Sr. Manager-Sales Force Effectiveness

Role Summary

The Sr. Manager, Sales Force Effectiveness (SFE) is responsible for driving operational excellence across the sales organization through data-driven insights, automation, and digital tools. This role ensures timely and accurate reporting, enhances sales productivity, ensuring motivational initiatives for the field and driving a culture of continuous learning and innovation within the SFE team.

It also includes driving the reporting CRM accurately at field to ensure real time data on KPIs gets recorded and analyzed. Focus on being close to field team to provide real time efforts insight would be business critical.

Role needs a natural leader who guides and coaches team to excel and succeed.

Skills in analyzing Market data like IQVIA / Pharmarack / C Marc is essential.

Key Responsibilities

1. Sales Strategy Alignment
   Ensure the sales team’s activities are aligned with overall business goals, including segmentation, targeting, and call planning.
2. Performance Analytics & KPIs
   Track and analyze key performance indicators (KPIs) to measure sales team effectiveness and recommend improvements.
3. Internal Sales Analysis & MIS Reporting

• Design and deliver monthly MIS reports and dashboards for senior leadership and PMT.
• Streamline primary sales data from HQ and stockists to ensure real-time visibility.
• Develop comprehensive dashboards for business reviews, including executive summaries, brand performance, productivity metrics, and level-wise sales analysis.
• Ensure submission of all analytics and reports on timely basis.
• Focus on real time business flow with nudges to propel monthly target achievements

4. Benchmarking

• Prepare IPM audit overview reports with competitor analysis at national and regional levels.
• Deliver market reflection summaries, brand and competitor insights, and new introductions in IPM.
• Ensure EI for company and all brands are > 100% every month
• Ensure timely submission of audit and PTR’s and New Introduction are up to date.
• Coordinate with the vendor to ensure under/over reflections are ruled out by carrying out periodic data Validations on under reflections. 

5. Sales Process Automation

• CRM System Management
  Implement, maintain, and optimize CRM platforms to support sales activities
• Automation of Sales Processes
  Automate workflows such as call logging, sample tracking, and reporting to improve efficiency and Sales productivity. Champion digital transformation across sales operations. Liase with Vendor for UI / UX for customer delight
• Data Integration & Quality
  Ensure smooth integration of SFA tools with other systems (ERP, BI tools) and maintain data accuracy.
• User Training & Support
  Provide training and technical support to field sales teams to maximize system adoption and usage.
• Reporting & Dashboards
  Design and manage dashboards that give actionable insights to sales reps and managers.
• Compliance & Governance
  Ensure all automated processes comply with regulatory and internal compliance standards.

6. Expense Management & CME Excellence

• Implement strategies and automation to first time correct submissions.
• Drive ‘0” deduction culture and focus to simplify process of Travelling Allowance (TA) and Daily Allowance (DA)
• Create an RPG LS standard SFC.
• Benchmark RPGLS current TA / DA with like sized companies and recommend changes.
• Share actionable insights on Continuing Medical Education (CME) expenditures and efficiencies.
• Come up with process to improve efficacy of CME.

7. SFA Optimization

• Deliver best-in-class Sales Force Automation (SFA) tools and processes.
• Coordinate with vendor to maintain pipeline.
• Check with BU heads/field for requirements and get them implemented.
• Manage budgets

8. People Development & Team Leadership

• Foster a culture of daily learning and inspiration within the MIS and analytics team.
• Mentor team members in advanced Excel, Power BI, Power Query, and automation techniques.
• Provide hands-on support to resolve operational challenges and enhance team efficiency.

9. Collaboration with Cross-Functional Teams
   Work closely with marketing, IT, and commercial teams to ensure data-driven decision-making.

Skills & Competencies

 Qualifications & Experience

• Bachelor’s or Master’s degree in Business, Data Analytics, or related field.
• 15+ years of experience in Sales Operations, SFA , MIS, or SFE roles within pharma or FMCG.
• Proven track record in automation, dashboarding, and team leadership.

What Success Looks Like

• Timely delivery of all reports and dashboards with actionable insights.
• Increased sales team productivity through automation and data visibility.
• Reduction in expense deductions and improved CME transparency.
• A high-performing, continuously learning SFE team.
• Real Time data insights focusing on gap’s to foster actionable course corrections
• Deep Diving on data to identify Root Causes  and come with rational solutions.
• Administer strong follow up mechanisms.