs, Wolter Klower, productivity reports and IMS data
• Set agreed to expectations
• Begin development discussion
Hire New RSM –April
• Develop interim plan to manage the team without disruption
• Meet with Recruiting to discuss RSM opening and candidate requirements
• Post RSM role ASAP
• Develop on boarding plan
National Sales Director – 90 Day Business Plan
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30 Day Plan – Analysis of People
Meet with Samuele Butera
• Finalize 90 day action plan
• Review key TMS and development plans
• Review budget and available resources
• Discuss both short and long term forecast
Network with key business leaders – Leverage already existing relationships
• Managed Markets – NAM/SMT
• Medical Affairs – Area level clinical selling opportunities and ML utilization
• Marketing
National Sales Director – 90 Day Business Plan
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30 Day Plan – Analysis of the Business
Evaluate market and business trends
• Determine contribution per territory and key players within each area
• Study area level physician segmentation and identify key players and their profiles
– MM access
– Previous commercial and medical programs
– R&F
– Profitability
• Adjust forecast based on opportunity
• Reach and Frequency
• Physician Response Curves
– Determine which resources (people and business) resulted in positive sales outcomes
National Sales Director – 90 Day Business Plan
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30 Day Plan – Analysis of the Business
Analyze area level competitor dynamics
• Share of voice – Are we at an advantage or disadvantage?
• Selling statements – What are they saying and to whom?
• Resources utilized and where – Is it an equal playing field?
Analyze MM dynamics
• Work with PODs to understand the MM impact
• Leverage relationships
• Identify Push vs. pull through situations (PRIME vs Aetna)
• Utilize MM data sources (Plan Track, Monthly PP Report, Pathfinder)
• Determine access
Identify KOLs, analyze prescribing trends, and evaluate past action plans
National Sales Director – 90 Day Business Plan
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60 Day Plan Develop Strategic Plans for Business and People
We will either find a way, or make one! Hannibal
National Sales Director – 90 Day Business Plan
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60 Day Plan – Develop Strategic Plans for RSMs
Schedule Monthly meetings with RSMs in Princeton
Goals• Reinforce goal of meeting objectives with integrity and living the V & Bs
• Create sense of teamwork
• Agree to expectations
• Obtain buy-in and deliver value
• Create mission statement
• Review Sales trends
• Determine critical success factors for 2012
• Assess development gaps for future opportunities
• Develop succession planning for all key positions
• Develop and implement a development program to provide training on: behavioral interviewing, coaching, HR process, and business analytics
• Develop consistency in expectations and messaging to our team and to our customers!
National Sales Director – 90 Day Business Plan
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60 Day Plan – Develop Strategic Plans for ASMs
ASM field visits – (3-4 days per month with ASMs)
• Reinforce goal of meeting objectives with integrity
• Role-model V&Bs and reward appropriately to foster positive competition within team
• Observe selling skills– Pre-call planning, message delivery, closing,etc
• Observe business acumen and other core competencies– Determine ASMs assessment of their territory's dynamics
– Begin to discuss employee development plan
• Review the utilization of ASM plans– Discuss the current process and steps taken
– Identify positives and negatives of current planning process
– Assess buy-in and utility
– Used as sales roadmap
• Ensure completed TMS and development plans for all ASMs
• Develop with RSMs and HR career mapping for the ASM positionNational Sales Director – 90 Day Business Plan
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60 Day Plan – Develop Strategic Plans for Business
Evaluate key account plans
Develop SWOT analysis for key markets/KOLs
Develop routing plan to visit top 10% KOLs
Refine MM strategic Plan
• Pull/Push through strategies
• Leverage relationships with PODs
• Push marketshare in plans to facilitate contract discussion
• Identify “Low Hanging Fruit” and create target lists
National Sales Director – 90 Day Business Plan
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60 Day Plan – Develop Strategic Plans for Business
Initiate KOL visits with ASMs and develop KOL action plan• Listen and learn
• Develop detailed project plan and set expectations with key stakeholders
Assess ROI of key programs• SMT Visits, Outreach, Speaker programs, Advisory boards, etc
• Develop program plan of action (Who, What, Where)
Master area level analytics and data analysis
• Know where every potential referral exists
National Sales Director – 90 Day Business Plan
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90 Day Plan
Pull-through Execution of action plan for People and Business
The dictionary is the only place where success comes before work. Mark Twain
National Sales Director – 90 Day Business Plan
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90 Day Plan - Pull-through Execution of action plan for ASMs
ASM Field Visits – 3-4 days per month –
Field Visit process - Overview– Preparation
» Provide key account plan, territory sales and metrics –ASM» Review field coaching history – RSM and ASM» Understand ASMs WIIFM and goals - RSM
– Initial Discussion
» Discuss sales `performance, metrics, coaching history/development plan, and objectives – Pre and post call discussions - FCR
» Discuss call account profile, objective, account status, and key account plan » Assessment of “call” versus “objective”, record key information, prep for next call`» Determine if there were any opportunities missed» What did you learn?
– Closing discussion and follow through
» Reinforce strengths, measure objectives, agree on areas of opportunity, agree on action step» Focus on 1 or two areas of opportunity» Complete field coaching report and return to the ASM immediately» Coaching report will provide a “starting point” for the next visit
National Sales Director – 90 Day Business Plan
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90 Day Plan - Pull-through Execution of action plan for ASMs
Coach to “Implementation Excellence”
• Defined as a face to face meeting with a ASM a ½ day or longer
• 60% coaching time required– Distance coaching as important as field coaching
• Coaching Best Practices – Consultative Selling– Listen
– Reinforce
– “Guide” not “tell”
– Support
– Align ASM behavior with company objectives
– Be Consistent
– Challenge
National Sales Director – 90 Day Business Plan
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90 Day Plan - Pull-through Execution of action plan for RSMs
Mandate Key Account Planning Process
• Printed plans at each field visit
• Updated weekly
Further enhance RSM development plans
Conduct Area Teleconference (Bi-Weekly)
• Share best practices
• Discuss KOL issues
• Area level issues impeding sales
• Create action plan
Identify/adjust ASM team members participating on internal committees (MAC, Field Trainer etc)
National Sales Director – 90 Day Business Plan
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90 Day Plan - Pull-through Execution of action plan for RSMs
Lead MM PODs• Execute MM Plan
– Commercial - PRIME, Coventry, Regence, etc.
– Managed Medicaid – Coventry, United
• Refresh target list
• Execute blitz plan – Increase R&F to targets
– Measure and track through CRM
• Measure success and report to SMT
• Work with PODs and internal to team to improve access
Implement KOL project plans• Strategy, tactics, expectations, and timeline
• Repeat…
Continue to re-tool and evaluate strategic plan
National Sales Director – 90 Day Business Plan
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90 Day Plan – Pull-through Execution of action plan for Business
Implement strategies derived from SWOT analysis for key markets/KOLs
Carry out routing plan to visit top 10% KOLs
Execute MM strategic Plan
• Increase MS in identified plans to facilitate contract discussion
• Leverage relationships with PODs
• Drive adoption in targeted offices
National Sales Director – 90 Day Business Plan
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90 Day Plan – Pull-through Execution of action plan for Business
Implement KOL visits and KOL action plan• Listen and learn
• Fulfill expectations set with key stakeholders
Employ key programs• SMT Visits, Outreach, Speaker programs, Advisory boards, etc
• Implement program plan of action (Who, What, Where)
Master area level analytics and data analysis
• Know where every potential referral exists
National Sales Director – 90 Day Business Plan
Outstanding Needs to Optimize Business
Primary Hiring and On boarding RSM Succession Planning for key positions Maximize BCBS AL, BCBS NC
Secondary Managed Markets
• PrimeT plans less than 50% Optum Rx SPP contracting
National Sales Director – 90 Day Business Plan
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Analytics
National Sales Director – 90 Day Business Plan