Evolving Go-to-Market & Commercial Models
Building New Commercial Capabilities
Biotech and pharma companies are launching more complex therapies, especially as it relates to oncology, rare disease, as well as cell and gene therapies. With therapeutic complexity increasing, companies are adapting their customer coverage models to meet changing customer needs. This adaptation is driven by a focus on a larger ecosystem including patients, payors, healthcare providers and healthcare systems. While the traditional sales representative is still critically important, only 20% of organizations solely rely on the traditional sales rep focused commercial model. In today’s world there are four distinct go-to-market (GTM) models. These models incorporate roles focused on reimbursement support, clinical education, patient education and case management are vitally important.
Alexander Group works with biotech leaders to establish sales strategies to support your go-to-market model with specific sales strategies that grow revenue and increase market presence.
How We Help
- Omnichannel strategy: Develop a robust omnichannel process to work in tandem with the primary sales reps so they can focus more attention on high-priority providers.
- Commercial model evolution: Identify the correct mix of core traditional sales roles and resources such as patient education, clinical education, reimbursement and key accounts to drive cost-efficient productivity and meet evolving customer expectations.
- Sales compensation: Align sales compensation programs with go-to-market strategy and ensure pay levels match therapeutic focus and sales motion.
- Research & benchmarks: Determine current and relevant data, trends, benchmarks and voice of customer research to help guide Sales, Marketing and Operations decisions.
Related Insights
Participate in Our Research
Briefing Offers- Biotech & Pharmaceutical Sales Compensation Survey The biotech and pharmaceutical sector is poised for significant growth, with a forecasted expansion of 14% in 2024, propelled by continuous innovation, robust R&D initiatives, breakthrough therapies and a growing demand for healthcare solutions. Alexander Group Sales Compensation Trends Survey, which collected data from over 25 biotech and pharmaceutical companies, offers critical insights that could impact your sales compensation plans for the coming year.
- Improving Marketing Pipeline Contribution The marketing channel mix is evolving, highly impacting demand generation performance. Healthcare leaders are investing over 53% more in demand generation which has led to a 36% increase in marketing qualified leads. Determining the right allocation of resources between different marketing channels and initiatives, however, is the challenge to increase conversion rates. How are your demand generation tactics performing?
- Marketing Insights Study Over 150 marketing executives were interviewed to determine the marketing initiatives being prioritized to maximize customer lifetime value. From marketing roles and resource allocation to marketing mix, channels and spend, get the latest insights on where marketing leaders are investing to advance their organization’s marketing maturity.
- Revenue Operations Survey Over 200 executives in sales and revenue operations were surveyed across Business Services, Financial Services, Manufacturing and Distribution, MedTech, Health and Wellness, Media and Technology to determine the leading practices of world-class revenue operations organizations.
Upcoming Healthcare Events
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B2B Marketing: Marketing, Product & Digital Strategies for Growth
Virtual Roundtable -
Revenue Operations Symposium
Virtual -
Women Revenue Leaders Forum
St. Regis Hotel, Chicago, IL -
Marketing Symposium
New York, NY -
Marketing Symposium
London, UK -
Sales Compensation Symposium
Virtual -
Sales Compensation Symposium
San Francisco, CA -
Sales Compensation Symposium
Minneapolis, MN -
Sales Compensation Symposium
New York, NY -
Executive Forum
The Breakers | Palm Beach, Florida
Join our Biotech & Pharma Community
Alexander Group’s community enables leading executives to share insights and takeaways for immediate use. Participants engage with sales leaders in interactive discussions while gaining knowledge on best practices, pitfalls and challenges.
Practice Leadership
Alexander Group Can Help
Is your go-to-market strategy focused on sales productivity to ensure profitable growth?