The Challenge:
Our client, a division of a Fortune 50 pharmaceutical company under significant cost pressures, faced increasing costs for supporting ageing highly customized sales force automation system. At the same time, they were interested in expanding their CRM capabilities beyond the sale force to include users in marketing and clinical affairs.

To ensure senior management and finance commitment to a CRM improvement (vs. an SFA replacement project), our client needed to achieve the following objectives:

• Define the future marketing and clinical capabilities that a CRM tool will need to enable and how those capabilities would improve interactions with field sales.
• Develop the implementation strategy and roadmap to build out the new CRM components.
• Create the business rationale for pursuing the implementation plan under multiple cost scenarios.

Consultant from Jinfotech Pharmaceutical Marketing and Sales Effectiveness Practice developed an approach for achieving their objectives and completing the work under an aggressive timeline.

The Solution:
The team from Jinfotech consisted of consultant with deep pharmaceutical industry and CRM implementation experience. The approach devised consisted of three distinct phase that were to be completed: Discovery, Definition and Implementation Planning & Justification.

During the Discovery phase, the project team completed an extensive interview program of key stakeholders using interview guides written to probe specific needs within each functional area. The team also completed several requirements workshops using pharmaceutical marketing and sales process and business case RSAs (Reusable Solution Accelerators) from Jinfotech.

Using scenario-based exercises, multi-disciplinary teams of workshop participants explored potential modes for cross-functional collaboration around different kinds of customers in venous environments, and developed strategies for success, supported by critical CRM capabilities.

To complete the Definition phase of the project.Jinfotech facilitated workshops to expand the requirements gathered previously into a well-defined set of specifications.

Case study:
For meeting future CRM needs. To assist the evaluation of potential CRM vendors, the team organized these future requirements into a robust scoring model.

During the Implementation Planning & Justification phase Jinfotech developing detailed cost models and implementation plans for each of the future CRM components. To support business planning and budgeting needs, the team also created additional versions of these models based on varying revenue cost scenarios. Using Jinfotech business case RSAs, the project team worked with project stakeholders to identify and shape three distinct business value propositions. These business case components were then featured in the client’s justification presentation to senior management.

The Results:
At the completion of this engagement, Jinfotech had not only helped our project sponsors achieve their CRM strategy objectives, but had customized and delivered requirements frameworks and planning models they could use to manage future iterations of CRM planning process.
The many inter-department interactions involved in developing the CRM strategy was a critical first step in ensuring that the key components of the CRM strategy, the required investment, and delivery schedule were understood and committed to by the stakeholders in sales, marketing and clinical affairs. Ultimately, our client succeeded in securing their first round of funding.

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