Axtria - Territory Alignment

Axtria Ingenious Insights
Territory Alignment
Agenda
Section 1: Trends & Challenges
Section 2: Axtria Solution

Section 3: Differentiators
Section 4: Case Studies
Industry Trends
Life Sciences Sector Is Operating In An Era Of Significant Transformation
Mergers and Acquisitions
Rise of Specialty Markets

Pharma is focusing on higher-valued
specialty products in HCV, Oncology, MS, and
other therapeutic areas. Biosimilars are
emerging. So is important to cover them all.
Significant M&A activity is expected as industry

brings forth new molecules. Effective allocation
& integration of sales force is becoming
challenge for managers.
Focus towards growing markets
Growing Influence of B2B Models
Large Pharma companies are focusing

towards new markets and trying effective
alignment strategies to maintain the
growth momentum.
Managed care, IDNs, group practices and

institutions are influencing the treatment
protocols. Doctors no longer do. Therefore,
becoming important from sales perspective.
Bigger Data
The rapid expansion in new data sources is all about the patient. The commercialization of
a product depends on leveraging the vast amounts of data that companies are obtaining
from a wide array of current and new data suppliers & sources
12/15/2015
Copyright 2014 Axtria and/or its affiliates. All rights reserved. | Axtria Confidential Internal/Restricted/Highly Restricted
Customer Landscape Now is Much More Complex

Touchpoints have increased considerably
Regulations
Key Account
Manger
Managed
Care
Provider
/ IDN
Group Practice
Social Media
Communities
& Websites
KOL
Sales Rep
Social Media
Print
Communities
& Websites
Prescriber
MSLs
Ads
Patient / Consumer
Rx / PURCHASE
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eMails
TV
Ads
And This Has Led To Some Key Challenges

There is a growing need to do more with less
Strike a perfect workload

balance
Even though its difficult to have an
alignment that is perfectly balanced, it is
reasonable to expect the 'balanced' sales
territories to fall within a range of 15
percent from the ideal workload.
Effective coverage of all key

accounts
Managing fewer individuals

across complex markets
Many uncovered accounts in highworkload territories are significantly

better than the accounts that are covered
in low workload territories.
Emergence of new marketing channels,

rising influence of B2B Models, decreasing
access to physicians, increasing cost of sales
and complex sales landscape. Amidst all , the
decreasing size of sales force to ensure sales
and maintain profitability.
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Agenda

Typical Challenges With Territory Alignment

Why it fails?
Utilization of data to define precise

workload and alignment index
INADEQUATE FIELD BUY-IN

Field rep view may mismatch with the
territory assigned to him because of
personnel preferences.
Data required for realignment are

often not readily available. (sales force
data, account-territory, zip-territory.)
Critical to improve data health and

utilize it to calculate the precise
workload and alignment index
TERRITORY ALIGNMENT CHALLENGES

While performing the territory realignment
with uniform workload balance & effective
client coverage, the Sales force incentive
compensation plans can work against
achieving the best alignment
Embedded analytics to define

the alignment changes, best
suited for change in strategy or
product mix.
Impact on Sales Compensation
Manage Incremental changes

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Axtria Territory Alignment Center of Excellence

Best of the breed people, processes and tools
Domain experts, data scientists

& analysts well versed in
multiple therapeutic areas and
industry data sources
(traditional, new and emerging)
Team of professionals: 50+
Alignment COEs with vast
experience in territory
alignment and personnel
placement for wide range of
B2B, life sciences, and
CPG/FMG companies, large and
small, in the US and globally
People
Process
Product
Data-driven and collaborative

process with detailed planning,
project documentation, field
sales discussion and sales
manager review to realign
territories and Specialty sales
teams as per company
objectives.
Proven process covering array of
cloud services for territory
realignment, personnel
placements and rooster
management.
AlignMAx Cloud based alignment management solution built on proven enterprise grade technology - force.com
Single version of truth for Alignment data; integrated with upstream (SFDC, CRM, HR Management) and downstream (IC,
Sales Reporting) systems
Pre-built APIs help in faster integration and data exchange
12/15/2015
Solutions to handle a variety of deployment issues

Helping clients bring order to chaos
Axtria Capabilities
Business need
ASC - Alignment Service

Center
Process
AlignMAx
Alignstar / Other
tools
Ad hoc analysis
Alignment Audit
Field Request Tracking
Alignment maintenance (L1)
Local / District Redesign (L2)
Major Territory Realignment (L3)
Sales Resource Planning and tracking
Vacancy Management
People Placement
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Axtrias Territory Alignment Process

A strong time-bound governance process with clear decision rights
Data
Development
KEY DECISIONS
Project kick-off
Why doing this
project?
Whom to engage ?
What degree buy-in ?
How fast / slow ?
Business rules /
design
Territory/Reporting
structure?
Clean-slate ?
White space ?
Span of control ?
State integrity ?
Deliverables:
Updated project
plan and data
requirement
What data assets will

be needed to
address all project
phases ? Is it
complete & Correct ?
Index: how do we
want to allocate /
deploy sales
resources ?
Deployment
Analysis
Territory Design
Field
Management
Review
Readiness
How should we
allocate the chosen
headcount
geographically ?
Based on the chosen
allocation of
headcount, where
are the best territory
HQ locations ?
What is the best

design for each
territory ?
How balance
workload, geography
and other
considerations ?
How minimize
disruption ?
What information to
share with Field
Managers to get their
input ?
How refine territory
based on local
market insight ?
Timing and outputs

required for key
stakeholders:
Field Sales
HO Operations
IT data files
HR - Recruitment
Deliverables:
Alignment Index
Headcount
allocations
HQ Locations
Deliverables:
Territory Design
District & Region
Configuration
Deliverables:
Appropriate
naming of
territories
Deliverables:
Zip Codes realigned
to the territories
for sales effeciency
By brand / market
Market potential ?
Product Sales ?
Workload ?
Deliverables:
Data inventory
Data summaries
reports
Data gap (if any)
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10
Axtrias Personnel Placement Process

The process can run in parallel to ensure quick sales force alignment rollout
KEY DECISIONS
Project kick-off
Database
Development
Clarify sales force

strategy and the
people implications
What are guiding
principles ?
What is the logical
flow of personnel
given promotions/
eligibility / selection?
What is the timing of
decisions and
announcements ?
What data assets will

be needed to
address all project
phases ? Is it
complete & Correct ?
Reps Information
and business details?
Deliverables:
Updated project
plan and data
requirement
Deliverables:
Data inventory
Data summaries
reports
Data gap (if any)
Reps Home
location
Territory
Footprints
Ratings
Tenure
Placement
Criteria Analysis
Prelim Rep
Placement
Final Rep
Placement
Readiness
What should be the

Decision Criteria?
Who should be
considered 1st?
Appropriate
preference/weightag
e defined for various
factors like:
Business Overlap
Distance from home
to territory centroid.
Performance ratings
Competence
Tenure
Do the criteria select

the personnel
consistently ?
Test (and re-test)
placement
algorithms to ensure
no unintended
consequences
Evaluate placements
from perspectives:
HR
Legal
Field Sales
Statistical validation
Exception reporting
Timing and outputs

required for key
stakeholders:
Field Sales
HO Operations
IT data files
HR - Recruitment
Deliverables:
Criteria for
personnel
placement
Deliverables:
Reps Placements
review and testing
Deliverables:
Reps aligned to
the territories
Deliverables:
Assigned territories
for call planning
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11
Axtrias Alignment Maintenance & Roster Management

Axtria Sales IQTM (AlignMAx module) - Enables us to deliver the Golden Thread of commercial operations
Sales Analytics
Operation Analytics
Disruption Analysis
What- if Analysis`
Sales Planning & Forecasting

Local Resource Planning
Territory & Quota Planning
IC Planning
Sales Forecast
Sales Deployment
Territory Management
Roster Management
Account Assignment
Sales Eligibility and Crediting
Sales Performance Management
Sales Targeting
Incentive Comp Plans & Quota

Compensation Management
IC Goal Feedback
IC Calculation (What - if Analysis)
Sales Plan Feedback

Workload Management
Affiliation Management
Profile Management
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SalesIQ Is Integrated With Veeva CRM

Configure push and pull of data from Veeva to SalesIQ and vice versa using common API structure
Sustainable Enterprise Grade Platform
Improved Field Experience
Move from custom code to industry standard

technology Force.Com
Configured, not customized platform able to
adapt to evolving business needs
Familiar, intuitive user interface

Data consistency across processes
No lost changes, EVER!
Limited training required
Addresses Operational Challenges
Focus on Continued Innovation
Fully integrated sales force deployment

business process in a single platform
Ability to maintain multiple universes,
mirrored teams, historical view etc
Reduced cycle time for adjustments for
existing teams and rapid onboarding of new
products/teams
Ongoing innovation program, and ability to

leverage the Force.com and SalesIQTM
roadmap
Local resource planning & product assignments
Enable multi-channel planning & operations
VALUE
PROPOSITION
Expert Team
Reduced Total Cost of Ownership
Cross functional senior leadership (thought &

delivery) involvement
Domain, functional, change management,
product / solution accelerator experts
12/15/2015
No need for multiple systems and labor intensive

processes
Minimize cost for ongoing changes
Enhanced capability to transition to the right delivery
Copyright 2014 Axtria and/or its affiliates.model
All rights reserved.
| Axtria Confidential
Internal/Restricted/Highly
Restricted
(platform
+ on/off
shore capability
mix) 13
Territory Alignment using Axtria Sales IQ

Single version of truth for Alignment data; integrated with upstream (SFDC) & downstream (IC, Sales Reporting) systems
Structured IT
enabled process
Ad hoc approach
Unstructured Alignment change process
Well defined Alignment process with necessary approval workflows
High volume offline process with no clear audit trail
Cloud based high feature AlignMAx application for alignment
Inconsistent and limited business rules
Robust and configurable business rules engine
Too many case based exceptions to the business rules
Defined exception handling process with audit management
Multiple version of alignments leading to sales crediting issues
Single version of truth for alignment information feeding downstream
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14
Alignment Design
Territory design changes broadly fall into the following Four Levels
01
02
ROUTINE
MAINTENANCE
LOCAL
CHANGES
03
04
REGIONAL
CHANGES
MAJOR
REALIGNMENT
Level 1 and Level 2: Alignment scenarios are handled through the Alignment Maintenance Module
Level 3: Handled as a part of the Territory Modelling capabilities in SalesIQTM AlignMAx
Level 4: A multi-phased approach for the execution of the Alignment optimization and sales personnel placement process
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15
Alignment Maintenance
Fine tune the current alignment and manage multiple customer universe versions
PLANNING AND
COLLABORATION
SEAMLESS INTEGRATION
WITH VEEVA
ACCESSIBLE
THROUGH MOBILE
DEVICES
INTEGRATION WITH
OTHER DOWNSTREAM
ALIGNMENT MASTER CAPABILITIES:

System provides capabilities to admin users define multiple versions
universes through a business rule management system
SCENARIO ANALYSIS:
Users can create different scenarios to see impact of alignment changes
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16
Territory Alignment
WELL BALANCED TERRITORIES FOR
CORPORATE AND REGIONAL AES
DETAILED ASSESSMENT OF WORKLOAD

DRIVERS
WORKLOAD DEFINITION USING

PRIMARY & SECONDARY DATA
ILLUSTRATIVE
ILLUSTRATIVE
Sample Deliverables
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17
Agenda

How We Differentiate And Win

An eco-system to enable everything-as-a-service with data, processes & analytics in the cloud
Depth of leadership
Analytical Innovation
Experience and expertise in Pharma

commercial operations management
aiming to answer critical business
issues faced by commercial leaders and
embed capabilities into our client
organizations
We have the ability to model

various functional forms, as might
be appropriate for a given situation.
Pioneers of multiple new analytical
advancements
Golden Thread of
Commercial Planning
Change Management
Success is not just about the
Silicon (the data, the analytics,
the wiring), but about the
people, the Carbon.
Sales IQTM Platform allows clients to

leverage the Golden Thread of
Commercial Planning Linking
Strategy to Tactics to Operations that
offers seamless integration of data
flow across various processes.
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19
LOGO
PLACEHOLDER
Innovation A Way Of Life At Axtria

Ability to switch the lights on/off for any one of the processes within the platform at any given time
Full Support for Parent

Child Affiliation
View underlying customers &
their affiliations with key
attributes such as Specialty,
Sales, Calls etc
Smart Decision Support
Perfect Workload Balance
Allows users to review KPIs

across alignment, call
planning and IC while making
movements
Create new territories to

manage excess workload.
View the Territory structure
and assign reps to territories
as per the latest roster
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20
Agenda

Some Case Studies

We have excelled in the typical work you expect from a management science advisory
Effective Territory Alignment

Balanced territories on workload by
assigning 15% fewer agencies to AEs,
tele-sales team for non-performing agencies,
reduced geographic overlap
Managed Care AE Territory

Alignment
Sales force deployment for

new market
Leading global Pharma company sought

to build-up workload with buy-in from
management and account managers
and define effective territories
Identify top market potential areas and

good workable territories in order to
promote products making the best use
of the limited resources.
Sales Force Deployment

using AlignMAx
Alignment to reduce sales

inefficiencies
Single version of truth for Alignment

data; integrated with upstream (SFDC,
HR Management) and downstream (IC,
Sales Reporting) systems
Utilized Salesforce.com based

territory management solution
support mass territory
realignments to increase sales
12/15/2015
22
Case Deployment leveraging Could based alignment solution

Single version of truth for Alignment data; integrated with upstream and downstream systems
Objectives
A global diagnostic services company leveraging large sales forces with 23 team , 1300+ sales reps covering 0.5 Mn accounts across US wanted an
automated alignment solution for sales effectiveness. Clients Commercial Ops team managed the deployment process offline and were facing
significant challenges in managing the alignment changes , maintaining data sanctity and audit trail.
Approach
Results
The AlignMAx application is an integral part of clients Commercial Operation
ecosystem acting as a single version of truth for Alignment data; integrated with
upstream (SFDC, HR Management) and downstream (IC, Sales Reporting) systems
Axtria proposed to implement a robust alignment maintenance

process in collaboration with clients Commercial Ops team and
implement its AlignMAx Alignment Management solution
Axtria consulted with client to design the alignment management
process and then configured its AlignMAx application enabling
alignment management workflows, business rules and exception
handling engines and reporting
Axtria deployed the application on its cloud infrastructure and
enabled SSO feature to enhance user experience
12/15/2015
From an ad
hoc
approach..
.. to a structured
IT enabled
process
23
Case Managed Care AE territory realignment

Workload build-up with buy-in from management and account managers
Objectives
A big pharma client wanted to realign the territories for their managed care organization. Client wanted to migrate its organizational structure from
an orientation around type of customer to a structure aligned towards National and Regional Accounts
Approach
Database and Index
Development
Secondary data gathering,
Account profiling model creation,
Index methodology creation, Data
Review Meeting, Alignment Index,
Headcount finalization, Database
integrity
Management Review
1:1 Review sessions with AE
Directors Lock-down alignment
Assign AEs to accounts Account
alignment AE assignments
Results
Preliminary Alignment
i. Detailed assessment of workload drivers
ii. Workload definition using primary and secondary data
Incorporate business rules Index

finalization Design proposed
alignment Headcount allocation
AE HQs # AE regions
Files and Reports Delivery
Result: Well balanced territories for Corporate and Regional AEs
Communication
Maps, Reports and files,
Alignment summary report
Rollout packet
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24
Case Effective Territory Realignment

Leading healthcare insurance company sought to leverage cloud based alignment for a balanced plan
Objectives
The client wanted a quick and an effective way to conduct territory realignment exercise to balance Account Executive (AE) work load, market
potential and minimize investment on non-performing agencies. Also, honor the important AE-agency relationships, where possible.
Approach
Results
Axtria followed a structured methodology and provided the

following to the client:
Database Development
GIS mapping based tools
Tool development for preliminary Agency Assignments
100
50
0
0
2000
4000
In-depth Market Analysis to

support investment decisions
6000
Territory alignment tool to balance

the workload
12/15/2015
The new tool helped the client in establishing transparent analytical

processes with thoughtful guiding principals. New rollout helped the
client in:
Balancing territories on workload along with agency assignment to
manager
Assigning 15% fewer agencies to AEs with minimized investment on
non-performing agencies.. Low or non-performing agencies were
assigned to tele-sales team
New agency alignment balances
across all the managers
Reducing geographic overlap
Current Assignment
New Assignment
Keeping record of details for each
previous or newly assigned agency
In rolling-out and providing each
AE with a workbook with complete
details of its assignments.
Broker Broker Broker Broker Broker Broker Broker Broker
1
25
Case Sales force deployment for new market

Identified good workable territories and top priority market areas
Objectives
The Client, a leading cancer diagnostics company, wished to commercialize its bladder cancer diagnostic test product in US. The client wanted to
identify top market potential areas and good workable territories (both outside and inside sales territories) in order to promote its product in those
markets making the best use of the limited resources.
Approach
Database development
Workload Assessment
Deployment Analysis
Practitioner segmentation by
recognizing important criteria
to estimate market potential
Assign call frequency to

practitioner segments based
on market potential
Prioritize markets based on

potential and workload
Territory Design
Design territories based on
geographical constraints and
sales rep capacity assumptions
Axtria used its in-house analytical capabilities and its

alignment mapping software Alignstar to help the client:
Outside sales
territories
Target markets with the most potential

Estimate sales force size and
Delivery
Delivery of maps and ZIP level
files of designed territories
(both inside and outside)
Inside sales
territories
Design territories
Results
Axtrias analysis helped the client identify territories to market the bladder cancer diagnostic test product. The analysis also helped the client
prioritize top market areas for commercializing the product.
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26
Case Alignment to reduce client inefficiencies

Axtria introduced analytical methods, processes, and best practices to reduce sales inefficiencies
Objectives
U.S. based, Auto Aggregator Major wanted Salesforce.com based territory management solution to Manage Territory Alignment for each Business
Unit, Update alignment changes for Salesforce team including mass territory realignments , Support alignments in other geographies like Canada
and Offer Map based rich user interface for territories.
Approach
Results
Designed a metric based on relevant business inputs to create

data-driven territory management solution
Analytically structured territory management solution resulted in
optimized and balanced territories
Identified areas of improvement by diagnosing current state of
territories
12/15/2015
Client currently utilizes Axtrias model across the organization for

territory alignment and maintenance purposes
Shows account based alignment on a rich mapping interface
The functionality provides insights and enables better decision
making by evaluating impacts of assignment changes
Archival feature of past changes and accessible for reporting &
analysis purpose
27
Questions
Next Steps
12/15/2015
28

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Axtria Ingenious Insights

Section 2: Axtria Solution

Mergers and Acquisitions

Rise of Specialty Markets

Significant M&A activity is expected as industry

Focus towards growing markets

Growing Influence of B2B Models

Large Pharma companies are focusing

Managed care, IDNs, group practices and

Customer Landscape Now is Much More Complex

And This Has Led To Some Key Challenges

Strike a perfect workload

Effective coverage of all key

Managing fewer individuals

Many uncovered accounts in highworkload territories are significantly

Emergence of new marketing channels,

Section 2: Axtria Solution

Typical Challenges With Territory Alignment

Utilization of data to define precise

INADEQUATE FIELD BUY-IN

Data required for realignment are

Critical to improve data health and

TERRITORY ALIGNMENT CHALLENGES

Embedded analytics to define

Impact on Sales Compensation

Manage Incremental changes

Axtria Territory Alignment Center of Excellence

Domain experts, data scientists

Data-driven and collaborative

Solutions to handle a variety of deployment issues

ASC - Alignment Service

Field Request Tracking

Alignment maintenance (L1)

Local / District Redesign (L2)

Major Territory Realignment (L3)

Sales Resource Planning and tracking

Axtrias Territory Alignment Process

What data assets will

What is the best

Timing and outputs

Axtrias Personnel Placement Process

Clarify sales force

What data assets will

What should be the

Do the criteria select

Timing and outputs

Axtrias Alignment Maintenance & Roster Management

Sales Planning & Forecasting

Sales Performance Management

Incentive Comp Plans & Quota

Sales Plan Feedback

SalesIQ Is Integrated With Veeva CRM

Sustainable Enterprise Grade Platform

Improved Field Experience

Move from custom code to industry standard

Familiar, intuitive user interface

Addresses Operational Challenges

Focus on Continued Innovation

Fully integrated sales force deployment

Ongoing innovation program, and ability to

Reduced Total Cost of Ownership

Cross functional senior leadership (thought &

No need for multiple systems and labor intensive