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The High Performing Pharmaceutical District Sales Manager: Current Trends & Future Directions
Best Practices LLC, July 2008, Pages: 69
The District Sales Manager is the acknowledged cornerstone of pharmaceutical sales force effectiveness and high performance. Although the traditional DM role is well understood, the position is being re-evaluated today in light of industry pressures that are causing dramatic sales force change. Many believe that the DM job will become more strategic and less tactical in the near future. Sales leaders are trying to determine what new activities DMs can be expected to take on and what skills and training they will need to succeed during and after the transition occurs.
This research identifies the most important current and future roles of the DM in driving superior productivity and continued growth for their companies. The study also identifies key trends impacting the DM function, examines the extent of change in current sales force models, investigates DM readiness for change and provides best practices companies are using to help DMs retain their effectiveness in the new marketplace. Both field surveys and interviews were used to complete this study. In all, 46 sales leaders at 23 different companies across the globe contributed data. In-depth interviews were conducted with field leaders from six of the participating companies.
This research is focused on several major topic areas:
(1) Impact of Sales Force Transformation Trends on Pharmaceutical District Sales Managers,
(2) Evolution of the District Sales Manager Role,
(3) Key Skills & Competencies for District Managers, and
(4) District Manager Training Needs.
Specific areas of coverage include:
- Key pharma trends impacting the position of DM
- Most valued current and future DM and sales rep activities
- Volume of DM work that is strategic versus tactical
- Vital current and future DM skills
- DM readiness for new roles
- New responsibilities for regional managers
- Benchmarks for extent of sales model change
- Diversity management challenges
- Best practices for helping district managers meet challenges of the changing market
Key Findings:
Among the findings that emerged from this research were the following:
- The DM Role Is Expected to Become a More Strategic Position -- Time & Resources Are Shifting from Tactical to Strategic Activities: Sales leaders expect DMs to spend nearly twice as much time dedicated to strategic activities in the next three years. They estimate that traditional tactical DM activities will decline 10-30 percent in terms of their importance, and more strategic activities are expected to rise 30 percent to more than 90 percent in relative importance during the same time period.
- Regional Managers Are a Source of Untapped Productivity -- Regional Managers Are the First Source of Change: This research uncovered wide interest in changing the role of the Regional Manager (RM) as well as the DM and the sales rep. Several sales leaders noted that RM preparation for change is often neglected as organizations focus on DMs – but the RM drives the change among DMs.
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