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Managed Markets Account Management: Assessing the Performance of Account Executives

ID: PSM-240


Features:

2 Info Graphics

44 Data Graphics

186 Metrics

12 Narratives

20 Best Practices


Pages: 51


Published: Pre-2014


Delivery Format: Shipped


 

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  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
Today's market driven environment has made performance assessment of managed market account executives complex and critical. Best Practices, LLC has conducted this in-depth study to: identify common performance measurement practices across geographies and hierarchy, provide insight into effective evaluation of the function and determine measures that drive functional success.

Industries Profiled:
Pharmaceutical; Health Care; Biotech; Manufacturing; Consumer Products; Chemical; Media; Medical Device


Companies Profiled:
Abbott Laboratories; Apria Healthcare; Abraxis; Laboratorios Deramtologicos Darier; Schering-Plough; Q-Med Scandinavia; Bausch & Lomb; Sciele Pharma; Allergan; Celgene; EMD Serono; AstraZeneca; Honeywell; Bayer Schering AG; IDS; Boehringer Ingelheim; King Pharmaceuticals; Eli Lilly and Company; Lundbeck; Genentech; Skila; Johnson & Johnson; Smith & Nephew; Merck; Ther-Rx; Novo Nordisk; Valeant; Pfizer; Roche; Sanofi-Aventis


Study Snapshot


Research was conducted through survey and interviews of thirty-two participants, sixteen of whom were large research-based Pharmaceutical companies of the world.

Key study objectives include:
    1. Identifying common practices in measuring Managed Markets account executive performance.
    2. Gaining insight into the principles of effective measurement of this function.
    3. Determining what specific measures are used to drive successful activity in Managed Markets account management.
Key Findings

Structure and Organizational Alignment- Maintaining separate groups with responsibility for Managed Market strategy and/or marketing often brings to bear the perspectives of the brands and therapeutic areas. However, co-ordination and co-operation between them is hard.
  1. Performance Measurement- The variety of metrics used for performance assessment and variability of its effectiveness often reflects in the difficulty of the task.
  2. Metrics: Profitability vs. Sales- Executives split over the decision whether to evaluate on the basis of sales or profitability, although favoring profitability simplifies measurement.
Table of Contents

Table of Contents 2
    Project Overview 3
    Project Methodology and Study Objectives 4
    Participating Companies 5
    Survey Respondents’ Industry Experience 6
    Therapeutic Experience 10

    Key Insights 11
    Structure and Organizational Alignment 12
    Performance Measurement 13
    Profitability Versus Sales 14

    Detailed Study Findings 15
    Organizational Alignment 16
    Total Number Account Executives Employed 17
    Structure of Function 18
    Reporting Relationships 19
    Alignment of Management 21
    Alignment of Responsibilities within Geographies 22
    Number of Accounts Managed 23
    Organizational Changes 24
    Anticipated Organizational Changes 25
    Managed Markets Strategy Group 26
    Strategy Group Size 27
    Structure of Strategy Function 28
    Strategy Function Reporting Relationships 29
    Customer Marketing Group 30
    Customer Marketing Group Size 31
    Customer Marketing Function Structure 32
    Customer Marketing Heads Reporting Relationships 33
    Account Executive Time Allocation Summary 34
    Account Executive Time Allocation Detail 35
    Results Metrics 36
    Activities Metrics 38
    Other Specified Metrics 40
    Expected Number of Contacts per Executive 41
    Optimal Measures for Assessing Value 42
    Other Notable Measure for Measuring Performance 43
    Communicating Value within the Company 44
    Reward-Performance Correlation 45
    Challenges and Pitfalls 46

    Appendix 47
    Achieving Profitable Access 48
    Balancing Sales and Profits 49
    Getting an Optimal Solution 50
    Aligning Goals and Strategy 51

    About Best Practices, LLC 52

List of Charts & Exhibits

Structure of Managed Markets Strategy Function
  • Managed Markets Customer Marketing Group
  • Reporting Relationships of MM Strategy Heads
  • Size of MM Customer Marketing Group
  • Structure of MM Customer Marketing Function